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Corporate Identity Guidelines

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Contents

Introduction

Introduction

4

Communications checklist

9

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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NHS Medway Templates How to use these guidelines Communications team

5 6 7 8

Basic elements

12

The logo Introduction Working with the logo Exclusion zone Logo size guide Colourways

13 14 15 16 18

Colour Primary palette Secondary palette Using colour Background colours Web colour palette

19 20 21 22 23

Typography Primary typeface: Frutiger Secondary typeface: Arial Other secondary typeface: Garamond Alternative typefaces What to avoid Recommended type sizes and styles

24 25 26 27 28 29

The Medway Swathe Introduction How to use it A4 position A5 and DL position A3 position A4 landscape position Titling on documents Different treatments

30 31 32 33 34 35 36 37

Corporate materials

38

Stationery Introduction Letterhead Compliment slip Business card

39 40 41 42

Document templates Microsoft Word in-house templates PowerPoint slides Using images in PowerPoint

43 44 45

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Contents

Introduction

Promotional materials Introduction A4 publication covers A4 publication sample layouts Landscape and square format publications DL leaflet or flyer Magazines Newsletters Posters Campaign posters Banner stands Recruitment advertisements Merchandise

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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E-comms Email signatures Websites and e-marketing

46 47 48 49 50 51 53 54 55 56 57 59 60 61

Effective communication

62

Images Choosing imagery Images in support of NHS principles

63 64

Tone of voice

67

Accessibility Minimum requirements Best practice

68 69 70

Other applications

71

Signage Generic signage Directional signage Internal and wayfinding signage Exclusion zone Colour, typeface and logo

72 73 74 75 76

Partnerships About communications partnerships Lead partner branding Secondary or supporting partner branding Campaign branding Using the NHS logo with a supporting statement

77 78 79 80 81

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Introduction

Introduction Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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NHS Medway

Introduction

Our corporate identity has been developed to ensure local compliance with NHS brand guidelines and to establish a distinctive design style for NHS Medway.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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The NHS Medway corporate identity combines the core elements and communications principles of the NHS brand - logo, colours, typography, imagery, stationery and signage - with a unique graphic referred to as the ‘Medway Swathe’. The Medway Swathe is the design element of our corporate identity which will help people to recognise NHS Medway and visually reinforce our role as the local leader of the NHS. The Medway Swathe should be applied to all of our information and promotional materials, leaflets, presentations, newsletters and advertising, whether being produced in-house or by external designers.

It should not be applied to board papers or stationery (as this would increase printing costs) or to public health or social marketing campaigns where a “corporate identity” is counter-intuitive. These guidelines set out the basic elements of our visual identity. We need to use these basics consistently, without variation in all our communications. Please take the time to understand how they work, and how all the different elements can be used together. By presenting the NHS Medway brand consistently, our identity will have greater impact and will help raise awareness of the work we are doing to improve health and health services in Medway.

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Templates

Introduction

A set of templates has been developed to help us to use our corporate identity correctly and cut down on external design costs.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Most of the templates use InDesign software to ensure materials are professionally produced. Where appropriate some templates have been produced in MS Word for use by staff and are available on the intranet. These templates follow NHS Medway’s unique design style and are formatted to meet minimum accessibility requirements. The low swathe is always used when printing small amounts of A4 posters, newsletters or leaflets in-house, to save money on printing costs. It is important to note it is often cheaper to get even relatively small amounts of materials printed externally.

All templates incorporating the medium or high Medway Swathe, and large images, are designed for professional printing and you should provide these guidelines to any external companies used for design and print work. If you require InDesign templates or logos to be sent to external companies or would like advice on what external design and print companies to use, please contact the Communications team. Corporate stationery templates, MS Word templates and logos are available on the staff intranet, please visit www.connect.medwaypct.nhs.uk/corporateidentity/

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How to use these guidelines

Introduction

These brand guidelines have been developed to assist anyone producing corporate materials on behalf of NHS Medway. They cover everything you need to know – from how to use the logo correctly to stationery, internal documents and promotional materials.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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You don’t need to read this document from cover to cover. Simply browse the contents page and go directly to the relevant section to find the information you need. Each section has been colour-coded to make it easier to keep track of where you are. A menu bar appears on the left hand side of every page and is colour coded to match the relevant section of the document. The menu works much like a website navigation bar – you can click on any of the headings to go directly to that section.

Some of the information in these guidelines (for example pages that show detailed dimensions and measurements) are intended for use by graphic design agencies, printers and other external suppliers. If you are not sure what information your supplier may need, or need any more help with using these guidelines contact a member of the Communications team. Please note: If you intend to produce information and promotional materials for external distribution please contact the Communications team before you start. This will enable you to comply with the guidelines and produce professional, accessible materials. No materials should be printed or distributed without first consulting the Communications team.

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Communications team

Introduction

If you need further information and support with using these guidelines, advice on producing online/offline communications or guidance on how to make your communication more accessible, please contact a member of the Communications team:

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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In the first instance please contact: Paul Newman Web Manager Telephone: 01634 335218 Email: paulnewman@nhs.net Other members of the Communications team will also be happy to help.

Emma Burns Communications Manager Telephone: 01634 335219 Email: emma.burns@nhs.net Heidi Mulhall Communications Assistant Telephone: 01634 335210 Email: heidi.mulhall@medwaypct.nhs.uk To access more information, related policies and documents or to download the corporate identity templates and logos, please visit www.connect.medwaypct.nhs.uk/corporateidentity/ Other useful sites

Natalie Yost Assistant Director of Communications and Engagement Telephone: 01634 335216 Email: natalie.yost@medwaypct.nhs.uk

National NHS Identity guidelines www.nhsidentity.nhs.uk

Fiona Gaylor Engagement Co-ordinator Telephone: 01634 335173 Email: fiona.gaylor@medwaypct.nhs.uk

The Central Office of Information www.coi.gov.uk

NHS Photo library www.photolibrary.nhs.uk

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Communications checklist

Introduction Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Communications checklist

Introduction

Accessibility •D  oes this meet the minimum accessibility requirements?

Communications principles Does the final product reflect NHS communications principles?

• Can alternate formats be produced?

• Clear and professional. • Cost-effective. • Straightforward. • Modern. • Accessible. • Honest. • Respectful.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

•H  ave the needs of specific groups been taken into account? Practicalities • How will you distribute the information? •D  o you have a system in place for responding to enquiries? •D  oes anyone else need to know that you are producing this information? e.g. PALs, communications and engagement team. •H  as the final product been signed off by communications?

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Communications checklist

Introduction

Planning your communication • Do you understand the needs of your target audience?

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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• Do you know how your target audience prefers to receive information? • Do other teams or departments need to communicate with the same audience or on the same subject? Can you work together to create more impact? • Do you need patient or specialist input to produce the information? • Have you consulted the Communications team about other methods of communication? e.g. press releases, events, website.

Basic elements • Is the NHS Medway logo in the correct position, in its correct colour and at the correct size? • Does it sit in the right amount of clear space? • Are the colours chosen from the NHS colour palette? • Are the typefaces Frutiger or Arial? • Have partnerships been appropriately represented? NHS Medway design style • Has the Medway Swathe been positioned correctly? • Does the layout reflect the NHS Medway design style? • Are titles clear and easy to read? • Do the images used represent Medway?

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Menu Introduction Communications checklist

This section describes the logo, Medway Swathe, colours and the corporate typefaces. It also demonstrates how the combined visual identity conveys and supports the personality of NHS Medway.

Basic elements

Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Introduction

Introduction

The NHS Medway logo is the cornerstone of our brand identity. It is our signature; the mark of NHS ownership of services and messages. It is also one of the most powerful logos in the UK, carrying over 95% recognition among the general public; and very strong levels of credibility, authority and trust.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

As a result of this recognition and trust, the NHS is perceived to be an impartial and credible provider of health advice, information and services. As an NHS organisation, we use our own NHS logotype to demonstrate ownership of, and accountability for, local health services.

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Working with the logo

Introduction

It is important you use the NHS Medway logo correctly and consistently across all applications. Always use the logo in accordance with our brand guidelines, and make sure you do not alter the logo in any way.

Do’s and don’ts

When working with the logo you should only use original digital graphic files, which are available on the staff intranet, please visit

Don’t: • alter the NHS logo in any way • embed the NHS logo in a line of text • use the NHS logo more than once on a single sheet, unless on a graphic display.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Do: • make sure you use the NHS logo consistently and correctly • only use original digital graphic files.

Never redraw the NHS logo, change it in any way or attempt to create it yourself. The NHS Medway logo should never be used as a substitute for the letters ‘NHS Medway’ in a sentence or phrase. It should also only appear once on a single sheet. Duplication can dilute the strength and impact of our logo.

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Exclusion zone

Introduction

The ‘exclusion zone’ is the clear area surrounding the NHS Medway logo in which nothing else should appear. It helps ensure clarity and readability and improves the overall impact of the logotype.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

X X

X

You must not insert any words, images or graphical details within the exclusion zone. The clear space (X) is equal to the height of the NHS logo. This means the required clear space around the logo increases when the NHS logo is used at a larger size.

X

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Logo size guide

Introduction

Stationery On printed materials, such as stationery, there are specific size requirements for the NHS logo.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

A4 (210 x 297mm)

8.5mm

A5 (148 x 210mm) DL (99 x 210mm)

7mm

A6 (105 x 148mm)

5mm

Business cards (55 x 90mm)

4.25mm

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Logo size guide

Introduction

Publications Publications have specific size requirements for the NHS logo.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

A2 (420 x 594mm) 17mm

For more information about logo positioning, please go the section on how to use the Medway Swathe.

A3 (297 x 420mm)

A4 (210 x 297mm)

A5 (148 x 210mm) DL (99 x 210mm) 210 x 210mm

A6 (105 x 148mm)

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14mm

10mm

7mm

5mm

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Colourways

Introduction

Wherever possible, you should use the NHS logo against a white or lightcoloured background.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

On stationary the NHS Medway logo in blue and black is used.

If you are printing on a dark background, you can reverse the logo out of your background colour. You should never reproduce the logo in a tint of NHS Blue or black.

If you are printing in mono, you can reproduce the NHS logo in black.

Please go to the section on the Medway Swathe for more information.

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Primary palette

Introduction

The NHS Medway corporate colour, NHS Blue (Pantone速 300), is supported by a vibrant secondary print colour palatte of 13 colours and 10 tints.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

There is also a colour palette for websites and other electronic media. By using these standard colours consistently, you will help maintain recognition and trust in NHS communications.

NHS Blue Pantone速 300 C100% M43% Y0% K0%

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100%

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90%

80%

70%

60%

50%

40%

30%

20%

10%

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Secondary palette

Introduction

The NHS Medway print colour palette supports our straightforward, clear and costeffective style. The range of colours allows for creativity and diversity, while remaining true to the NHS look and feel.

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You should use the NHS colour palette for all NHS Medway communications. If you need to extend the palette range, please consult the Communications team first. They can help ensure any additional colours are compatible with the originals. Colours such as fluorescents or metallics may be used for special products. However, you must make sure their use is consistent with the NHS values and principles. Bear in mind metallic colours should be used with caution, as they appear expensive.

NHS Dark Green Pantone® 342

C 100 M 0 Y 69 K 43

R 0 G 107 B 84

NHS Green Pantone® 355

C 100 M 0 Y 91 K 6

R 0 G 158 B 73

NHS Light Green Pantone® 368

C 65 M 0 Y 100 K 0

R 91 G 191 B 33

NHS Aqua Green Pantone® 3272

C 100 M 0 Y 47 K 0

R 0 G 170 B 158

NHS Aqua Blue Pantone® 312

C 100 M 0 Y 15 K 0

R 0 G 173 B 198

NHS Light Blue Pantone® Process Blue

C 100 M 8.5 Y 0 K 6

R 0 G 145 B 201

NHS Dark Blue Pantone® 287

C 100 M 69 Y 0 K 11.5

R 0 G 56 B 147

NHS Purple Pantone® 2685

C 100 M 94 Y 0 K 0

R 86 G 0 B 140

NHS Dark Pink Pantone® 676

C 8.5 M 100 Y 0 K 15

R 160 G 0 B 84

NHS Dark Red Pantone® 1955

C 0 M 87 Y 43 K 30.5

R 147 G 22 B 56

NHS Red Pantone® 485

C 0 M100 Y 91 K 0

R 216 G 30 B 5

NHS Orange Pantone® 144

C 0 M47 Y 100 K 0

R 226 G 140 B 5

NHS Yellow Pantone® Process Yellow

C 0 M 0 Y 100 K 0

R 247 G 226 B 20

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Using colour 90% 80% 70% 60% 50% 40% 30% 20% 10%

Introduction Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

When printing in one colour only, it is best to use NHS Blue or Black. Otherwise, you may use any other colour from the NHS colour palette - except NHS Yellow and NHS Light Green, as they read poorly against white paper.

NHS Dark Green Pantone® 342 NHS Green Pantone® 355 NHS Light Green Pantone® 368

Tints You can use the colours within the NHS Medway colour palette as solid colours or tints. Palette tints bring a greater breadth and flexibility to the range of colours. They are particularly useful when producing diagrams and charts, and allow for more creativity with one-and-two colour communications.

NHS Aqua Green Pantone® 3272

The NHS Medway logo must never appear as a tint.

NHS Purple Pantone® 2685

NHS Aqua Blue Pantone® 312 NHS Light Blue Pantone® Process Blue NHS Dark Blue Pantone® 287

NHS Dark Pink Pantone® 676 NHS Dark Red Pantone® 1955 NHS Red Pantone® 485 NHS Orange Pantone® 144 NHS Yellow Pantone® Process Yellow

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Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Black

White

Yellow

Orange

Red

Dark Red

Dark Pink

Purple

Dark Blue

Blue

Light Blue

Basic elements The logo Colour Typography The Medway Swathe

Aqua Blue

Communications checklist

Aqua Green

If you are printing using a coloured background, you need to make sure there is sufficient contrast. Text headings may be any colour so long as they enhance readability. (Please see colour chart below). Light Green

Introduction

Green

Background colours

Dark Green

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Dark Green Green Light Green Aqua Green Aqua Blue Light Blue Dark Blue Purple Dark Pink Dark Red Red Orange Yellow White Black Blue

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Web colour palette

Introduction

As with printed communications, colour can be used in electronic media to add interest and appeal while staying true to the NHS Medway look and feel.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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The NHS web colour palette uses a different specification system to the print colour palette. For example, within the web colour palette, NHS Blue (Pantone速 300) is displayed using the hexadecimal format, HTML 0066CC. The web palette also allows for RGB variations. You should only ever use the NHS web colour palette for electronic publishing. Do not use tints of any of the web colour palette colours.

NHS Dark Green

R 0 G 107 B 84

HTML 003300

NHS Green

R 0 G 158 B 73

HTML 009933

NHS Light Green

R 91 G 191 B 33

HTML 66CC33

NHS Aqua Green

R 0 G 170 B 158

HTML 009966

NHS Aqua Blue

R 0 G 173 B 198

HTML 0099CC

NHS Blue

R 0 G 145 B 201

HTML 0066CC

NHS Dark Blue

R 0 G 56 B 147

HTML 0066CC

NHS Purple

R 86 G 0 B 140

HTML 330099

NHS Dark Pink

R 160 G 0 B 84

HTML 990066

NHS Dark Red

R 147 G 22 B 56

HTML 990000

NHS Red

R 216 G 30 B 5

HTML CC0000

NHS Orange

R 226 G 140 B 5

HTML FF6600

NHS Yellow

R 247 G 226 B 20

HTML FFF00

White

R 255 G 255 B 255

HTML FFFFFF

Black

R0 G0 B0

HTML 000000

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Primary typeface: Frutiger

Introduction

The consistent use of the NHS typefaces is essential to helping us establish a recognised and professional brand. It is vital that they are used correctly across all services, messages and materials.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Frutiger should be used on all professionally printed NHS Medway communications. It is ideal for headings and text, and is also very effective when used in diagrams, charts, tables, or when presenting technical information.

Frutiger Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/? Frutiger Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/? Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/? Frutiger Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/?

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Secondary typeface: Arial

Introduction

Arial is the preferred font for all documents produced internally. It is widely available and comes pre-installed on all modern PCs.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Arial should be used for all documents created on a PC - ie powerpoint slides, letters, reports and emails. You can use Arial for internally produced documents as an alternative to Frutiger. It is the preferred typeface where Frutiger is unavailable.

Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/? Arial Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/? Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/? Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/?

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Other secondary typefaces: Garamond

Introduction

Garamond can be used for body copy, but should not be used for headings, subheadings or headlines. It reads easily and complements Frutiger.

Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/?

Garamond Roman should be used where available, supported by italic and bold typefaces for printed materials.

Garamond Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/?

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

For advice on typefaces contact the Communications team.

Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/?

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Alternative typefaces

Introduction

Although Frutiger should be used wherever possible, there may be occasions when other fonts are more appropriate for publication titles and headlines.

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For example: • to add graphic interest to a printed communication aimed at young people • on publicity campaigns where a specific design style has been developed. The alternative typeface must, however, conform to the NHS communication principles of clarity and accessibility. It must also help to include, engage and inspire the target audience. If you intend to use an alternate typeface, you must consult the Communications team first.

Foreign language fonts We want the NHS to be accessible to all people at all times. To do this, the language needs of our local communities need to be considered. You may need to think about producing your materials in translation, and there will be occasions when foreign language fonts are required. As with Roman typefaces, Asian, Cyrillic and other typefaces attract a range of styles. Try to use a font that is clear and uncomplicated. If possible, test it out on your target audience before going to print. Remember that type is more legible if it is: • non-italic • against a background which is in strong contrast to the type. Please contact the Communications team if you need advice about producing communications in different languages.

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What to avoid

Introduction

Good typography does not need to shout. Ensure typesetting is always clear and legible to all audiences.

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Long line lengths and sentences should be avoided as they are difficult to read. • Don’t centre, align right or justify text. •D  on’t underline text in a sentence or use drop shadows and outlines. •D  on’t use wide letterspacing or tight and touching type. NB: Optimum point size for type for a general audience is 12pt. For a limited number of materials, for example business cards, type size can be reduced to 10pt or 11pt. For further information on accessibility please see the effective communication section.

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Recommended type sizes and styles

Introduction

The following typestyles should be followed to build consistency of brand and ensure visual clarity.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Use the various typestyles outlined here to pace the layout and guide the reader through the copy. Good page design should make use of type size, type weights and colour choices to reflect a clear hierarchy of information.

Body text – 12pt/16pt Frutiger Body text – 12pt/16pt Frutiger or

Body text– 14pt/18pt Frutiger Body text – 14pt/18pt Frutiger

Subheadings 14pt/18pt Frutiger Bold in colour or black with 2mm space after Secondary subheadings (body text in bold) 12pt/16pt Frutiger Bold

or

Body text – 16pt/20pt Frutiger Body text – 16pt/20pt Frutiger

Document titles in 24pt, 30pt and 48pt Frutiger Roman Large intro style maximum 20pt/24pt Frutiger Roman Small intro style 16pt/20pt Frutiger Roman

Other applications Signage Partnerships Caption 8pt Frutiger Bold

Photo credit 8pt Frutoger

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Text in bar Frutiger Roman in12pt on A4 and A5, 11pt on DL and 16pt on A3

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Introduction

Introduction

This section introduces you to the unique element of our visual identity - the Medway Swathe.

For the exact logo, dimensions for standard documents and exclusion zone information please refer to the logo section.

The NHS Medway logo must always appear with the Medway Swathe in the position as indicated on the following page.

Colours Blue: Pantone 312 (50%), R119 G208 B234 Purple: Pantone 2685, R86 G0 B140 Purple band: Pantone 2685 (40%) R152 G144 B193

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How to use it

Introduction

The Medway Swathe should appear on all NHS Medway publications, including internally produced documents where a more graphic statement of the brand is required. It does not appear on stationery, signage, vehicles and merchandise where only a basic level of branding is required.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

The Medway Swathe can appear with the NHS purple block if bleeding off the bottom of a document (type 1 and 3). If appearing without the purple block across the top of a document (type 2) the blue and purple strip should be used across the bottom. This can also be used for any internal pages of a document without the Medway Swathe. However, this must never be used without the Medway Swathe on any single page documents or covers.

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1

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2

3

3

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17mm

Menu Introduction Communications checklist

A4 position The Medway Swathe depth = 35mm. Footer depth = 14mm.

13mm 8.5mm 6.5mm 35mm

Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

14mm

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A5 and DL position

Introduction

The Medway Swathe depth = 25mm or 18mm. Footer depth = 10mm.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

13mm

9mm 10mm

7mm

7mm

7mm

6mm

6mm 18mm

25mm

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10mm

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10mm

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20mm

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A3 position

17mm 14mm

Introduction Communications checklist

The Medway Swathe depth = 50mm. Footer depth = 20mm.

8mm

50mm

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20mm

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A4 landscape

Introduction

Depth below NHS logo (approx) = 20mm. Footer depth = 17mm.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

Use these dimensions for 210mm square documents.

For posters and advertisements which are not a standard size or shape, the size and proportions of the Medway Swathe and logo must remain consistent with the guidelines for ‘A’ format documents. 17mm 13mm 8.5mm

20mm

Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

17mm

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Titling on documents

Introduction

Type 1. Headings can be used oversized in the purple area.

Communications checklist

Type 2. Headings can be placed above the Medway Swathe. The size depends on the length of line but should not go below 30pt on A4 documents.

Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

Further examples of the Medway Swathe usage can be found on the next page and in the corporate materials section.

Your title here

Effective communication Images Tone of voice Accessibility

Your title can go anywhere in this space (any size)

Other applications Signage Partnerships

1

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Type 3. For posters and advertising, the Medway Swathe can be moved to bottom. The headings, text and pictures can occupy the white space.

Your title can go anywhere in this space (any size) 2

3

3

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Different treatments

Introduction

There are a number of different options to suit a variety of applications.

Communications checklist

Further examples of the Medway Swathe can be found in the promotional materials section.

Basic elements The logo Colour Typography The Medway Swathe

2. The space above the Medway Swathe is used for a generic or sub-head. The main heading is below the Medway Swathe and ranged right to compliment the picture coming in from the left. 3. Heading is above the Medway Swathe with a full-page picture below. This design can be used on magazine covers or company reports.

Corporate materials Stationery Document templates Promotional materials E-comms

Healthmatters

Information

Effective communication Images Tone of voice Accessibility

Improving health and healthcare in Medway

Other applications Signage Partnerships

1

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1. A large title is used for visual impact.

Making a Complaint 2

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3

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2

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Menu Introduction Communications checklist

This section gives an overview of the templates for NHS Medway corporate materials. To ensure consistency, NHS Medway corporate materials must be reproduced from the master templates and artwork.

Corporate materials

Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Introduction to stationery

Introduction

When producing stationery, you need to ensure your materials support and project our shared NHS identity.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

Across all your stationery materials, the NHS Medway logo should only be reproduced in NHS Blue (Pantone速 300) and black. You should not reproduce the logo in any other colour, or as a tint of either NHS Blue or black. Printing in NHS Blue alone will not deliver the same clarity as black, and for this reason should be avoided.

Effective communication Images Tone of voice Accessibility

When printing the NHS Medway stationery, in the majority of cases, you should not require more than one or two-colour printing.

Other applications Signage Partnerships

You should always ensure you use the original artwork from your logotype and do not alter it in any way.

We recommend you use a professional printer to produce your stationery items. We also recommend you use a good quality white paper. There may be instances where audience needs or business requirements make alternative paper stocks necessary. For example, if you are producing materials for people with visual impairments - use yellow paper (with black ink); or producing materials for elderly or disabled people, who often find paper too flimsy to hold - use stiffer material, particularly if you are supplying location directions. In all cases you should choose a lasercompatible stock. You should also keep environmental issues in mind. Sustainable paper sources, inks and processes will lessen the impact of your printing operations.

No design style should be applied to stationary.

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Letterhead

Introduction

On letterheads the logo size should be 8.5mm (measured as the height of the NHS letters). This must be positioned in the top right-hand corner of your letterhead.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

17mm

17mm

Unit or department name Frutiger Bold, NHS Blue (Pantone速 300) or black, 9/11pt. Address, telephone, fax and website address Frutiger Roman, black, 9/11pt.

13mm 8.5mm 17mm NHS Medway Fifty Pembroke Court Chatham Maritime Chatham Kent ME4 4EL Direct Line: 01634 XXXXXX Fax: 01634 XXXXXX Email: first name.surname@medwaypct.nhs.uk

You should allow one standard line-space between your address, telephone number, fax number and website address. You can increase the point size if you think this will make your contact details easier to read. Remember to allow room for a direct-line telephone number and email address if required. Letterheads should be printed on white paper no less than 80gsm. The area at the bottom of our letterhead is reserved for the NHS Medway headquarters address and our board members. This area must not be used for other logos, identities or

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slogans of any kind. All information included in this area should always be printed in black.

Medway Primary Care Trust Headquarters: Fifty Pembroke Court, Chatham Maritime, Chatham, Kent, ME4 4EL Tel: 01634 335020 PALS Direct Line: 0800 014 1641 Chair: Denise Harker | Chief Executive: Marion Dinwoodie Chair, Professional Advisory Committee: Dr Peter Green

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Compliments slip

Introduction

On compliment slips the logo size should be 8.5mm. This must be positioned in the top right-hand corner of your compliment slip.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Unit or department name Frutiger Bold, NHS Blue (Pantone® 300) or black, 9/11pt. Address, telephone, fax and website address Frutiger Roman, black, 9/11pt. You should allow one standard line-space between your address, telephone number, fax number and website address. You can increase the point size if you think this will make your contact details easier to read. Remember to allow room for a direct-line telephone number and email address if required.

Additional information can be put on the reverse of your compliments slip. This content must support the NHS communications principles and be printed in black using Frutiger typeface. Compliments slips should be printed on 80gsm (or 100gsm) white paper. 17mm

17mm 13mm 8.5mm 17mm NHS Medway Fifty Pembroke Court Chatham Maritime Chatham Kent ME4 4EL Direct Line: 01634 XXXXXX Fax: 01634 XXXXXX Email: first name.surname@medwaypct.nhs.uk

With compliments

‘With compliments’ Frutiger Italic, black, 11pt.

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Business cards

Introduction

On business cards the logo size should be 4.25mm (measured as the height of the NHS letters and be positioned in the top right-hand corner.

Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Name Frutiger Bold, black, 8/9pt (10/11pt for people with visual impairments)

All business cards should be printed on a heavier-weight cartridge paper or pulp-board.

Job title Frutiger Roman, black, 6pt (9pt for people with visual impairments) Unit or department name Frutiger Bold, NHS Blue or black, 6.5/9pt (9/11pt for people with visual impairments)

9mm

9mm 7mm X = 4.25mm

Maximum area for personal details

Communications checklist

Address and contact details Frutiger Roman (titles in Frutiger Italic), black, 6.5/9pt For cost-effectiveness, all variable information about the cardholder should be limited to one side only. The web address can be added as part of your contact details.

Name Job Title Direct Line: 01634 XXXXXX Fax: 01634 XXXXXX Email: name.surname@medwaypct.nhs.uk

NHS Medway Fifty Pembroke Court Chatham Maritime

27.5mm

Chatham Kent ME4 4EL

X

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Microsoft Word in-house templates

Introduction

Basic NHS Medway branded templates have been created in MS Word for colour printing on office desktop printers.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

The MS Word templates can be used to create various communication materials such as internal posters, agendas, information sheets and simple newsletters.

The size and position of these elements must not be altered. The core font is Arial. MS Word in-house templates are available on the staff intranet, please visit www.connect.medwaypct.nhs.uk/corporateidentity/

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PowerPoint slides

Introduction

These must be used for all presentations, internal and external.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

All text should be in Arial no smaller than 36pt for slide titles and 24pt for body text.

Title page options

Best practice in PowerPoint presentations • Keep text to a minimum. The presenter should expand on the information contained within the slides in more detail. • Use no more than five lines of text per slide and no more than eight words per line. The NHS Medway PowerPoint slide template is available for download via http://www.connect.medwaypct.nhs.uk/corporateidentity/

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Secondary slide layout options

Other applications Signage Partnerships

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Using images in PowerPoint

Introduction

Image requirements • If you choose to use images, audio and/or video files in presentations you must ensure you are not infringing copyright. • The text of Crown copyright material may be reproduced for NHS purposes. This means it maybe reproduced and presented to an audience at no cost and without permission. For more Information on the use of Crown copyright, please visit the Office of Public Sector Information website http://www.opsi.gov.uk/. • If you are using images, audio or video files from other sources permission must be sought in writing (this can be done via email) from the owner of the original recording or broadcast material. This may incur a cost from the copyright holder. • If you are using an illustration, ensure it is clear,professional and respectful. Avoid using computer clip-art or poor quality images. • You can source images from the NHS PhotoLibrary. The library offers high quality images available for download that all meet NHS communications principles.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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File sizes Please be aware that file sizes for PowerPoint presentations are usually quite large. If a presentation includes a sound or video clip, it is unlikely you will be able to email it. If you are copying your presentation to disk then you will need to copy all elements of the presentation to the disk. If you are including sound clips, images or video files in your presentation these need to be copied onto the disk alongside the presentation in order for them to work. Using high-resolution images can make the file size very large. You can compress the image in PowerPoint by clicking on the image and using the compress image button on the picture tool bar. For presentations with a large number of images, this can reduce file size considerably. You can also use the “zip” facility on your PC to compress files and make them small enough to email.

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Introduction

Introduction

Printed literature, such as brochures, posters and leaflets can help us increase awareness of the work we are doing to improve heath and health services.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

If you need to communicate externally you should always consult the Communications team, who will be able to advise on the best method.

Corporate materials Stationery Document templates Promotional materials E-comms

If you wish to communicate internally to a large group of staff first talk to the Communications team who can advise you on the best way to get your message out.

Effective communication Images Tone of voice Accessibility

MS Word templates are not suitable for use on materials intended for external distribution. The following pages outline the design requirements for printed materials intended for external distribution. Please follow the guidelines carefully and ensure all NHS Medway materials are designed according to these principles. NB: Templates in InDesign, for use by professional designers, are available from the Communications team. Alternatively ask the design agency to contact the Communications team directly.

Other applications Signage Partnerships

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A4 publications covers

Introduction

Sample A4 covers showing the correct use of the logo and the Medway Swathe.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

Easier ways to manage stress

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Improving Health and Healthcare in Medway 2009/2010

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2 www.medwaypct.nhs.uk

2009/2010

3 www.medwaypct.nhs.uk

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A4 publication sample layouts

Introduction

Sample A4 pages and double page spreads in full colour.

Communications checklist

Improve health and well-being Lorem ipsum dolor sit amet, consectetur adipiscing elit. In ullamcorper ante ac dui auctor at vulputate ligula dictum. Nullam sit amet ante dui, nec varius sapien. Quisque et tempus urna. Nunc mattis feugiat elit vel consectetur. Suspendisse eu feugiat arcu. Donec massa mauris, dapibus bibendum sodales nec, vulputate vel risus.

Basic elements The logo Colour Typography The Medway Swathe

Consectetur adipiscing elit. Etiam luctus pulvinar aliquam. Praesent auctor, velit in facilisis mattis, turpis sapien condimentum tellus, nec tristique mi risus ut sapien. Donec tristique, nibh eu volutpat commodo, nunc nisi blandit tortor, in fringilla magna tellus sit amet ipsum. Nunc consectetur, purus sit amet adipiscing sodales, est nunc bibendum purus, ac hendrerit mauris nunc ac tellus. Nullam pellentesque, mi sed dapibus vestibulum, est lorem fringilla leo, non adipiscing diam velit vitae neque. Maecenas gravida blandit malesuada.

Corporate materials Stationery Document templates Promotional materials E-comms

Nulla non pharetra odio. Donec porttitor neque et mauris tincidunt gravida. Nam nibh nisi, placerat ut pellentesque ut, ultricies eget velit. Quisque in orci

Aenean luctus mauris id nunc condimentum a suscipit libero auctor. Maecenas quis orci et leo egestas mattis. Ut vel arcu felis. Duis lorem mi, malesuada sed consequat ultricies, semper vulputate mauris. Aliquam erat volutpat. In scelerisque consequat magna, a blandit nisi ornare ac. Nulla interdum, magna eget consequat posuere, lacus tellus feugiat quam, nec lobortis neque urna ac dui. Praesent vel enim ipsum, ac ultricies mi. Praesent commodo tempor aliquam. In lobortis justo augue.

Did you know that? • More people in Medway are giving up smoking than ever before. • Quitting is the single best way smokers can improve their health l You are four times more likely to succeed in quitting with NHS help than by going it alone • 20-a-day cost £2007.50 a year

Sed non lectus ligula. Cras malesuada blandit magna, ut mattis lectus dapibus vel. Nunc vitae elit mauris, eget ullamcorper erat. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Maecenas suscipit mollis purus, eget dapibus quam sodales non. Maecenas a nibh mauris, sed tempor

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NHS walk-in centre Medway NHS healthcare Centre is open 8am-8pm 7 days a week. There is no need to book and you can be seen by the team of GPs and nurses even if you are not registered. The main base for Medway NHS Healthcare Centre is at 547-553 Canterbury Street, Gillingham, Kent ME7 5LF (behind the hoardings). The medical team also runs clinics in Twydall, Parkwood, Hempstead and Hoo St Werburgh. Consectetur adipiscing elit. Etiam luctus pulvinar aliquam. Praesent auctor, velit in facilisis mattis, turpis sapien condimentum tellus, nec tristique mi risus ut sapien. Donec tristique, nibh eu volutpat commodo, nunc nisi blandit tortor, in fringilla magna tellus sit amet ipsum. Nunc consectetur, purus sit amet adipiscing sodales, est nunc bibendum purus, ac hendrerit mauris nunc ac tellus.

Healthyliving Consectetur adipiscing elit. Etiam luctus pulvinar aliquam. Praesent auctor, velit in facilisis mattis, turpis sapien condimentum tellus, nec tristique mi risus ut sapien. Donec tristique, nibh eu volutpat commodo, nunc nisi blandit tortor, in fringilla magna tellus sit amet ipsum. Nunc consectetur, purus sit amet adipiscing sodales, est nunc bibendum purus, ac hendrerit mauris nunc ac tellus.

Nullam pellentesque, mi sed dapibus vestibulum, est lorem fringilla leo, non adipiscing diam velit vitae neque. Maecenas gravida blandit malesuada. Nulla non pharetra odio. Donec porttitor neque et mauris tincidunt gravida. Nam nibh nisi, placerat ut pellentesque ut, ultricies eget velit. Quisque in orci lectus. Aenean sit amet lacus sapien. Sed id justo quam, nec lobortis felis. Duis urna lectus, vulputate id accumsan eget, iaculis in lorem.Sed justo leo, ultricies et ullamcorper eget, dignissim eu purus. Vestibulum id tortor enim, et consequat ante. Integer sem nisl, vehicula volutpat vulputate eu, mattis vitae est. Curabitur volutpat, tortor quis dapibus aliquet, ligula nisi congue eros, ac dignissim nulla lacus et tellus. Nunc rhoncus porta risus, vitae lobortis nibh iaculis et. Aliquam id lacus nulla.

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Maecenas nec velit id sapien posuere feugiat.

Nunc rhoncus porta risus, vitae lobortis nibh iaculis et. Aliquam id lacus nulla, at sodales felis. Suspendisse vel ante eros. Quisque pulvinar consequat feugiat. Suspendisse quis egestas justo. Nulla mauris velit, condimentum eget consequat vitae, cursus non erat. Vestibulum bibendum neque sit amet lacus luctus tincidunt.

2

Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

lectus. Aenean sit amet lacus sapien. Sed id justo quam, nec lobortis felis. Duis urna lectus, vulputate id accumsan eget, iaculis in lorem.Sed justo leo, ultricies et ullamcorper eget, dignissim eu purus. Vestibulum id tortor enim, et consequat ante. Integer sem nisl, vehicula volutpat vulputate eu, mattis vitae est. Curabitur volutpat, tortor quis dapibus aliquet, ligula nisi congue eros, ac dignissim nulla lacus et tellus. Phasellus id felis elit.

velit. Nam eget risus eget nibh egestas tempor eget a tellus. Vivamus quis ante turpis, sit amet vestibulum felis. Ut porttitor orci vel elit pretium et ornare turpis ultrices. Vivamus molestie rutrum metus. Cras eget ligula eu sapien suscipit varius a quis nibh. Sed tempor velit nec ante ornare tincidunt pulvinar diam laoreet. Sed est orci, commodo ac sodales non, laoreet in magna. Maecenas pretium rhoncus euismod. Pellentesque lacinia feugiat libero, eget adipiscing sem sollicitudin at. Donec laoreet erat dictum augue auctor tincidunt. Sed suscipit convallis quam sed vulputate. Sed nibh mauris, scelerisque sit amet cursus quis, porttitor sed quam. Etiam ac diam orci.

Nullam pellentesque, mi sed dapibus vestibulum, est lorem fringilla leo, non adipiscing diam velit vitae neque. Maecenas gravida blandit malesuada. Nulla non pharetra odio. Donec porttitor neque et mauris tincidunt gravida. Nam nibh nisi, placerat ut pellentesque ut, ultricies eget velit. Quisque in orci lectus. Aenean sit amet lacus sapien. Sed id justo quam, nec lobortis felis. Duis urna lectus, vulputate id accumsan eget, iaculis in lorem.Sed justo leo, ultricies et ullamcorper eget, dignissim eu purus. Vestibulum id tortor enim, et consequat ante. Integer sem nisl, vehicula volutpat vulputate eu, mattis vitae est. Curabitur volutpat, tortor quis dapibus aliquet, ligula nisi congue eros, ac dignissim nulla lacus et tellus. Nunc rhoncus porta risus, vitae lobortis nibh iaculis et. Aliquam id lacus nulla, at sodales felis. Suspendisse vel ante eros. Quisque pulvinar consequat feugiat. Suspendisse quis

4

egestas justo. Nulla mauris velit, condimentum eget consequat vitae, cursus non erat. Vestibulum bibendum neque sit amet lacus luctus tincidunt. Sed non lectus ligula. Cras malesuada blandit magna, ut mattis lectus dapibus vel. Nunc vitae elit mauris, eget ullamcorper erat. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Maecenas suscipit mollis purus, eget dapibus quam sodales non. Maecenas a nibh mauris, sed tempor velit. Nam eget risus eget nibh egestas tempor eget a tellus. Vivamus quis ante turpis, sit amet vestibulum felis. Ut porttitor orci vel elit pretium et ornare turpis ultrices. Vivamus molestie rutrum metus. Cras eget ligula eu sapien suscipit varius a quis nibh. Sed tempor velit nec ante ornare tincidunt pulvinar diam laoreet. Sed est orci, commodo ac sodales non, laoreet in magna. Maecenas pretium rhoncus euismod. Pellentesque lacinia feugiat libero, eget adipiscing sem sollicitudin at. Donec laoreet erat dictum augue auctor tincidunt. Sed suscipit convallis quam sed vulputate. Sed nibh mauris, scelerisque sit amet cursus quis, porttitor sed quam. Etiam ac diam orci. Maecenas nec velit id sapien posuere feugiat. Donec laoreet erat dictum augue auctor tincidunt. Sed suscipit convallis quam sed vulputate. Sed nibh mauris, scelerisque sit.

5

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Landscape and square format publications

Introduction

Sample covers and page design for landscape and sqaure format documents showing correct use of the logo and the Medway Swathe.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

Patient Advice and Liaison Service (PALS) For further information Call 000 0000 0000 or email www.medwaypct.nhs.uk

Corporate materials Stationery Document templates Promotional materials E-comms

www.medwaypct.nhs.uk

Effective communication Images Tone of voice Accessibility

Improving health and healthcare in Medway

Other applications Signage Partnerships

Ut consequat euismod nunc vitae eleifend. Vivamus condimentum consequat mauris a rutrum. Suspendisse potenti. Etiam malesuada dictum placerat. Duis urna risus, commodo et accumsan eu, ullamcorper ac lorem. Pellentesque imperdiet leo non metus interdum et pellentesque purus dignissim. Vestibulum faucibus odio id orci blandit vehicula. Ut fermentum suscipit feugiat.

1

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Comments, compliments and complaints

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras congue tellus ut ipsum rutrum eget ultrices purus condimentum. Phasellus id ultricies risus. Nulla facilisi. Aenean gravida, risus blandit pellentesque facilisis, magna diam placerat purus, ac imperdiet mauris turpis ac mi.

usce quis turpis fringilla orci accumsan bibendum vitae at lacus. Phasellus quis tellus vel massa ornare molestie. Donec vestibulum vestibulum velit et blandit. Phasellus ullamcorper nunc et quam consequat ac malesuada leo tincidunt. Aenean id odio sit amet tortor placerat semper nec quis arcu. In vestibulum magna non urna elementum porttitor. Ut gravida libero a quam condimentum vestibulum. Morbi scelerisque dui in augue consectetur sed hendrerit mi fermentum. Praesent tincidunt, ipsum eget pellentesque pharetra, augue ligula luctus dolor, ut iaculis turpis massa at nunc. Etiam a metus id lorem posuere pretium. Vesti-

bulum adipiscing dictum purus, at tristique velit pulvinar eu. Nulla hendrerit facilisis elit, ut consequat ante posuere ut. Donec fermentum scelerisque eros quis vehicula. Cras vehicula dolor at ante luctus faucibus. Ut ac dolor quis nulla eleifend vestibulum accumsan sit amet dui. Duis ut sagittis neque. Nullam non sapien quis dui mollis suscipit vestibulum in arcu. Curabitur rhoncus lorem nunc. Nullam sed eros vitae augue blandit ultricies. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Morbi nec leo eros, vel pretium odio.

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DL Leaflet or flyer

Introduction

Sample leaflet covers in full colour showing the correct use of the logo and the Medway Swathe.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Phasellus malesuada rutrum Est ac iaculis. Proin id turpis at nisl interdum ullamcorper sit amet nec felis. Integer velit ligula, mollis id tempus vulputate, ultricies ut nisl. Ut convallis placerat dignissim. Phasellus mollis consectetur ante eu ultrices. Suspendisse viverra, ante at fringilla tristique, lacus dolor adipiscing nulla, laoreet scelerisque velit libero non lorem.  Donec sodales sem a lorem  vulputate porta lobortis felis fermentum.  Vivamus consequat odio  Quis massa rutrum eget tincidunt erat euismod. Cum sociis natoque.  Penatibus et magnis dis parturient  Montes, nascetur ridiculus mus.  Nulla a lacinia eros. Donec convallis justo vel eros fermentum non varius sapien venenatis. Aenean nunc justo, dapibus ut sodales eu, aliquam at lectus. Quisque sed nibh sed mi volutpat varius. Aliquam pharetra luctus ultrices. Praesent luctus velit a mi dictum porttitor mattis neque euismod. Fusce commodo molestie elementum. Suspendisse lobortis purus id nisi feugiat ac faucibus sapien placerat. Pellentesque tellus nisi, condimentum sed imperdiet eget, commodo sit amet justo. Nulla dignissim augue Ac odio semper laoreet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin nulla purus, feugiat ut malesuada sed, eleifend vel erat. Fusce iaculis lobortis commodo. Suspendisse suscipit augue at velit vehicula pharetra. Vestibulum vitae mattis sapien. Duis quis urna quis massa interdum ornare.

It’s your NHS Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce ac lorem nulla ac euismod erat. Praesent malesuada Ante eu nibh accumsan et Ullamcorper est molestie. Morbi tempor Elit blandit ante pulvinar posuere. Nulla facilisi. Nunc luctus est lobortis magna ultrices dapibus.

www.medwaypct.nhs.uk

Improving health and healthcare in Medway www.medwaypct.nhs.uk

Make your experiences count Est ac iaculis. Proin id turpis at nisl interdum ullamcorper sit amet nec felis. Integer velit ligula, mollis id tempus vulputate, ultricies ut nisl. Ut convallis placerat dignissim. Phasellus mollis consectetur ante eu ultrices. Suspendisse viverra, ante at fringilla tristique, lacus dolor adipiscing nulla, laoreet scelerisque velit libero non lorem.  Donec sodales sem a lorem  vulputate porta lobortis felis fermentum.  Vivamus consequat odio  Quis massa rutrum eget tincidunt erat euismod. Cum sociis natoque.  Penatibus et magnis dis parturient  Montes, nascetur ridiculus mus. Praesent luctus velit a mi dictum porttitor mattis neque euismod. Fusce commodo molestie elementum. Suspendisse lobortis purus id nisi feugiat ac faucibus sapien placerat. Pellentesque tellus nisi, condimentum sed imperdiet eget, commodo sit amet justo. Nulla dignissim augue Ac odio semper laoreet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin nulla purus, feugiat ut malesuada sed, eleifend vel erat. Fusce iaculis lobortis commodo. Suspendisse suscipit augue at velit vehicula pharetra. Vestibulum vitae mattis sapien. Duis quis urna quis massa interdum ornare. Integer vehicula consequat lobortis. Etiam commodo tristique elit eget lacinia. Morbi augue lacus, pellentesque vitae ullamcorper id, dictum a tellus. Nunc lacinia lectus sit amet est viverra eget convallis orci aliquet. Donec lacinia, risus sit amet gravida.

Est ac iaculis. Proin id turpis at nisl interdum ullamcorper sit amet nec felis. Integer velit ligula, mollis id tempus vulputate, ultricies ut nisl. Ut convallis placerat dignissim. Phasellus mollis consectetur ante eu ultrices. Suspendisse viverra, ante at fringilla tristique, lacus dolor adipiscing nulla, laoreet scelerisque velit libero non lorem. Praesent luctus velit a mi dictum porttitor mattis neque euismod. Fusce commodo molestie elementum. Suspendisse lobortis purus id nisi feugiat ac faucibus sapien placerat. Pellentesque tellus nisi, condimentum sed imperdiet eget, commodo sit amet justo. Nulla dignissim augue Ac odio semper laoreet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin nulla purus, feugiat ut malesuada sed, eleifend vel erat. Fusce iaculis lobortis commodo. Suspendisse suscipit augue at velit vehicula pharetra. Vestibulum vitae mattis sapien. Duis quis urna quis massa interdum ornare.

www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

50


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Magazines

Introduction

Sample magazine covers in full colour showing the correct use of the logo, the Medway Swathe, masthead text and coverlines.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Issue number

Healthyliving

Issue number

Healthyliving

Inside Story title 1 Story title 2 Story title 3 Story title 4

Other applications Signage Partnerships

Inside Proin nec nulla ipsum, sit amet ultricies orci. Lorem ipsum dolor sit amet.

1 www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

Mauris fermentum condimentum ligula vitae condimentum.

Vestibulum porta venenatis dui et laoreet. In hac habitasse platea dictumst. www.medwaypct.nhs.uk

51


Menu

Magazines

Introduction

Sample magazine spread.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

Heathimprovement

Corporate materials Stationery Document templates Promotional materials E-comms

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras congue tellus ut ipsum rutrum eget ultrices purus condimentum. Phasellus id ultricies risus. Nulla facilisi. Aenean gravida, risus blandit pellentesque facilisis, magna diam placerat purus, ac imperdiet mauris turpis ac mi.

Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Phasellus quis tellus vel massa ornare molestie. Donec vestibulum vestibulum velit et blandit. Phasellus ullamcorper nunc et quam consequat ac malesuada leo tincidunt. Aenean id odio sit amet tortor placerat semper nec quis arcu.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi adipiscing nisl sit amet odio mattis at suscipit sem ultricies. Nullam ac magna purus, a consectetur urna. Nunc suscipit commodo volutpat. Praesent ultrices imperdiet turpis, eu faucibus ante fringilla non. Sed aliquam tellus id urna consectetur vehicula. Aenean id imperdiet leo. Sed eget purus ante. Integer commodo tincidunt feugiat. Duis pellentesque arcu et lorem varius volutpat. In quis lectus mi.

2

www.medwaypct.nhs.uk

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi adipiscing nisl sit amet odio mattis at suscipit sem ultricies. Nullam ac magna purus, a consectetur urna. Nunc suscipit commodo volutpat. Praesent ultrices imperdiet turpis, eu faucibus ante fringilla non. Sed aliquam tellus id urna consectetur vehicula.

Staying Fit

• Donec vestibulum vestibulum velit et blandit. • Phasellus ullamcorper nunc et quam consequat ac malesuada leo tincidunt. • Aenean id odio sit amet tortor placerat semper nec quis arcu. • In vestibulum magna non urna elementum porttitor. Ut gravida libero a quam condimentum vestibulum. • Morbi scelerisque dui.

Aenean id imperdiet leo. Sed eget purus ante. Integer commodo tincidunt feugiat. Duis pellentesque arcu et lorem varius volutpat. In quis lectus mi. Aliquam sollicitudin dolor sed enim fringilla blandit. Maecenas vitae orci eu leo congue vestibulum. Nam nec feugiat risus. Maecenas sagittis varius blandit. Aliquam condimentum libero sed arcu tempus quis lobortis velit egestas. Nullam vel dapibus velit. Aenean nec massa eu erat porttitor imperdiet. Fusce scelerisque felis ut lorem ullamcorper faucibus. Phasellus at erat in enim ultricies

malesuada. Donec ac euismod massa. Nunc et magna non arcu eleifend fringilla et et turpis. Sed a ipsum ac augue. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi adipiscing nisl sit amet odio mattis at suscipit sem ultricies. Nullam ac magna purus, a consectetur urna. Nunc suscipit commodo volutpat. Praesent ultrices imperdiet turpis, eu faucibus ante fringilla non. Sed aliquam tellus id urna consectetur vehicula. Aenean id imperdiet leo. Sed eget purus ante. Integer commodo tincidunt feugiat. Duis pellentesque arcu et lorem varius volutpat. In quis lectus mi. Aliquam sollicitudin dolor sed enim fringilla blandit. Maecenas vitae orci eu leo congue vestibulum. Nam nec feugiat risus. Maecenas sagittis varius blandit. Aliquam condimentum libero sed arcu tempus quis lobortis velit egestas.

Caption Duis ut sagittis neque. Nullam non sapien quis dui mollis suscipit vestibulum in arcu.

Phasellus quis tellus vel massa.

• Donec vestibulum vestibulum velit et blandit. • Phasellus ullamcorper nunc et quam consequat ac malesuada leo tincidunt. • Aenean id odio sit amet tortor placerat semper nec quis arcu. • In vestibulum magna non urna elementum porttitor. Ut gravida libero a quam condimentum vestibulum. • Morbi scelerisque dui in augue consectetur sed hendrerit mi fermentum. Aliquam sollicitudin dolor sed enim fringilla blandit. Maecenas vitae orci eu leo congue vestibulum. Nam nec feugiat risus. Maecenas sagittis varius blandit.

Aliquam condimentum libero sed arcu tempus quis lobortis velit egestas. Nullam vel dapibus velit. Aenean nec massa eu erat porttitor imperdiet. Fusce scelerisque felis ut

3

52


Menu

Newsletters

Introduction

Sample newsletter cover.

Sample newsletter internal page.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

Issue number

Getinvolved

Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Section

Working together for patients Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce ac lorem nulla, ac euismod erat. Praesent malesuada ante eu nibh accumsan et ullamcorper est molestie. Morbi tempor elit blandit ante pulvinar posuere. Nulla facilisi. Nunc luctus est lobortis magna ultrices dapibus. Cras suscipit, enim sed varius interdum, lectus nibh vulputate neque, in elementum urna sem quis tellus.

Healthier living

A healthier future for Medway

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi adipiscing nisl sit amet odio mattis at suscipit sem ultricies. Nullam ac magna purus, a consectetur urna. Nunc suscipit commodo volutpat. Praesent ultrices imperdiet turpis, eu faucibus ante fringilla non. Sed aliquam tellus id urna consectetur vehicula. Aenean id imperdiet leo. Sed eget purus ante. Integer commodo tincidunt feugiat. Duis pellentesque arcu et lorem varius volutpat. In quis lectus

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi adipiscing nisl sit amet odio mattis at suscipit sem ultricies. Nullam ac magna purus, a consectetur urna. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi adipiscing nisl sit amet odio mattis at suscipit sem ultricies. Nullam ac magna purus, a consectetur urna. Nunc suscipit commodo volutpat. Praesent ultrices imperdiet turpis, eu faucibus ante fringilla non. Sed aliquam tellus id urna consectetur vehicula. Aenean id imperdiet leo. Sed eget purus ante. Integer commodo tincidunt feugiat. Duis pellentesque arcu et lorem varius volutpat. In quis lectus mi. Aliquam sollicitudin dolor sed

Lorem ipsum dolor sit amet

Aliquam condimentum libero sed arcu tempus quis lobortis velit egestas. Nullam vel dapibus velit. Aenean nec massa eu erat porttitor imperdiet. Fusce scelerisque felis ut lorem ullamcorper faucibus. Phasellus at erat in enim ultricies malesuada. Donec ac euismod massa. Nunc et magna non arcu eleifend fringilla et et turpis. Sed a ipsum ac augue.

scelerisque velit libero non lorem. Donec sodales sem a lorem vulputate porta lobortis felis fermentum. Vivamus consequat odio quis massa rutrum eget tincidunt erat euismod. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nulla a lacinia eros.

lectus nibh vulputate neque, in elementum urna sem quis tellus. Aenean in est eu dolor eleifend viverra sit amet nec arcu.  Donec a malesuada nibh.  Vestibulum non auctor ante.  Maecenas vel nulla vitae diam consectetur fermentum.  Donec ut odio quis dui mollis venenatis.  Nunc porta metus eu magna blandit nec mollis est congue.

enim fringilla blandit. Maecenas vitae orci eu leo congue vestibulum. Nam nec feugiat risus. Maecenas sagittis varius blandit.

mi. Aliquam sollicitudin dolor sed enim fringilla blandit. Maecenas vitae orci eu leo congue vestibulum. Nam nec feugiat risus. Maecenas sagittis varius blandit.

Consectetur adipiscing elit. Fusce ac lorem nulla, ac euismod erat. Praesent malesuada ante eu nibh accumsan et ullamcorper est molestie. Morbi tempor elit blandit ante pulvinar posuere. Nulla facilisi. Nunc luctus est lobortis magna ultrices dapibus. Cras suscipit, enim sed varius interdum,

Aliquam condimentum libero sed arcu tempus quis lobortis velit egestas.

1

www.medwaypct.nhs.uk

Phasellus malesuada rutrum est ac iaculis. Proin id turpis at nisl interdum ullamcorper sit amet nec felis. Integer velit ligula, mollis id tempus vulputate, ultricies ut nisl. Ut convallis placerat dignissim. Phasellus mollis consectetur ante eu ultrices. Suspendisse viverra, ante at fringilla tristique, lacus dolor adipiscing nulla, laoreet

Aenean dignissim sapien in justo dictum non molestie est hendrerit. Integer ullamcorper semper massa, sit amet tincidunt felis consectetur ac. Curabitur tempor vestibulum pharetra. Phasellus malesuada rutrum est ac iaculis. Proin id turpis at nisl interdum ullamcorper sit amet nec felis. Integer velit ligula, mollis id tempus vulputate, ultricies ut nisl. Ut convallis placerat dignissim.

2

53


Menu

Posters

Introduction

Sample posters showing the correct use of the logo and two options for the Medway Swathe.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

It’s your NHS

Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Your chance to get involved NHS Medway, the new name for Medway Primary Care Trust, pays for all NHS healthcare for everyone who lives in Medway.

We want to make sure the right care is there when you need it, and to help you improve your health. And that’s why we need you. You are the experts – you know what changes you’d like to see – and we want to hear your ideas. Your experiences and involvement will help us make services better. If you would like to work in partnership with us to shape services and be part of the future of your local NHS, email engagement@medwaypct.nhs.uk or telephone 01634 382771. NHS Medway Engagement 7-8 Ambley Green, Bailey Drive, Gillingham Kent ME8 0NJ

Do you want to have greater say in how things are run at NHS Medway?

Wendy Head, Director of Organisational Development and Workforce Planning, will explain more at:

Or to get involved in improving health and well-being for us all?

11/01/2010 – Copperfield: 12 - 12.45pm

There is going to be a new, much more influential, staff forum at NHS Medway, to represent our views.

13/01/2010 – Pickwick & Copperfield: 3.30 – 4.15pm 15/01/2010 – Pickwick: 10 – 10.45am NHS Medway – improving health and healthcare in Medway

Your health your future 1 www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

54


Menu

Campaign posters

Introduction

Sample posters showing the correct use of the NHS Medway logo and the Medway Swathe in two different styles with campaign branding.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

BE SMOKEFREE Imagine how much better your life will be? Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras vitae felis est, eget dictum felis. Pellentesque et risus nulla, in dictum ligula. Pellentesque justo dui, vehicula et vulputate a, adipiscing sed metus. Quisque tempor enim quis eros congue non tempus magna imperdiet. Aenean quis lorem at magna facilisis fringilla.

Effective communication Images Tone of voice Accessibility

Take the opportunity to have your say in shaping the future of health and healthcare in Medway.

Pellentesque et risus nulla Sed rhoncus volutpat augue sit amet

Other applications Signage Partnerships

It’s your NHS join the debate

Sed rhoncus

Donec blandit odio aliquam mi porta in gravida velit.

Cum sociis natoque

Curabitur eu elit orci. Morbi eleifend ornare vulputate.

Maecenas sit amet porta orci.

Donec blandit odio aliquam mi porta in gravida velit.

Maecenas nec lorem id

Curabitur eu elit orci. Morbi eleifend ornare vulputate.

Vivamus porta

Donec blandit odio aliquam mi porta in gravida velit.

Sed rhoncus

Curabitur eu elit orci. Morbi eleifend ornare vulputate.

Maecenas sit amet porta orci.

Donec blandit odio aliquam mi porta in gravida velit.

Vivamus porta

Curabitur eu elit orci. Morbi eleifend ornare vulputate.

We are visiting The Walter Brice Centre on the 2 July 2010 from 9am-12pm. Come and tell us what you think. For more information please contact Fiona Gaylor on 01634 335173 or email itsyournhsmedway@nhs.net You can also tell us what you think about health and healthcare in Medway by completing our survey online at: www.medwaypct.nhs.uk/healthdebate

Call the Stop Smoking Service on

0000 0000000 www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

55


Menu

Banner stands

Introduction

Sample pop up banner stand showing the correct use of the logo and the Medway Swathe.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

A healthier future for Medway Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse a nisl eu turpis accumsan pellentesque nec malesuada risus. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. • Sed sit amet tincidunt est • Fusce arcu nisl, interdum eget suscipit et • Eleifend nec mauris • Cras suscipit erat sit amet eros sollicitudin luctus. Phasellus placerat turpis at For Further information: Phasellus facilisis metus in massa porttitor auctor. Pellentesque habitant morbi tristique senectus

www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

NB: Images need to be of a higher resolution for large material.

A healthier future for Medway

A healthier future for Medway

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse a nisl eu turpis accumsan pellentesque nec malesuada risus.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse a nisl eu turpis accumsan pellentesque nec malesuada risus.

Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. • Sed sit amet tincidunt est • Fusce arcu nisl, interdum eget suscipit et • Eleifend nec mauris • Cras suscipit erat sit amet eros sollicitudin luctus. Phasellus placerat turpis at

Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. • Sed sit amet tincidunt est • Fusce arcu nisl, interdum eget suscipit et • Eleifend nec mauris • Cras suscipit erat sit amet eros sollicitudin luctus. Phasellus placerat turpis at

For Further information: Phasellus facilisis metus in massa porttitor auctor. Pellentesque habitant morbi tristique senectus

For Further information: Phasellus facilisis metus in massa porttitor auctor. Pellentesque habitant morbi tristique senectus

www.medwaypct.nhs.uk

www.medwaypct.nhs.uk

56


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Recruitment advertisements

Introduction

This information should be read in conjunction with the basic elements section of these guidelines. Follow the general rules of logo and logotype positioning, sizing and use of the exclusion zone.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Recommended minimum type specifications are: Job title: Frutiger Bold 15pt. Job details: Frutiger Bold 12pt / 15pt Body text: Frutiger Roman or Light 8pt / 10pt. Application and contact details: Frutiger Bold 8pt / 10pt. Accountability information: Frutiger Roman 6 or 7.5pt. Left aligned: Black text. Middle of advertisement

X

x

x

x x x = 8.5mm 2x

Administrative Assistant - Brand X

Personnel Assistant - Brand X

Text Text Text Text

Text Text Text Text

Receptionist - Brand X

Receptionist - Brand X

Text Text Text Text

Text Text Text Text

x For further information contact name, job title on 01000 000000 For an application form for the above please contact the Personnel Department on 01000 000000 Address. Tel: 00000 000000. Closing date for all posts (date).

4x

Medway PCT aims to be an equal opportunities employer

All text should fit this allotted text area

www.medwaypct.nhs.uk

57


Menu

Recruitment advertisements 1/6 total width

Introduction

Job title

Grade and location details

x x

Communications checklist

x = 8.5mm

25mm

Basic elements The logo Colour Typography The Medway Swathe

Primary Care Commissioning Manager Brand X Medway Primary Care Trust Text area

Body text

Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Text area

Application and contact detail

Other applications Signage Partnerships

If applicable registered marks such as Investors in People and Positive About Disabled People should be centred horizontally within the black band All text should fit this allotted text area

www.medwaypct.nhs.uk

58


Menu

Merchandise

Introduction

Sample bag, pen and balloon showing branding on merchandise.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

If you require any merchandise, contact the Communications team.

Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

www.medwaypct.nhs.uk

59


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Email signatures

Introduction

Electronic communication is a major element of corporate identity. We send out more emails than letters and email is therefore more visible to more people than any other form of communication.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

www.medwaypct.nhs.uk

A standard form of email signature has been created. Please ensure it appears at the end of all your emails. Do not add your own messages or animation to your email signature. Messages supporting corporate priorities can be included on email signatures. Please first consult the Communications team to ensure information is in line with current organisation-wide priorities.

First name Last name Job title Department NHS Medway Address Telephone number Mobile (if applicable) Email address www.medwaypct.nhs.uk If your email is a request for information made under the terms of the Freedom of Information Act 2000, please email FOI@ medwaypct.nhs.uk. ***Confidentiality***

Privileged and or confidential information may be contained in this message. If you are not the addressee indicated in this message (or responsible for delivery of the message to such person), you may not copy or deliver this message to anyone. In such case, you should destroy this message and kindly notify the sender by reply email. Please advise immediately if you or your employer do not consent to internet email for messages of this kind. Opinions, conclusions and other information in this message that do not relate to the official business of my organisation shall be understood as neither given nor endorsed by it.

60


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Websites and e-marketing

Introduction

Guidelines on websites and e-marketing are in development and will be available in a revised edition of this document.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

NHS Medway is currently in the process of developing a new public facing website and progress updates will be communicated to staff via the intranet throughout the summer of 2010.

Corporate materials Stationery Document templates Promotional materials E-comms

If you need information or documentation published on the web or require general information and advice about online communications including e-newsletters, online surveys and social media, please contact:

Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

www.medwaypct.nhs.uk

Paul Newman Web Manager Telephone: 01634 335218 Email: paulnewman@nhs.net

61


Menu Introduction Communications checklist

This section provides information on the use of images, tone of voice and accessibility.

Effective communication

Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

www.medwaypct.nhs.uk

62


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Choosing imagery

Introduction

NHS Medway is not only about making people well, it is also about keeping them healthy and helping them make informed choices about their health. The images we use in our communications need to reflect this.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

www.medwaypct.nhs.uk

When selecting images for use in NHS Medway communications, think about if they: • tell people we value professionalism, equality and accessibility • enhance the reputation of NHS Medway • reflect the pride we have in our work • adhere to our communications principles. Use only high quality imagery, preferably taken by a professional photographer. Illustrations should follow the same rules as photographs. Always use a professional designer to create illustrations and never use clip art. Photographs are available from the NHS stock photo library (www.photolibrary.nhs.uk). The Communications team has a range of images specific to Medway, which can be used. Whatever imagery is used, it should be appropriate to the audience, message and idea behind the communication. When choosing imagery use the checklist to help

maintain visual interest and consistency within our identity’s range of applications. An NHS Medway image is: • clear • friendly • interesting • representative. • based on reality An NHS Medway image is not: • complicated • artificial • obvious • excluding. Resolution needs vary for different materials and you should work to the following rules: • 72dpi - low resolution for on-screen • 300dpi - high resolution for printed literature • 600dpi - high resolution, for large format materials such as banners (always check with your supplier). Photography and filming policy If you are commissioning new photography featuring real people (staff or the public) you must ensure legal requirements for consent are met. Contact the Communications team for guidance or visit www.connect.medwaypct.nhs.uk/documentlibrary to download the photography content forms.

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Images in support of NHS principles

Introduction

Images and illustrations can enhance our publications if they follow and express our principles. It’s difficult to give hard and fast rules about such a varied subject, but the following points and examples give some guidance.

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We are a people organisation Good example: pictures of real people - staff, patients, the public. Bad example: endless pictures of buildings or equipment.

Our core purpose is health Good example: pictures that support, or don’t contradict, our messages about healthy lifestyles. Bad example: people enjoying smoking, or taking risks that might lead to accidents.

Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

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Images in support of NHS principles

Introduction

We respect people Good example: pictures that show we care and understand.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

Bad example: a ‘funny’ cartoon of a patient suffering from stress; a drawing of an elderly person that reinforces a stereotype; a modern art mural that might shock or offend.

We must be straightforward, accessible and clear Good example: clear diagrams, sharp pictures, well-drawn maps. Bad example: tiny photos, diagrams that have been photocopied so many times they are unreadable.

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Images in support of NHS principles

Introduction

We serve a diverse population, in a range of settings Good example: pictures of young and old, men and women, people from different ethnic backgrounds, in hospitals, homes, ambulances, GP clinics.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

We must be effective Good example: a drawing that shows clearly what a leaflet is about. Bad examples: a design behind text that makes the print difficult to read.

Bad example: a photo selection where every face is young and white.

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Text over image

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Tone of voice

Introduction

Our written communications should be clear, concise, honest and open. The words we use should closely follow and support our principles and values. They need to demonstrate our:

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• professionalism • clarity • respect • accessibility • straightforwardness. When you are writing on behalf of the NHS, make sure your materials are personal and direct. Respect, understanding and accessibility By the nature of what we do we often communicate about difficult, and sometimes painful subjects. With this in mind, it may help to ask: •d  o your words communicate genuine understanding and respect •d  o they empower and inform the reader/ listener?

Similarly, due to the complex subjects we deal with, the words we use need to be as simple and accessible as possible. This means they need to be: • free of jargon • free of acronyms • free of overly technical language. We should also be conscious of contributing to the good reputation of the NHS. What we say should add to the confidence people have in the health service. One-to-one communication with patients and the public Every time you communicate with a patient or a member of the public, you are acting as an ambassador for the NHS. You are projecting the NHS identity. Remember, first impressions count and what you say and how you say it will impact on that person’s confidence (positively or negatively) in our ability to do a good job.

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Accessibility

Introduction

Ensuring equal access to information is now a legal duty. Some people have specific communication needs and you may need to adjust your messages or present your information in alternate formats to make it accessible to everyone.

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In practice this involves: •p  roviding large print, Braille, Easy Read or audio versions of publications • t ranslating materials into other languages

Minimum requirements When producing information on behalf of NHS Medway you should: 1. Understanding your target audience Before you produce information materials do some research and consider the specific requirements of your target audience. For example if you are communicating with visually impaired people follow The Royal National Institute for the Blind recommendations and use a minimum of 14 point type throughout your document.

•d  esigning websites so text and colour settings can be adjusted and speech readers can be used •m  aking specific arrangements for some people such as face to face translation and using sign language or makaton.

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Accessibility

Introduction

2. Get the basics right Use the information throughout these brand guidelines to make your information more accessible.

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• graphs and charts should be large enough so the detail can be seen easily • avoid positioning text over, under or around pictures.

• 12pt is the minimum type size •a  lways left justify your text. Left justified text is much easier to read than centred or right justified text •d  on’t underline to highlight a piece of text, make it bold •e  nsure there is enough contrast between background colours and text •m  ake sure any images you use are representative of our local communities •u  se plain English - keep sentences clear and concise and use everyday words, not jargon or abbreviations

3. Plan for alternate formats Make sure you plan ahead for producing alternate formats. All publications should include: • a clear, large print statement (in 16 point type) offering alternate formats including large print, Braille, Easy Read and audio. These should be available within five working days of receiving a request. • for wider publications going to the whole area, you should include a sentence directing residents to translation services. Don’t use a blanket sentence to cover all your publications, residents need to know what the publication is about so produce a new sentence each time explaining this.

•b  reak up the text as much as possible - use bullet points and keep paragraphs short

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Accessibility

Introduction

Best practice

Communications checklist

When producing any information try to make it accessible to as many people as possible. For example try editing the text for a leaflet so:

The NHS Medway editorial guidelines for print and web are available on the intranet and provide more detailed guidance on producing accessible information.

• there is enough space to use larger type (14 point) • the language is simple • photos and illustrations relate to, and help explain, the text.

Communicating with specific groups For further information on improving information accessibility contact:

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These small changes can make a big difference. More people will be able to understand and respond to your information without the need to request an alternate format.

The Royal National Institute for the Blind www.rnib.org.uk

Information and resources If you require help with finding a language translation service or need further advice and guidance about what alternate formats you need to make available for your publication, please contact the Communications team or visit www.connect.medwaypct.nhs.uk/corporateidentity

The British Institute of Learning Disabilities www.bild.org.uk

The Royal Association for Deaf People www.rnid.org.uk

Equality and Human Rights Commission www.equalityhumanrights.com

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Menu Introduction Communications checklist

This section explains how the NHS Medway brand applies to signage and partnerships. Please read this section in conjunction with guidelines on the logo, typefaces and the colour palette.

Other applications

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Generic signage

Introduction

Wherever possible, the NHS Medway logo in NHS Blue and black should be used on external signage.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

x x x

If the panel only contains the NHS Medway logotype, or the NHS logo with additional NHS organisation names, the panel should be all white.

Medway

2x

Anytown

2x

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Directional signage

Introduction

If the signage is directional, or contains text in addition to your organisation name, the panel should be divided into two parts.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

On the top part of the panel you should set your logotype against a white background. Your directions or other messages should appear in white text using Frutiger Bold on an NHS Blue (Pantone速 300) background.

Corporate materials Stationery Document templates Promotional materials E-comms

When applying the NHS brand to your main signage, you must ensure that the NHS Medway logotype, or the NHS logo, is set within its exclusion zone.

x

x

Medway

2x

Welcome x

x

Effective communication Images Tone of voice Accessibility

x x

Medway

Other applications Signage Partnerships

2x

Anytown

2x

Car Park Reception

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Internal and wayfinding signage

Introduction

Internal and wayfinding signage is also important. It provides directions within your building, and it lets people know when they have reached the room or department they are looking for.

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There is no need to use the NHS Medway logo for internal signage. However, you should use the NHS typeface and colour palette at all times.

Accessibility When creating internal signage, you should keep accessibility issues in mind. For example use large type and symbols or Braille to help people with visual impairments find their way around. Access and safety signs may also be necessary to help people with physical impairments or disabilities.

Example of internal or wayfinding signage.

Car park

Reception

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Exclusion zone

Introduction

The exclusion zone is the clear area around the NHS logo/your logotype in which nothing else should appear. It helps to ensure clarity and readability and improve overall impact. You must not insert any additional words, images or graphic details within the exclusion zone.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

X X

X

This clear space (X) is proportional and defined as the height of the NHS logo.

X

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Colour, typeface and logo

Introduction

You must use the NHS corporate typeface, Frutiger Bold, on all signage you create. For more information about NHS typefaces please see the typography section.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789@£$%&()/?

The NHS Medway logo should be reproduced in NHS Blue, or its nearest match, on all signage. The best paint colour reference for NHS Blue (Pantone® 300) is BSI 18E53. The best RAL match (a colour specifier for paints, powder coatings and gels) is 5017. Using the NHS logo on glass If you are using the NHS logo on a clear background – such as a pane of glass – you should reproduce the NHS lettering in white. The only time this lettering can be clear is when the NHS logo is etched into the glass.

Other applications Signage Partnerships

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About communications partnerships

Introduction

As the NHS evolves and begins to work in new and different ways, there are increasing opportunities to benefit the public through working in partnership with other organisations.

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Partnerships can be formed at local and national levels with organisations that include other parts of the NHS, local authorities, other public sector bodies, charities or commercial organisations. Communications partnerships can give NHS Medway innovative and effective ways of reaching and influencing people with health messages. In particular, partnerships can help engage harder-to-reach audiences by allowing the NHS to borrow either communications channels or credibility from the partner. Working in partnership can also help share the costs of communications and health promotion activities.

Examples of communications partnerships • A joint promotion or campaign, for example NHS Medway working with Medway Council to deliver a co-branded public health campaign • Endorsement of a health promotion activity or event, for example supporting a poster initiative by a commercial organisation or charity • Working with organisations who deliver services on behalf of NHS Medway, for example GPs, Pharmacies, Dentists and Opticians. Using the NHS Medway logo If you are thinking of entering into a communications partnership and need advice on permissions around using the NHS Medway logo and/or how to use the NHS Medway logo, please contact the Communications team. This will help ensure we protect our reputation and maximise the benefits for our organisation. The examples on the following pages cover the basic principles of partnership branding.

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Lead partner branding

Introduction

If the NHS Medway is the lead partner in the relationship, the NHS Medway logo and the Medway Swathe design style should be used. The partner logo should be positioned in the bottom section of the layout, either in the right hand corner ranged right with the NHS Medway logo or ranged left if there is more than one partner logo.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms

Document title

Version A: NHS Medway is the lead partner.

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Partner brand 2

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Secondary or supporting partner branding

Introduction

If NHS Medway is a secondary or supporting partner, the NHS Medway logo should be positioned in the bottom right-hand corner or adjacent to the partner branding. If the NHS logo and a partner logo are adjacent to one another, this communicates equality. The Medway Swathe is not used.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility Other applications Signage Partnerships

Depending on the number of partners involved in an initiative and the creative execution, it may not always be possible to achieve this positioning. Contact the Communications team for advice. Multiple partners If you have multiple partners, including several NHS organisations working together, consider whether it is visually confusing to include all of their logos. You may want to reference their contributions in other ways – for example by listing the partners in text in the foreword of a document.

For detailed guidelines on communication partnerships, please visit NHS Identity. Alternatively contact the Communications team for advice. Version B: Top: The NHS logo a secondary or supporting partner. Bottom: The NHS logo and a partner logo are adjacent to one another.

Partner brand Partner brand

Please note: When there are several NHS organisations working together, the NHS logo should only appear once on a single sheet. This helps to maintain the integrity of the identity and ensures its strength is not diluted by duplication.

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Campaign branding

Introduction

If an NHS Medway initiative involves working with a secondary campaign brand the Medway Swathe design style is used where appropriate.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe

Version C: The NHS logo and a campaign badge next to one another.

Document title

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Partner brand 2

4

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Using the NHS logo with a supporting statement

Introduction

Please note that the NHS Medway logo is not designed to be read in a phrase. If you are using the logo together with a supporting statement, e.g. “Providing services for NHS Medway �, please write this in text and use it together with the logo, ensuring you observe the exclusion zone, as in the examples below.

Communications checklist Basic elements The logo Colour Typography The Medway Swathe Corporate materials Stationery Document templates Promotional materials E-comms Effective communication Images Tone of voice Accessibility

Providing services for NHS Medway

Alternatively the text can be wrapped, see below:

Providing services for NHS Medway

Other applications Signage Partnerships

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NHS Medway: Corporate Identity Guidelines  

Our corporate identity has been developed to ensure local compliance with NHS brand guidelines and to establish a distinctive design style f...

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