Tecnolgico de Monterrey Hospitals

Identity Guidelines
1.2
Primary Lockup

The primary lockup for the

Tecnolgico de Monterrey
hospitals is the horizontal lockup.
The horizontal lockup combines the
symbol and a specially designed
wordmark for the hospital name
and Tecnolgico de Monterrey.
The hospital names Hospital
Zambrano Hellion and Hospital On Black Version On Black Version
San Jos along with Tecnolgico
de Monterrey make up the
wordmark. The wordmarks are
specially designed and are not a
font. Always use the original and
approved art; never alter or attempt
to redraw or recreate the lettering
using computer fonts.

Clear Space
To ensure its integrity and
visibility, the lockup should be kept
clear of competing text, images,
Clear Space and Minimum Size Clear Space and Minimum Size
and graphics.

The lockup must be surrounded .5 X .5 X

.5 X .5 X
on all sides by an adequate clear
.5 X
space, at minimum equal to one .5 X
half the height of the symbol.
X X
Minimum Size
For either horizontal lockup, the
.5 X .5 X
symbol should never appear
smaller than .7 cm high when used
in print materials, or 30 pixels high
when used in digital formats.
.7 cm .7 cm
min. min.

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.2

1.3
Secondary Lockup

Sometimes design or space

requires the use of a centered,
vertical logo arrangement. The
vertical lockup has been provided
for this purpose. Always use
the original and approved art;
never alter or attempt to redraw
or recreate the lettering using
computer fonts. On Black Version On Black Version

Clear Space
To ensure its integrity and
visibility, the lockup should be kept
clear of competing text, images,
and graphics.

The lockup must be surrounded

on all sides by an adequate clear
.5 X
space, at minimum equal to one half
the height of the symbol.

Minimum Size Clear Space and Minimum Size Clear Space and Minimum Size
For either vertical lockup, the
symbol should never appear
smaller than 1.1 cm high when used .5X .5X .5X
.5X
in print materials, or 50 pixels high
when used in digital formats. .5X .5X

X 1.1 cm X 1.1 cm
min. min.

.5X
.5X

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.3

1.4 Symbol Relationship to Trademark Notice
For use when symbol is 2.5 cm and over in height
Use of Trademark
Designation

On some items, especially those

with wide outside distribution, a
TM notice should be included,
sized, and placed as indicated
X
here. When the symbol height is
2.5 cm or larger, the TM is 1/2 the .5 X
height of the torch handle. The TM
baseline aligns with the bottom,
and the body of the T aligns with
the right side of the torch.

When the symbol height is

smaller than 2.5 cm, the TMs
height matches the height of the
torch handle, and its baseline
aligns with the bottom and the X
right side of the symbol. .5 X

Symbol Relationship to Trademark Notice

For use when symbol is under 2.5 cm in height

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.4

1.5
Misuse of Logo

For maximum impact and overall

consistency, it is important
Do not distort the logo Do not use an unapproved color Do not change the type lockup
to protect the integrity of the
logo. Always reproduce the
logo from original artwork,
and avoid the improper usage
illustrated here. These examples
apply to all logo varieties.

Do not change proportions of elements Do not reposition logo elements Do not use an alternative typeface

Do not add tag lines to the lockup Do not make 3D Do not add a bevel, highlights or shadow

Do not use symbol as part of wordmark Do not make logo transparent Do not outline the logo

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.5

1.6 Primary logo color on white background Primary logo color on light-colored backgrounds

Logo Use on Colored

Backgrounds

The full color version of the logo is

the primary version and should be
used whenever possible. On white
and on light colors the full color
version of the logo should be used.

When placing the logo on colored

backgrounds, make sure that the
color of the logo has sufficient
contrast with the background to
ensure visibility. In cases where Logo use on black Logo use on medium to dark-colored backgrounds
the logo would have insufficient
contrast, as shown in the examples
on black, and on medium to dark
colored backgrounds, the all-white
version may be used.

In all cases the background is

always seen through the symbol.

Limited Color Production Logo use for limited-color printing

When it is not possible to use
the color version of the logo
because of material or limited
color production, use an all-black,
or an all-white version.

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.6

1.7
Logo Use on
Photography

In selecting photography, it is
preferable to find images that look
real rather than posed, and ones
that feature students, medical staff,
and/or patients clearly engaged in
some appropriate activity rather
than just smiling at the camera.

Shown are examples of the correct

way to use the Tecnolgico de
Monterrey hospital logos with
photography. The color version of
the logo should be used wherever
possible.

Where there is not sufficient

contrast between the either color
version and the background, or in
cases of limited color production,
the logo may be reproduced as
black, or knocked out to all white.
Because every image is different,
be sure to choose a color with a
strong contrast to the background.
Place the logo in an area of the
image that is not busy in order to
avoid competition.

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.7

1.8
Misuse of Logo
Colors and
Backgrounds
Shown here are examples of
improper color and photo use.
Do not reproduce the full color logo Do not use a one color logo other than Do not use low resolution artwork
For maximum impact and overall in grayscale the specified white or black
consistency, it is important
to protect the integrity of the
logo. Always reproduce the
logo from original artwork,
and avoid the improper usage
illustrated here. These examples
apply to all logo varieties.

Do not place the logo on colors where Do not place the logo on busy Do not place the logo over multiple
there is insufficient contrast textured or patterned backgrounds blocks of color

Do not place the logo over busy areas Do not place the logo over areas where Do not place the logo in a box
on photographs there is insufficient contrast.

Do not use a one color logo for full= Do not bleed the logo off edge Do not place photos inside the logo
color printing

Basic Elements Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 1.8

2.1
Primary Neue Haas Grotesk Display
Sans Serif Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Using a consistent family of
typefaces visually reinforces
abcdefghijklmnopqrstuvwxyz
the Tecnolgicio de Monterrey
Hospitals identity. 1234567890 !?@$%&
Neue Haas Grotesk is the primary
sans serif typeface and should Neue Haas Grotesk Display 45 Light Neue Haas Grotesk Display 46 Light Italic
be used on all Tecnolgico de
Monterrey communications. Neue Haas Grotesk Display 55 Roman Neue Haas Grotesk Display 56 Italic
Neue Haas Grotesk is preferred
for use in communications such Neue Haas Grotesk Display 75 Bold Neue Haas Grotesk Display 76 Bold Italic
as brochures, publications,
Microsoft Word and PowerPoint
documents. When setting large
headlines and titles, Neue Haas

Neue Haas Grotesk Text

Grotesk Display should be used.
For body copy and captions,
Neue Haas Grotesk Text Roman
and Italic should be used. As an
alternative to Neue Haas Grotesk
for large bodies of text, a serif
ABCDEFGHIJKLMNOPQRSTUVWXYZ
typeface has been provided. See
next page for details. abcdefghijklmnopqrstuvwxyz
Neue Haas Grotesk Text Bold or
Bold Italic weights may used for
1234567890 !?@$%&
added emphasis when desired.
Neue Haas Grotesk Text 55 Roman Neue Haas Grotesk Text 56 Italic
Neue Haas Grotesk Text 75 Bold Neue Haas Grotesk Text 76 Bold Italic

Typography Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 2.1

2.2
Primary Minion Pro
Serif Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Minion Pro is the primary serif
typeface. It may be used as an abcdefghijklmnopqrstuvwxyz
1234567890 !?@$%&
alternative to Neue Haas Grotesk
for large areas of body text within
communications. When setting
large headlines and titles, Neue
Haas Grotesk Display should be Minion Regular Minion Regular Italic
used. Shown are the approved
weights and styles of Minion Pro Minon Semibold Minon Semibold Italic
that may be used.
Minon Bold Minon Bold Italic

Typography Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 2.2

2.3
Secondary Sans Arial
Serif Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
This alternate font is especially
intended for desktop use, not for
abcdefghijklmnopqrstuvwxyz
professionally produced materials.

In cases where Neue Haas Grotesk

1234567890 !?@$%&
is not available, the secondary
sans serif typeface Arial should Arial Regular Arial Italic
be used. Arial is a system font for
both Macintosh and PC platforms Arial Bold Arial Bold Italic
and is consistent for cross-
platform desktop applications.
Shown are the approved weights
and styles that may be used.
Arial is the primary typeface
when composing emails.

Typography Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 2.3

2.4
Secondary Serif Georgia
Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
This alternate font is especially
intended for desktop use, not for
abcdefghijklmnopqrstuvwxyz
professionally produced materials.

In cases where there are

1234567890 !?@$%&
large areas of body text within
communications and Minion is not Georgia Regular Georgia Italic
available, the typeface Georgia
should be used. Georgia is a Georgia Bold Georgia Bold Italic
system font for both Macintosh
and PC platforms and is
consistent for cross-platform
desktop applications. Shown
are the approved weights and
styles that may be used.

Typography Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 2.4

4.7 Examples of hospitals co-branding
in a horizontal arrangement
Logo Use for
Co-branded .5X .5X
Advertisements
For co-branded advertising, where
both Tecnolgico de Monterrey Align
X
hospital logos are used alongside symbols
each other, the relationship should
be as shown here. Always refer
to the specifications on minimum
size and space around the logo. .5X .5X

Align
X symbols

Examples of hospitals co-branding

in a vertical arrangement

Align Align

X X

.5X
.5X
.5X
.5X

X
X

Applications Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 4.7

4.12 Examples of affiliate logo in a horizontal arrangement

Use with
Affiliate Logo
.5X .5X

When using the Tecnolgico

de Monterrey hospital logos X .75X
alongside the logo of Methodist Align
International Healthcare Affiliate,
the relationship should be as
shown here. Always refer to the
specifications on minimum size
and space around the logo. .5X .5X

X .75X
Align

Examples of affiliate logo in a vertical arrangement

Align
Align

X
X

.5X .5X

.5X .5X

.75X .75X

Applications Tecnolgico de Monterrey Hospitals Visual Identity Guidelines 4.12