NHS Cumbria CCG. Style guide for staff

Transcription

1 NHS Cumbria CCG Style guide for staff

2 Contents Part one NHS Cumbria CCG brand guidelines Page Our identity 4 NHS Cumbria CCG colours 5 Working with the NHS Cumbria CCG logo 6 Size of logo 8 The logo exclusion zone 8 Positioning your logo 9 Working in partnership 9 NHS Cumbria CCG typefaces 9 Images, illustrations and photography 10 Templates 11 signatures 12 Part two Corporate in-house style rules Writing in plain English 13 Punctuation and grammar 15 Acronyms and abbreviations 15 Capital letters 15 Bullet points 16 Dates and times 17 Numbers 17 2

3 Introduction Our identity is important. It affects how people think and feel about NHS Cumbria Clinical Commissioning Group (CCG). This style guide is designed to help us use the NHS corporate identity correctly, reassuring people that we are part of the NHS family, and that our services are being delivered in line with our values to present a consistent, approachable and recognisable image of NHS Cumbria CCG in all our communications. 3

4 Part one: NHS Cumbria CCG brand guidelines Our identity A vital part of our identity is our organisation name. It is important that the correct name is used consistently by staff. In communications the full name followed by the acronym in the first instance, for example: NHS Cumbria Clinical Commissioning Group (CCG), then NHS Cumbria CCG should be used Please avoid: Missing out the NHS and use Cumbria CCG, or Cumbria Clinical Commissioning group, being part of the NHS is an important element of our identity. Shortening Cumbria to C for example: NHS CCCG, or the CCCG Localities should not refer to themselves localities are part of NHS Cumbria CCG and should use the following format South Lakeland locality, NHS Cumbria CCG. Please avoid: South Lakeland CCG Carlisle Clinical Commissioning Group, 4

5 NHS Cumbria CCG colours NHS Cumbria CCG s corporate colour is NHS blue. This will be used on county-wide communications and documents. Each of our six localities have been given a colour, these colours should be used on locality specific materials to ensure a locality identity. Locality Red Green Blue Allerdale Carlisle Copeland Eden Furness South Lakes Corporate

6 Working with the NHS Cumbria CCG logo The NHS Cumbria CCG Logo It is important that we use the NHS Cumbria CCG logo correctly and consistently across all applications. Full Colour Logo: Mono Logo: A white logo can be used on other colour backgrounds: The NHS Cumbria CCG logo should never be used as a substitute for the letters NHS in a sentence or phrase. It should only appear once on a single sheet. Duplication can dilute the strength and impact of our logo. 6

7 The NHS Cumbria CCG logo must not be altered or added to in any way. Never distort the logo or remove parts of it. When the logo is used, it should always appear in its entirety and undistorted. You can resize it to suit your purposes, as long as it remains legible, but please don't: move or delete the text; stretch it; or squash it. Unauthorised logos From 1 April, 2013 a number of NHS organisations ceased to exist, and their logos should not be used in any circumstances. These include: The old NHS Cumbria logo Please note: This logo should also not be used to symbolise all NHS organisations in Cumbria. The pre-authorisation NHS Cumbria CCG logo This logo was NHS Cumbria CCG s logo prior to authorisation and should no longer be used. 7

8 Recommended size of NHS logo The logo exclusion zone The exclusion zone is the clear area around your logotype in which nothing else should appear. To ensure that the logo remains clear and has impact, nothing should ever appear inside the exclusion zone. The clear space (x) is proportional and defined as the height of the NHS logo. 8

9 Position of logo When producing printed materials, you should position your logo in the top right hand corner of a printed page. If this is not possible, use the bottom right hand corner instead. Working in partnership Lead partner- If NHS Cumbria CCG is the lead partner in the relationship, our logo should be positioned in the top right hand corner of document and the partner logo in the bottom right. Supporting partner - If NHS Cumbria CCG is a secondary or supporting partner then our logo should be positioned in the bottom right-hand corner and the partner logo in the top right hand corner. Equal partner - If the NHS Cumbria CCG and a partner logo are adjacent to one another, this communicates equality. If the logos are equal in size this communicates an equal partnership. The partner logo should be positioned on the top left hand corner and our logo should be positioned on the right hand corner of the document. When two or more NHS organisations are working together, the NHS Cumbria CCG logo should be used once on the page, in the top right. The names of the NHS organisations can either be listed elsewhere on the page in text, for example: North Cumbria University NHS Trust, University Hospitals of Morecambe Bay NHS Foundation Trust and Cumbria Partnership NHS Foundation trust, or a description can be used, for example: NHS organisations in Cumbria. When working with multiple partners, logos should be used along the bottom of the document. Remember: Do not use the NHS Cumbria logo to symbolise all NHS organisations in Cumbria, this is the old PCT logo and should not be used. NHS Cumbria CCG typefaces Typefaces are an important part of the NHS identity. The consistent use of the NHS typefaces is essential to helping us establish a recognized and professional brand. It is vital that they are used correctly across all services, messages and materials. 9

10 Calibri is the font which should be used for all publications. Titles size 18 bold Headings size 14 bold Sub Headings size 12 bold Text size 12 regular Images, illustrations and photography Please: Use images, illustrations and photography showing people in a positive light and reflecting the values of NHS Cumbria CCG at all times. Images, illustrations and photographs must try and reflect the diverse nature of our organisation, both in terms of people who work for us, who use our services or the wider population. Consent must be obtained for each new photograph taken of a patient, staff member or member of the public for use by NHS Cumbria CCG Use images from the NHS Photo library you can sign up with an NHS address. There is a wide range of photos, a search facility, and no need to request permission. Please avoid: Take images from a google images search or from other websites as this is an infringement of copyright law. Use Images, illustrations and photographs must not be gimmicky and should avoid clichés, such as a person with their head in their hands to illustrate someone with a mental health problem. Clipart and word art must not be used, as they do not create a professional image and often use business or lifestyle clichés. 10

11 Templates A number of templates have been produced, with the branding pre-applied. These templates are available on the intranet. They must not be modified or altered without prior consent from the Communications team. Localities should use their locality colour, or the corporate colour. The following templates are available: Letterheads Agenda Formal Agenda Simple Minutes Action Log Powerpoint Presentation Report Cover Sheet Reports Newsletters Font to be used for all is Calibri: Titles size 18 bold Headings size 14 bold Sub Headings size 12 bold Text size 12 regular Excluding the report template where font and sizing should be used as in the template provided. Posters and Leaflets The Communications team can help you if you wish to produce a poster or leaflet in corporate or locality colours. Examples of these posters can be found on the intranet, images can be replaced with ones of your choice. Please ring the Communications team on for more information. 11

12 signatures An signature provides the name, job title and contact details of the person who has sent the . It is important to include an signature on all s sent internally and externally so that it is immediately clear to the recipient who you are, what your role is and where you can be contacted should they need to enter into further correspondence with you. The signature should be copied from the below example signature and edited, keeping the same colours, fonts and sizes. The line for a mobile phone can be removed if this is not applicable. Example Signature: Nigel Maguire Chief Officer NHS Cumbria Clinical Commissioning Group Lonsdale Unit, Penrith Hospital Bridge Lane, Penrith, CA11 8HX Tel: BB: www.cumbriaccg.nhs.uk This and any files transmitted with it are confidential and intended solely for the use of the individual or entity to whom they are addressed. Any views or opinions expressed are those of the author and do not represent the views of NHS Cumbria Clinical Commissioning Group (CCG) unless otherwise explicitly stated. The information contained in this may be subject to public disclosure under the Freedom of Information Act Unless the information is legally exempt from disclosure, the confidentiality of this and your reply cannot be guaranteed. The CCG accepts no liability for any damage caused by any virus transmitted with this , so although virus checked before transmission, the recipient should also check for the presence of viruses 12

13 Part two: Corporate in-house style rules Using plain English Keep it short and simple Readers can switch off if they see line upon line of long words, long sentences or both. Keep your sentences short - don t waffle. Short sentences make clearer reading. They also reduce misunderstanding. Here are some reminders: Never use a long word if a short one will do Aim for sentences to be a maximum of 20 to 25 words in length Edit mercilessly - if it s possible to cut out a word, cut it Sentences can start with the words And, But or However Always remember your audience. Will people outside the NHS - or even just your department - really understand what you are saying? You don t have to make every sentence you write the same length. But be creative. You can vary your writing so that you have a mix of mid-length and shorter sentences. Keep sentences active Active sentences are crisp and professional, passive sentences are stuffy and bureaucratic. To make a sentence active you need to: Put the doer (the person, group or thing doing the action), before the verb (the action itself) Use I, you and we 13

14 Reduce the number of redundant or wasteful words Avoid the verb to be in all its forms. The board meets next week not The meeting of the board will be taking place next week. The dog sniffed the lamppost not The lamppost was being sniffed by the dog. Jargon Please try to avoid jargon. It s the quickest way to alienate people and you should not assume that everyone has a good understanding of all the different terms that are used in the NHS. Jargon can be used when you are writing for people who will understand the terms and phrases, but in general it can baffle the reader, and create a barrier. Layout Clear presentation and logical ordering can make a big difference to the quality and effectiveness of your writing. Use headings in a consistent way, and make sure you put them in a logical order Use a single space after full stops Avoid large chunks of text. Paragraphs break up copy and white space makes the page easier to read. Use bullet points for lists where appropriate. Photographs and illustrations brighten up text. With a caption they also help readers understand what you are trying to say. However don t use cartoon style images, for example Clipart, as more professional and appropriate design materials are available which are in keeping with the NHS brand. 14

15 Punctuation and grammar Full stops Don t use full stops after headings. Similarly, do not use full stops after abbreviations like Mr, Mrs, or Dr, unless of course they are at the end of a sentence. Exclamation mark An exclamation mark (!) expresses surprise or alarm. It is hardly ever necessary to use one. If you do need to use an exclamation mark, never end a sentence with more than one!!!!!!! Spelling Use English spelling (not US English check your spellchecker). We use an s not a z in words like organisation, make sure you check that this is not autocorrected in any software that you use. Acronyms and abbreviations Acronyms and abbreviations - When using abbreviations the full name must be spelt out first before the acronym or abbreviation is used, for example: NHS Cumbria Clinical Commissioning Group (CCG), Department of Health (DH). Universally accepted acronyms and abbreviations, such as NHS and A&E, do not have to be written in full. Remember: Although certain acronyms and abbreviations may seem obvious to you, members of the public, partner organisations and even colleagues may not have previously seen this acronym. Capital letters Initial capital letters - These are used for all proper nouns like the names of organisations, people, places and trade names. Initial capitals should be used for organisations, for example: NHS Cumbria Clinical Commissioning Group, University Hospitals of Morecambe Bay NHS Foundation Trust and Cumbria Health on Call. 15

16 Groups and departments - The same applies to groups, committees and departments capital letters should be used, for example: Governing Body Government agencies, public bodies, quangos - initial caps, for example: Department of Health Headings - Use them at the beginning of a sentence, page title, page heading or for the name of a place, person or organisation name. Generally capitalise only the first letter. Job titles Job titles should be capitalized, for example: Chief Officer, Chief Finance Officer Report titles and publication titles only capitalise the first letter of the first word and any proper noun Conditions are lower case except where they start with a name so cancer of the colon, multiple sclerosis, but Parkinson's disease, Alzheimer's disease. Agenda for Change, National Patient Survey, Vital Signs, National Patient Standards programme initiatives like department names and groups should be capitalised. Bullet points break up text, and are easy to read. They also help your key points stand out. Bullet points If the bullet points form a list following a colon, each bullet point should start with a lowercase letter. Do not close with a full stop. For example: abc def ghi If the bullet points form separate sentences, each one should start with a capital letter and end with a full stop. 16

17 See the following example: Abc. Cde. Efg. Dates and times Dates must be presented in the same format: day followed by month followed by year. Use cardinal numbers (1, 2, 3) rather than ordinal numbers (1st, 2nd, 3rd) as these can be hard to read, especially for people with sight difficulties. Example: 24 April 2010 Friday 3 November 2010 For financial years, write 2010/11 Times are written without a space between the figure and am or pm am or 8am. Do not put noughts after the figure (8.00am), as this only takes up space. Do not write times with a colon between the hour and minutes (8:30). Do not write in the 24-hour clock style. Numbers Numbers one to nine should be written in full. Numbers from 10 upwards should be written in numerals. Also, try to avoid starting a sentence with a number. Example This story has appeared in six national newspapers. Since last year, 56 people have joined NHS Cumbria CCG 17

18 For more information or support with style, design and publication of promotional material please contact the Communications Team. For more information contact... The Communications Team Lonsdale Unit, Penrith Hospital tel web: