Stay Well This Winter Identity Guidelines

Transcription

1 Stay Well This Winter Identity Guidelines

2 About NHS Stay Well This Winter 1 The purpose Stay Well This Winter (SWTW) is a campaign that has been designed to reach the most vulnerable groups in our society providing them with clear, practical guidance on what they can do to stay as healthy as possible. The messages are always about preventative measures that can help keep the elderly or those with long-term health conditions out of hospital. And the various messages are always delivered by a health care professional as they naturally bring authority to the message and seeing it come from a person, rather than the NHS, brings warmth and reassurance to communications too. Contents Identity basic elements 2 Relationship to NHS Logo 3 Logo variations and colour breakdowns 4 Logo in detail 5 Do s and Don ts 6 Relationship to other logos 7 Communications 8 Messaging Structure 9 Typography 10 Alert Graphic 11 Photography 12 Logo relationship with communications 13 Communication examples 14 Contacts 15

3 NHS Stay Well This Winter - Identity basic elements 2 Our logo expresses the programme s message through its immediacy, use of the NHS colour and confident typography. It is crucial to reproduce our logo correctly and consistently, so that the brand appears correctly and consistently in every communication. When using the Stay Well logo, it is important that it always appears in conjunction with the NHS logo, because it is a service provided by the NHS.

4 NHS Stay Well This Winter - Relationship to NHS Logo 3 The NHS is recognised spontaneously by over 95% of the public, and carries high levels of trust and credibility. By using the SWTW identity with the NHS corporate identity correctly, you can help to reassure people that the SWTW campaign is part of the NHS family. When pairing the SWTW logo with the NHS logo, the NHS logo should be used only once on the page, in the top right position. It is important that you use the NHS logo correctly and consistently across all applications. Always use the logo in accordance with our main brand guidelines, and make sure you do not alter the logo in any way. For further guidance on using the NHS lozenge visit:

5 NHS Stay Well This Winter - Logo variations 4 1. Basic logo variations (1) SWTW for messages being delivered during the winter months. (2) SWTW Greyscale is not the primary choice, and should only be used for mono print communications. Colour breakdowns for each logo CMYK (1) Linear Gradient Blue on STAY & WINTER Darker Blue: C:100 M:80 Y:0 K:0 Lighter Blue: C:100 M:43 Y:0 K:0 Linear Gradient Blue on WELL & THIS Darker Blue: C:85 M:15 Y:0 K:0 Lighter Blue: C:60 M:0 Y:0 K:0 2. RGB (1) Linear Gradient Blue on STAY & WINTER Darker Blue: R:44 G:67 B:144 Lighter Blue: R:0 G:113 B:184 Linear Gradient Blue on WELL & THIS Darker Blue: R:0 G:122 B:192 Lighter Blue: R:91 G:180 B:234 GREYSCALE (2) Black on STAY & WINTER K:80 Black on WELL & THIS K:60

6 NHS Stay Well This Winter - Logo in detail Exclusion Zone There must always be a prescribed amount of clear space around our SWTW logo to prevent any secondary material from undermining its integrity or authority. This is the minimum area around the logo that must remain clear of typography or any other graphic device. The measurement for the exclusion zone is calculated by using the height of the T. The formula is shown here and applies to all sizes and versions of the logo (1). Minimum size of logo To ensure legibility, the SWTW logo should never be reproduced any smaller than 30mm wide (2). This ensures that the logo complies with Disability Discrimination Act (DDA) recommendations. All greyscale logo variations These versions of the logo should be used if only one colour can be printed (3). 3mm 3.

7 NHS Stay Well This Winter - Do s and don ts Our logo, do s and don ts Our logo is important to us; it needs to be protected and used correctly. It must never be redrawn or modified in any way. Following these simple rules will help ensure that our logo is used consistently and correctly across all publications. Do not use our wordmark without the casing (1). Do not round all corners our logo (2). Do not distort the shape of the logo (3). Do not move the colours around within the logo (4). Do not mix the blue and orange logos (5). Do not change or attempt to recreate our logo (6) STAY WELL THIS WINTER

8 NHS Stay Well This Winter - Relationship to other logos 7 Relationship to other logos There may be occasions when SWTW is not the main campaign, and acts in association with others. Quite often, SWTW will be one of several partners promoting one piece of communication. In these instances, it is important that the correct exclusion zone be adhered to, for all of the respective logos. The hierarchy example on the left illustrates how a NHS branded web page might highlight an endorsement of the SWTW campaign. The main NHS logo is in the top right, and the SWTW identity is given equal billing with other partnership brands/campaigns along the bottom of the homepage.

9 NHS Stay Well This Winter - Communications 8 Got a child aged 2, 3 or 4? Flu can be serious for young children. Help protect them from flu with one simple nasal spray. It s free, fast and painless. Don t put it off. Take up the offer from your GP as soon as you can. Communications The aim of any communication within this campaign should be to deliver clear guidance to specific target audiences regarding what they can do to stay as healthy as they can and avoid getting seriously unwell. Copy We always open with a question in order to reach the specific audience we are speaking too. This is followed by the same structure for copy, what they need to do, why it s important and where they can get it. Image We always feature the relevant health care professional. For example a nurse advising parents on the importance of the flu vaccine for young children. Alert graphic This is the background we consistently use and is designed to give a sense of important information being provided by our HCP. Branding Follow guidance on pages 5, 6 & 7. The following pages provide more detail on each of the elements that should always be included in any layout. nhs.uk/staywell Lorna Cousins, Nurse

10 NHS Stay Well This Winter - Messaging structure 9 Messaging For any communication be it a poster or a digital banner we should always adhere to a strict structure. Got a child aged 2, 3 or 4? Flu can be serious for young children. Help protect them from flu with one simple nasal spray. It s free, fast and painless. Don t put it off. Take up the offer from your GP as soon as you can. Headline To effectively reach our disparate audiences, we should always use a question in the headline, so that it is very clear that this is important information that relates to them. Copy To make it really easy to understand the information, we should use the same structure each time: What they need to know or do Why it s important Where they can go to get help and advice Tone of voice As we need to deliver information quickly and succinctly, the priority should be clear messaging. The image of our health care professional provides the warmth and reassurance we need. nhs.uk/staywell Lorna Cousins, Nurse

11 NHS Stay Well This Winter - Typography 10 Frutiger 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz & Frutiger 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz & Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz & Typography All typography associated with the brand campaign should be set in Frutiger, in line with the NHS. While the whole Frutiger library of fonts is available, Frutiger 45 Light and 65 Bold should be considered the main weights for use. For further guidance on NHS typography visit: Alignment and styling For clarity, consistency and accessibility, all text should be left aligned. Avoid using styling such as italics, underlining and drop shadows. Sizing The DDA guidelines recommend that body text should be set at 12pt over 14pt leading. However, some applications may require different font sizing. Secondary typeface When producing documents internally in Word or PowerPoint, Arial should be used instead of Frutiger. Arial and Frutiger should never appear together on literature, with the exception of headed paper. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &

12 NHS Stay Well This Winter - Alert graphic 11 Background Our communications have an alert style spread of colour as a background, this alert graphic starts with a light vibrant colour and works its way outwards to a darker hue of the same colour. We use the alert graphic as a tool to frame the NHS practitioner, as they are projecting an important and sometimes urgent message.

13 NHS Stay Well This Winter - Photography 12 Photography Every communication is fronted by a healthcare professional who is qualified to convey the message. 2, 3 or 4? erious for ren. t them from simple It s free, nless. up the offer as you can. you over 65? cold air he danger colds, ous tions. rooms warm º Centigrade Farenheit) - if regular cribed cine? you get hursday 24th. nd Pharmacies olidays. The photography we have shot for this campaign aims to capture the warmth, care and reassurance that people want from a trusted practitioner. Lorna Cousins, Nurse Cheril Sowell, Nurse Roger Humbles, Pharmacist

14 NHS Stay Well This Winter - Logo relationship with communications 13 flu with one simple nasal spray. It s free, fast and painless. Logo & communications When using the SWTW logo on any communications within the campaign, it should work as a sign off line to the message. Within the hierarchy of the layout our logo should come after the headline, subhead and call to action. The white keylines on the communication house the headline, subcopy and call to action. Placing our logo below the second keyline, (bearing in mind our logo s exclusion zone), is an ideal position for a sign off message. Don t put it off. Take up the offer from your GP as soon as you can. nhs.uk/staywell Lorna Cousins,

15 NHS Stay Well This Winter - Communication examples 14 Are you 65 or over? Got a child aged 2, 3 or 4? Feeling unwell? Get advice from your pharmacist before it gets more serious. nhs.uk/staywell Sanjay Ganvir, Pharmacist Flu can be serious for young children. Help protect them from flu with one simple nasal spray. It s free, fast and painless. Don t put it off. Take up the offer from your GP as soon as you can. Have you still not had your flu jab? If you re 65 or over or you have a long-term health condition, flu can be serious. That s why you re eligible for a free flu jab. Don t put it off. Get your flu jab straight away. nhs.uk/staywell Lorna Cousins, Nurse nhs.uk/staywell Cheril Sowell, Nurse Are you 65 or over? Feeling unwell? Get advice from your pharmacist before it gets more serious. nhs.uk/staywell Sanjay Ganvir, Pharmacist

16 NHS Stay Well This Winter - Contacts 15 Any queries concerning these guidelines should be directed to: Partnerships partrnerships@phe.gov.uk