Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
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.