How we sound How we talk about, write about or refer to ourselves is as important as how we present ourselves. Our brand messages are: 1. We are a joyful and generous community. 2. We want you to expand your horizons. 3. We want you to be supported every step of the way. Let’s think about these messages as we talk about the school or when we need to write a letter, document or report. They will help us all set the right tone. Our name We always refer to ourselves as City of London Freemen’s School or Freemen’s. We avoid using CLFS. Keep it simple Don’t use overcomplicated language. Be clear and simple. Avoid jargon It is difficult in schools not to use jargon, but where possible avoid using jargon. If you must use it, think whether you need to explain it first. if using abbreviations, explain those in the first instance. Be friendly If writing, talk to the reader. Use ‘you’ and then when referring to Freemen’s, use ‘we’, ‘our’ and ‘us’.
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