Download CCO Visual Identity Guidelines FAQ

CCO Visual Identity Guidelines FAQ
WHY DOES CCO NEED VISUAL IDENTITY GUIDLEINES?
CCO’s corporate identity expresses who we are as an organization. It reflects how we
see ourselves and influences how others perceive us. As an evidence-based,
purpose-driven organization, we aim to maintain an image as credible experts and
confident leaders in our areas of business. As an agency entrusted with the collection,
storage, analysis and dissemination of sensitive information, we must also be seen as
trustworthy. When we express ourselves with consistency and care, we help people
recognize who we are and what we stand for. Our visual identity guidelines are
designed to maintain the integrity of our identity and ensure a unified voice and
cohesive look and feel across our organization.
WHY DID WE CHANGE OUR BRAND VISUAL IDENTITY?
Our organization has broadened its expertise and mandate beyond cancer – through
chronic kidney disease, quality initiatives and a corporate strategy. This gave us an
opportunity to more clearly define what CCO represents today and in the future
through our corporate branding.
WHY HAVE WE CHANGED OUR NAME FROM CANCER CARE ONTARIO TO
CCO?
There has been confusion around our name in the past since “Cancer Care Ontario” is
disease-specific and does not encompass our advisory for chronic kidney disease,
and quality initiatives.
By changing our name to CCO, we can:
• Retain much of the goodwill that has been built amongst our primary
stakeholders including: Ministry of Health and Long-Term Care leaders, sector
partners and media.
• Unite employees under one master brand.
• Define the relationship between CCO, Cancer Care Ontario and the Ontario
Renal Network.
• Define prioritized audiences for each of our brands.
HOW DOES THIS AFFECT HOW WE COMMUNICATE ABOUT CCO?
“CCO” should only be used to refer to the corporate organization. It is not an acronym
for a longer name, and should not be used as an abbreviation for Cancer Care
Ontario.
Cancer Care Ontario and the Ontario Renal Network should always be referred to
using their full names. Acronyms should never be used.
WHAT INSIGHTS WERE USED TO DEVELOP THE NEW WORDMARKS?
The new wordmarks were developed to connect the Ontario Renal Network and
Cancer Care Ontario with our corporate brand CCO. This connection will enable an
understanding of the complete mandate of the organization and provide a new
structure to house all the great services, products and programs at CCO, Cancer Care
Ontario and Ontario Renal Network. The colour choices are intentional. Gradient
colour is used to bring warmth to the wordmarks. Cancer Care Ontario and the
Ontario Renal Network wordmarks each utilize their current colour palettes to leverage
the equity already established in these brands. The CCO orange corporate colour
represents longevity, acknowledging our long history. The yellow represents intellect
and enlightenment, reinforcing our evidence based culture.
DOES “CCO” HAVE A FRENCH TRANSLATION?
No. Since our corporate name no longer refers to “Cancer Care Ontario”, it remains
the same in both English and French. The tagline and individual sub brands however
are translated as shown below in the bilingual wordmarks:
WHAT IS A BRAND ARCHITECTURE AND HOW IS OUR CURRENT CCO
ARCHITECTURE CHANGING?
A brand architecture is the structure of brands within an organization. It is a way in
which the brands in a company portfolio are related to or differentiated from one
another. The architecture should define the hierarchies within the organization: how
corporate brand works in synergy with the sub-brands; how they support one another;
how the sub-brands reflect or strengthen the strategic objectives of the corporate
brand to which they belong.
Currently CCO has many disconnected brands. Along with changing the master brand
from Cancer Care Ontario to CCO, the new brand architecture is changing to be more
connected.
WHAT ARE THE BENEFITS OF THE NEW BRAND ARCHITECTURE?
The main benefit is improved flexibility for growth. Any expansion of our mandate can
be easily accommodated.
The new CCO brand architecture supports the whole organization. It leverages the
equity in Cancer Care Ontario and the Ontario Renal Network and provides us with
the opportunity to build equity for the new CCO corporate brand. It provides direction
for messages and graphics in terms of positioning, personality, character and
promises.
WHY IS BRANDING IMPORTANT AT CCO?
Branding is vital to CCO. It builds trust, which is critically important to us. Branding
starts with communicating our benefits and values to our stakeholders clearly and
consistently. But it is more than a one-time exercise. Branding is an ongoing process,
which means we have to “live our brands.” Every interaction we have with
stakeholders is an opportunity to reinforce our brand and its promise.
WHAT IS OUR CCO BRAND PROMISE?
Our brand promise is “to enable.” We are enablers. We enable stakeholders within the
healthcare system and those with an investment in it to conduct their functions to the
highest standard. CCO’s brand key captures all of the dimensions of the brand’s DNA.
CCO and all its brands share this DNA. All communications should reflect this and
clearly deliver on the “enabling” brand essence.
WHAT IS THE CCO BRAND CHARACTER?
When people think of the personality and character traits of CCO, Cancer Care
Ontario and the Ontario Renal Network, we want to be known as:
Supportive & reliable - Those with an interest in the healthcare system know
that they can rely on us for reliable support and tools.
Compassionate & approachable - We put humanity into the healthcare
process/system through compassionate understanding and an open engaging
nature that encourages active communication.
Honest – Transparent and accountable in the way we monitor the system,
share information and allocate funding.
Confident & credible - Confident in our actions and committed to making the
system better for Ontarians.
WHAT IS INVOLVED IN THE LAUNCH OF THE VISUAL IDENTITY GUIDELINES?
The visual identity guidelines define how our logo, wordmarks, colour, typography,
photography and iconography must be used. It applies to:
• Every application of the logo – whether on business cards, signage, brochures,
web pages or communication material
• Every department in CCO, as well as outside organizations that utilizes CCO,
Cancer Care Ontario, and the Ontario Real Network wordmarks or logo
• Acceptable and unacceptable ways to use the CCO logo and wordmarks
(includes Cancer Care Ontario and Ontario Renal Network)
• Application of the CCO visual identity on projects done in collaboration with
partners and non-government organizations.
Our guidelines also identify who to contact if you have general questions about the
application of the visual identity guidelines.
ARE WE ADVISING OUR PARTNERS AND STAKEHOLDERS OF THIS
BRANDING CHANGE?
Many stakeholders were involved in the development process of our new visual
identity guidelines. We will be holding external training for our regional partners to
address all questions.
When working with stakeholders or partners, please ensure that they are using the
new visual identity guidelines. If any additional questions arise, please contact your
lead from the Communications team or secondarily, Shannon Lawler at ext. 2815 or
by email.
SHOULD I UPDATE EXISTING FILES WITH OUR NEW VISUAL IDENTITY?
Owners or creators of documents that are still active are responsible for ensuring that
CCO’s visual identity is used correctly. If you see anything other than our new CCO,
Cancer Care Ontario or Ontario Renal Network wordmarks used, please replace them
as soon as you are able starting June 18, 2015.
DO I NEED TO ORDER NEW PRINTED MATERIALS LIKE STATIONARY,
BUSINESS CARDS, ETC. RIGHT AWAY?
No. As a government agency, we must demonstrate good stewardship of public funds
and be defensible to the Board. New materials should be ordered as they are
required. For example, our new branding should be present on business cards when
you need to replenish your existing stock.