Independent sector walk in centres

Transcription

1 Independent sector walk in centres PDF created: 13 January 2016 For the latest updates, see the NHS Brand Guideline website at We may at any time revise the online guidelines. Please check regularly. Continued use of downloaded NHS Brand Guidelines after a change has been made online is your acceptance of the change.

2 Contents Introduction 1 NHS logo 3 Using your provider logo 11 Naming 12 Your NHS logotype 14 Stationery 19 Letterheads 22 Compliments slip 26 Business cards 29 Stationery checklist 33 Signage 34 Main signage 35 Building site signage 39 Property 42 Badges 45 Uniforms 48 Recruitment advertising 50 Websites 54 Planning your website 55 NHS identity 59 Website colour palette 62 Content 66 Accessibility 71 Managing your site 76 Links 78 Legal information 81 Further help and resources 82 Patient information 83 Further help and information 84

3 Introduction Here are the NHS brand guidelines for walk-in centres run by the independent sector. You can print and/or download all of these guidelines by clicking on the PDF link on this page. Background NHS walk-in centres are an integral part of our efforts to modernise the NHS and deliver a patient-centred health service. Whether they are being treated in an NHS-run centre, or in a centre run by the independent sector, patients need to understand that the services they are receiving are NHS services. It is important that patients know that all NHS walk-in centre services, whoever they are managed by, are delivered to the same high standard of care. The NHS identity has a recognition rate of over 95% among the public and carries high levels of trust and credibility. Using the NHS corporate identity correctly and consistently shows the public and patients that NHS walk-in centres run by the independent sector are part of the NHS family, and that they are providing NHS services in line with NHS values. 1

4 Explaining your relationship with the NHS On stationery, patient information materials and leaflets, you need to give a clear explanation of the relationship between your organisation and the NHS. The recommended line is: X NHS Walk-in Centre is run by [independent sector name]. You should also include your organisation s legal details. 2

5 NHS logo The NHS 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. 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. Working with the NHS logo 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. When working with the logo you should only use original digital graphic files, which can be downloaded from this site: download the NHS logo. Never redraw the NHS logo, change it in any way or attempt to create it yourself. You should also never create shapes around the logo. The NHS logo should never be used as a substitute for the letters NHS 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. 3

6 Dos and don ts Do: make sure you use the NHS logo consistently and correctly; only use original digital graphic files. 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 single sheet, unless on a graphic display. Trademark The NHS logo is a registered trademark owned by the Department of Health. You must always use the logo in accordance with these brand guidelines. Colour The colour of the NHS logo is NHS Blue (Pantone 300). By using this colour you will help to enhance recognition of our logo and reinforce our identity. Wherever possible, you should use the NHS logo against a white or light-coloured background. If you are printing in mono, you can reproduce the NHS logo in black. 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. 4

7 The NHS logo in NHS Blue (Pantone 300) The NHS logo in black 5

8 The NHS logo reversed out of an NHS Blue background (Pantone 300) The NHS logo reversed out of a black background Dos and don'ts: Do: use NHS Blue (Pantone 300) to reproduce the logo; use the NHS logo against a white or light background. 6

9 Don't: use tints of NHS Blue or black. The exclusion zone The exclusion zone is the clear area that surrounds the NHS logo. To ensure that the logo remains clear and has impact, nothing should ever appear inside the exclusion zone. There are occasional exceptions to this rule, for example, if you are creating specific logotypes for statutory organisations. But in general you should never enter the exclusion zone. The exclusion zone 7

10 The clear space (shown here as X) is proportional and is defined as the height of the NHS logo. Position When producing printed materials, you should position your logo in the top right-hand corner of a printed page. If this is not possible, use the bottom right-hand corner instead. 8

11 NHS logo size guide Margin For all publications other than stationery, the margin spacing for the logo is equivalent to the logo clearspace at the appropriate size. 9

12 Stationery, such as an A4 letterhead or a business card, have a specific margin measurement, details of which can be found in the Stationery section. Where do I get the NHS logo? You can download the NHS logo as an original graphic file from this website, providing you agree to the terms and conditions of use. If you wish to use the logo in any other way, or if you are downloading it to pass on to a third party, please see the help section. Remember: the NHS logo is a registered trademark. If you are in any doubt about its use or have any other questions, please go to the help section. 10

13 Using your provider logo When applying your provider logo to NHS materials, you should follow the examples set out below. The specifications are as follows: Size: determined by the width of the NHS logo (shown as Y); X is based on the height of the NHS logo Position: top-left Colour: organisation s corporate colours or black Please note: the NHS logo must never be smaller than your provider logo. NHS logo and your provider logo example 11

14 Naming When naming your NHS walk-in centre, you must follow the guidance set out here. All centres must be named X NHS Walk-in Centre. The X identifier should be based on a geographical location (this can be a suburb where appropriate), but cannot include your independent sector name. By taking this approach to naming, you will help the public to understand the role and purpose of NHS walk-in centres, as set out in your contract. Please note: your centre name must be agreed with your host PCT. The names of NHS services When naming an NHS service, you should follow the principles set out above. You should also consider what will make most sense to service users. Remember to avoid medical jargon and ensure that the chosen name is used consistently across signage, appointment letters and other communications materials. This will help to improve patient understanding of, and access to, services. Name changes If you are thinking of changing the name of your organisation, you should consider the following: Your current name may be well known and well recognised; it could be costly and time-consuming to implement and raise awareness of a new name. 12

15 Will a name-change help you to achieve your objectives? A name can only do so much, and you may wish to consider other ways to market your organisation, such as raising awareness of your services and promoting your reputation. You should also ensure that a new name does not clash with the names of other NHS organisations, as this could cause confusion. If you do decide to go ahead with a name-change, you should contact the person in your organisation responsible for your Establishment Order and complete the NHS logotype order form. Once the name-change has been endorsed by your Strategic Health Authority (SHA) and the Department of Health (DH), our branding team will provide you with your new NHS logotype free of charge. 13

16 Your NHS logotype All NHS walk-in centres run by the independent sector have logotypes based around the NHS logo. When constructing your NHS logotype, you should follow these guidelines closely. You should also ensure that you use the NHS logo correctly and consistently. Getting your NHS walk-in centre logotype Once the name of your NHS walk-in centre is confirmed, contact the NHS Identity helpline on The helpline will provide you with a pack containing your NHS walkin centre logotype master artwork files that can be used in branding your stationery, signage and other communication materials. Using your NHS walk-in centre logotype It is important that you only use the master artwork files provided and do not attempt to recreate the logotype yourselves. When using the logotype, the NHS walk-in centre name must always sit outside the NHS logo exclusion zone and must be printed in the NHS corporate font, Frutiger (alternatively for internal documents, use Arial). However, apart from this it is up to you how you treat the style and placement of your NHS walk-in centre s name. 14

17 The examples shown below, where the centre s name is placed in close proximity to the NHS logo, are appropriate for use on stationery. Version A: use a single line if the name of the centre is a single word. Version B: use two lines if the name of the centre is longer than a single word, placing NHS walk-in centre on the second line. Alternatively, place the name of the NHS walk-in centre elsewhere on material at a larger size, as in the signage examples. The essential elements Your NHS logotype is made up of three main components. These are: The NHS logo; Your organisation s name; Your organisation s descriptor. Your organisation s name is positioned to the left of the NHS logo, while your organisation s descriptor should appear below your local 15

18 name. Key style points Neither your logotype, nor the NHS logo, can be altered or added to in any way. You should not apply any additional keylines to your logotype or place your logotype in a box or any other shape. For your logotype and key branded materials, always use your organisation s full and correct legal name, as set out in your Establishment Order or Terms of Authorisation for Foundation Trusts. Never use ampersands in your name (write the word and in full), and always use commas to separate place names. Avoid using abbreviations on letterheads and in publications, with the exception of St for Saint and NHS for National Health Service. Abbreviations can be used on smaller items, such as security cards, but they should still be printed in the correct style. Finally, do not insert any text, images or graphic detail in your logotype s exclusion zone. Your NHS logotype and the NHS logo As an NHS organisation, you should use your own NHS logotype to demonstrate ownership of and accountability for materials that you produce. You can use the NHS logo on its own, but you should always ensure that the name of your organisation appears somewhere on your materials. You can also use the NHS logo on its own if there is not 16

19 enough space for your organisation logotype. The exclusion zone The exclusion zone is the clear area around your logotype in which nothing else should appear. It helps to ensure clarity and readability and improve the overall impact of your logotype. You must not insert any additional words, images or graphic details within the exclusion zone. This clear space (X) is proportional and defined as the height of the NHS logo. Colour You can reproduce your NHS logotype in NHS Blue and black, or even just black, when printing on a solid NHS Yellow or white 17

20 background. On other coloured backgrounds, logotypes should preferably be printed white out of the background. Ordering your logotype You can order your NHS logotype free of charge by filling out our online order form. If the name of your organisation is too long for its designated space, a second two-line version will be supplied. If your local name is short, only one version will be supplied. Your communications team should have an original copy of your logotype artwork, so check with them before making your order. 18

21 Stationery When producing stationery, you need to ensure that your materials support and project our shared NHS identity. To enable you to do this, we ve developed a set of guidelines covering the principal stationery items required by NHS organisations. As stationery requirements vary across the NHS, it would be unhelpful to provide more prescriptive instructions than those given here. But please be aware that you should not apply a design style to your stationery as these materials should project our shared NHS identity. Accountability line It is important that the accountability for your centre is clearly and accurately communicated on all corporate stationery. You must provide an accountability line on all stationery materials, which describes the relationship between your organisation and the NHS. You should position this line in the footer of your stationery items. The recommended line is: X NHS Walk-in Centre is run by [independent sector name]. You should also include your organisation s legal details. Using a professional printer We recommend that you use a professional printer to produce your stationery items, for the following reasons: 19

22 A professional printer can prepare the computer files needed to print your stationery correctly Using a professional printer can be a cost effective way of buying good quality stationery Your stationery will be of a consistent standard Colours When printing NHS-branded stationery, in the majority of cases you shouldn t require more than one or two-colour printing. Printing the NHS logo or your logotype Across all your stationery materials, the NHS logo should only be reproduced in NHS Blue (Pantone 300) or, where this is not possible, black. For most NHS organisations, your local logotype should be printed in NHS Blue and black or, if printing in black and white, in black only. You should not reproduce your logotype 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. You should also ensure that you use the original artwork from your logotype and do not alter it in any way. Paper stock We recommend that you use good quality white paper for all NHS print applications, including stationery. This will help you maximise logo clarity and minimise procurement costs. 20

23 However, 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 a stiffer material, particularly if you are supplying location directions. In all cases you should choose a laser-compatible stock. You should also keep environmental issues in mind. Sustainable paper sources, inks and processes will lessen the impact of your printing operations. 21

24 Letterheads The specifications for producing letterheads for NHS walk-in centres run by the independent sector are as follows: NHS logo Size: the height of the NHS logo on letterheads is 10mm Position: top-right Colour: NHS Blue (Pantone 300) Provider logo Size: determined by the width of the NHS logo (shown as Y) Position: top-left Colour: organisation s corporate colours, or black Paper stock Colour: white Dimensions: 210 x 297mm Name of independent NHS walk-in centre Typeface: Frutiger Bold 22

25 Colour: NHS Blue (Pantone 300), or black Size: 12 point type Leading: 14 point Address, telephone, fax and web address as required Typeface: Frutiger Roman Colour: black Size: 9 point type Leading: 11 point Position: aligned right Please note: 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 leave enough room for a direct dial telephone number and address, should you need them. Accountability information Typeface: Frutiger Roman Colour: black Size: 9 point type Leading: 11 point Position: aligned left 23

26 ISWIC A4 letterhead example Note on fonts 24

27 When your stationery is printed by a professional printer, you should specify Frutiger for all typesetting. If you are printing stationery from a template in a word-processing package and Frutiger is not available, you can use Arial instead. Please ensure that you use 12 point type for all body copy in order to meet accessibility requirements. 25

28 Compliments slip The specifications for producing compliment slips are as follows: NHS logo Size: the height of the NHS logo on letterheads is 8.5mm Position: top-right Colour: NHS Blue (Pantone 300) Provider logo Size: determined by the width of the NHS logo (shown as Y) Position: top-left Colour: organisation s corporate colours, or black Paper stock Colour: white Dimensions: 210 x 100mm Name of NHS walk-in centre Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300), or black 26

29 Size: 12 point type Leading: 14 point Address, telephone, fax and web address as required Typeface: Frutiger Italic Colour: black Size: 9 point type Leading: 11 point With compliments line Typeface: Frutiger Italic Colour: black Size: 9 point type Leading: 11 point Position: aligned left Accountability information Typeface: Frutiger Roman Colour: black Size: 9 point type Leading: 11 point Position: aligned left 27

30 ISWIC compliments slip example 28

31 Business cards The specifications for producing business cards for NHS walk-in centres run by the independent sector are as follows: NHS logo Size: the height of the NHS logo on business cards is 4.25mm Position: top-right Colour: NHS Blue (Pantone 300) Provider logo Size: determined by the width of the NHS logo (shown as Y) Position: top-left Colour: organisation s corporate colours, or black Paper stock Colour: white Dimensions: 90 x 55mm Material: suitable card Name 29

32 Typeface: Frutiger Bold Colour: black Size: 8 point type (increase to 10 point on cards for people with visual impairments) Leading: 9 point (increase to 11 point on cards for people with visual impairments) Position: aligned left Job title Typeface: Frutiger Roman Colour: black Size: 6 point type (increase to 9 point on cards for people with visual impairments) Leading: 9 point (increase to 11 point on cards for people with visual impairments) Position: aligned left Name of independent NHS walk-in centre Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) Size: 6.5 point type (increase to 9 point on cards for people with visual impairments) Leading: 9 point (increase to 11 point on cards for people with visual impairments Position: aligned left 30

33 Address Typeface: Frutiger Roman Colour: black Size: 6.5 point type (increase to 9 point on cards for people with visual impairments) Leading: 9 point (increase to 11 point on cards for people with visual impairments) Position: aligned right Contact details Typeface: Frutiger Roman (titles in Frutiger Italic) Colour: black Size: 6.5 point type (increase to 9 point on cards for people with visual impairments) Leading: 9 point (increase to 11 point on cards for people with visual impairments) Position: aligned left Accountability information Typeface: Frutiger Roman Colour: type should appear white on an NHS Blue (Pantone 300) background Size: 5.5 point type Leading: 7 point Position: aligned left 31

34 ISWIC business card example 32

35 Stationery checklist Making sure When designing and producing stationery, you should check that: Your NHS logotype is in the top right-hand corner. You have produced your NHS logotype using NHS Blue (Pantone 300) and black no other colours should be used. You have not applied a local design style to your stationery items. You are using Frutiger typeface for all professionally printed stationery items. You are using Arial for items being word-processed and printed via a laser printer. You are keeping your audiences accessibility needs in mind, for instance, the needs of people with visual impairments. You are using white paper (unless yellow paper has been requested locally for readers with visual impairments). 33

36 Signage Why have signs? It may seem obvious, but by thinking about what a sign is for, we can help to ensure that it is effective. A sign does one of two things: It tells someone where they have arrived. It tells them how to get to where they want to go. These guidelines give direction on how to apply the NHS corporate identity to your signage. They have been developed to ensure that your signs have clarity and impact. You should read this section in conjunction with our guidelines on the NHS logo, NHS typefaces and the NHS colour palette. You should also check the guidance on Your NHS logotype. You can follow your normal specifications for signage materials and construction. To allow for flexibility, we have provided a number of design options for you to choose from. Choose the option that best suits your requirements, and keep our communications principles in mind at all times. 34

37 Main signage When we talk about main signage we mean the signs at the entrance to your sites and/or your main buildings. This kind of signage is very important, as it is the first thing the public will see when visiting your centre. Your main signage needs to be visibly branded with the NHS logo and your NHS walk-in centre name. By applying these elements to your signs, you will help to make it clear to patients and the public that they have arrived at an NHS walk-in centre run by the independent sector. Only the name of your centre should appear on the main sign, together with directional signage if required, as shown in the examples below. The essential elements to include in the design of your main signage, and the specifications for their use, are as follows: NHS logo Size: proportional to the sign, as shown Position: top-right Colour: NHS Blue (Pantone 300) Please note: in the examples below, X is based on the height of the NHS logo. 35

38 Provider logo Size: determined by the width of the NHS logo (shown as Y below) Position: top-left Colour: organisation s corporate colours, or black Name Typeface: Frutiger Bold Colour: black Size: 8 point type (increase to 10 point on cards for people with visual impairments Leading: 9 point (increase to 11 point on cards for people with visual impairments Position: aligned left Job title Typeface: Frutiger Roman Colour: black Size: 6 point type (increase to 9 point on cards for people with visual impairments) Leading: 9 point (increase to 11 point on cards for people with visual impairments) Position: aligned left 36

39 Name of independent NHS walk-in centre Typeface: Frutiger Bold Colour: black on white, or white on blue, as shown Size: 0.5 X point type Position: aligned left, within the X margins, as shown Directional information Typeface: Frutiger Bold Colour: type should appear in white on NHS Blue (Pantone 300) background Size: should match size of walk-in centre name Position: aligned left 37

40 ISWIC main signage example 38

41 Building site signage When it comes to producing signage for new-build centres, you will need to follow the guidelines set out below. In summary, however, the essential elements to include in the design of your building site signage, and the specifications for their use, are as follows: NHS logo Size: proportional to signage (as shown in the example below) Position: top-right Colour: NHS Blue (Pantone 300) Please note: X is based on the height of the NHS logo. Provider logo Size: determined by the width of the NHS logo (shown as Y) Position: top-left Colour: organisation's corporate colours, or black Name of NHS walk-in centre Typeface: Frutiger Bold Colour: Type should be reversed out in white, within the blue band 39

42 Size: proportional to signage, as shown Position: aligned left Other information On the lower end of your sign, you should include the following information: A brief description of what will be provided. Approximately how much money is being invested in the project. A proposed opening date. In this lower section you can also include the appropriate names and logos of the project architects, engineers and other contractors. 40

43 Building site sign example 41

44 Property The NHS is a huge and diverse organisation. We employ a vast number of people, and we communicate with many more. Whether they are visiting our premises, using our services, meeting our staff or simply noticing us at work in the community, we want people to know who we are and what we do. By using a common brand and design style, we will enable people to recognise the NHS at all times. This section looks at how we mark our property: our buildings, our uniforms and the things we own. Property varies in size, shape and function, and we don t aim to cover every example of NHS property on this website. But we do aim to set out the general principles that will help you to communicate our identity through your core property items. Our signature The NHS logo is our signature, our mark of ownership. It should be applied to property whenever you want people to identify and recognise NHS services, for example: at the front and reception areas of buildings; on staff name badges and security passes; on staff uniforms; on vehicles and ambulances. In addition to our logo, our typefaces and colours will help to communicate key information about the NHS to patients and the public. 42

45 You should read this section in conjunction with our guidelines on the NHS logo, NHS typefaces, the NHS colour palette as well as the guidance about your local logotype. You should also keep our communications principles in mind at all times. Suppliers of staff identification items and other NHSbranded wares The NHS logo is a registered trade mark and can only be used with the permission of an NHS organisation or the NHS identity team. Printers and other suppliers of NHS branded items such as identity badges, lanyards, embroidered clothing and stationery items, have standing permission to use the NHS logo on such items, but need to comply with the criteria below. Failure to do so will be regarded as 'unlicensed use of the logo' and may result in legal action being taken. 1. Items cannot be held in stock, but instead must be manufactured to order once commissioned by an NHS organisation 2. Payment must come directly from an NHS organisation 3. Delivery must be to an NHS organisation's address 4. Suppliers will need to state requirements 2 and 3 in any advertising as a condition for using the NHS logo in illustrations of example wares 5. Except for illustrations of example wares, suppliers are not permitted to use NHS branding in their promotional material. 6. Suppliers must use the NHS logo in accordance with the NHS Identity guidelines. 7. Suppliers must comply with any additional instructions given to them by the NHS Identity team concerning the use of the NHS 43

46 logo. 44

47 Badges Badges are a good way of communicating your role and the roles of your colleagues to patients. When producing badges, you need to show clearly the name and job description of the wearer. You can include your photograph if desired. The specifications for producing badges are as follows: NHS logo Size: the height of the NHS logo on badges is 5mm Position: top-right Colour: NHS Blue (Pantone 300) Please note: X is based on the height of the NHS logo. Provider logo Size: determined by the width of the NHS logo (shown as Y) Position: top-left Colour: organisation s corporate colours, or black Name of NHS walk-in centre Typeface: Frutiger Bold 45

48 Colour: NHS Blue (Pantone 300) Size: 9 point type Leading: 11 point Position: aligned right Please note: the name may run over one or two lines if necessary. Name Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) Size: 14 point type Leading: 16 point Position: aligned right Job title Typeface: Frutiger Roman Colour: NHS Blue (Pantone 300) Size: 14 point type Leading: 16 point Position: aligned right 46

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50 Uniforms The specifications for branding uniforms for NHS walkin centres are as follows: NHS logo Size: the height of the NHS logo on uniforms is 2.5cm Position: as shown Colour: NHS Blue (Pantone 300) positive or reversed Name of NHS Walk-in Centre Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) positive or reversed 48

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52 Recruitment advertising Here we provide guidance on how to apply the NHS brand to recruitment advertising. The specifications for walk-in centres run by the independent sector are as follows. Type specifications X is based on the height of the NHS logo. Y is based on the width of the NHS logo. NHS logo Size: will vary depending on advertisement size: A4 advertisements (210 x 247mm), X = 10mm A5 advertisements (148.5 x 210mm), X = 8.5mm A6 advertisements (105 x 148.5mm), X = 5mm Position: top-right (or bottom right if not possible), as shown Provider logo Size: is determined by the width of the NHS logo (Y) Position: top left, as shown Colour: black. 50

53 Name of walk-in centre Typeface: Frutiger Bold Type size: 9pt Leading: 11pt Position: right aligned Colour: black Heading or job title Typeface: Frutiger Bold Type size: 15pt Position: left aligned Colour: black Sub heading or job details Typeface: Frutiger Bold Type size: 15pt Leading: 17pt Position: left aligned Colour:black Body text Typeface:Frutiger Roman or Light 51

54 Type size: 10pt Leading: 12pt Position: left aligned Colour: black Other information Typeface: Frutiger Bold Type size: 10pt type Leading: 12pt Position: left aligned Colour: black Accountability information Typeface: Frutiger Roman Type size: 6pt Leading: 7.5pt Position: left aligned Colour: black Please note: when applicable, recognised marks, such as Investors in People, should be centred horizontally within the black band and positioned as shown. 52

55 ISWIC recruitment ad monochrome A4 example 53

56 Websites If you are promoting your services from your own provider website, you must use a dedicated page for your NHS services. You should position the NHS logo in the top right-hand corner of the page. If you are thinking of creating a new web presence for your NHS services, you should discuss with the relevant host PCT the best way of integrating this into other NHS websites. Any standalone websites must be NHS branded and must follow the guidelines set out in this section. Please note: you should also use your provider logo on websites, but you need to ensure that this is no bigger than the NHS logo. 54

57 Planning your website Consider the following issues before you write the brief or specification for your site. Assessing the need for the website Is a new website necessary Will it duplicate information already provided elsewhere, for example, on nhs.uk or NHS Direct Online? Would your content be better placed on another site in the NHS health community? Purpose of the website How does it fit in with your overall communications strategy? What other functions, systems and processes will be affected? Audience Who is the target audience(s) for the site? What do they need from the site? What do you want the audience(s) to do, know or think about when they are using the site or after they have left it? What will the users be able to do or see on the site? 55

58 Content and functionality What content and functionality do you plan to provide? What content or functionality must be available at launch and what could be developed at a later stage? Is the content for the site 'web ready'? Who is providing the content? How often will it need to be updated? How will the updates be managed? Managing and evaluating the site Who will manage the site on a day-to-day basis? What maintenance arrangements need to be put in place? How will the success of the site be evaluated? What measurements need to be put in place to get an accurate picture of the site's performance? Assigning roles and responsibilities There are four broad areas of responsibility that need to be allocated when setting up and managing a website. An external supplier may take on some of the operational responsibilities. Clear ownership of the roles and responsibilities will help the site to stay focused on the needs of your target audiences. Site strategy: ensuring they fit with your overall communications strategy. It includes making information publicly available, control mechanisms for sensitive information, budgets and other resources. 56

59 Editorial strategy: ensuring the site content is appropriate for the audience. Web management: ensuring effective day-to-day site operation, as well as measuring achievement against objectives. Content provision: ensuring all content on the site is current and that it is published or archived in a timely fashion. Commissioning the work You can commission external suppliers to design and build your website or you may prefer to use your in-house IT team. If the inhouse team is building the site, it may be worth buying in some design expertise to ensure the site follows the NHS identity. Brief for the work Make sure that the brief is clear and understood by all parties. Any changes to the brief should be agreed in writing. Whatever you decide, compliance with these guidelines must be part of the brief. Maintenance and hosting Maintenance and hosting are important issues to consider. Even if you are commissioning external suppliers, your in-house team may be able to maintain the site on an ongoing basis. If not, maintenance will be an ongoing cost. 57

60 If you are contracting out the website build, ask the supplier to make suitable hosting arrangements as part of the brief. Hosting is usually charged on a yearly basis. Getting started checklist Is the brief clear and agreed by all parties? Is the purpose of your website clear to users and to the management team? Is the site integrated into your overall communications strategy? Will the site duplicate information available on existing sites or would the content be more appropriate on another site? Is there a clear management structure in place? Is everyone clear on their roles and responsibilities? Are measurement systems included in the brief? Is the hosting service fit-for-purpose? 58

61 NHS identity Using the NHS identity on websites All NHS websites must conform to the NHS identity. This is not just about making sure the logo is present and in the right place. All NHS communications - including websites - must embody the NHS values and communications principles. When designing your site, you should ensure that the information structure, content and navigation - as well as the front-end design - supports these values and principles. The NHS logo All NHS websites should carry the NHS logo. You should position your local logotype in the top right of the website. If you need to use the national NHS logo you should ensure that the name of your organisation appears somewhere on the home page and that the logo is positioned in the top left of your site. All NHS websites should carry the NHS logo or your organisation's logo. Your communications/corporate identity lead will have ordered free artwork from the NHS identity team. If they haven't, they can order artwork from this site using the NHS logotype order form. The NHS logo has transparent letters, so make sure it is correctly anti-aliased using the background colour of the page (usually white). Use a format that reads the NHS logo correctly (ie as transparent). GIFs do but JPGs do not. 59

62 NHS identity checklist Do you have the correct logo? Does it appear top-right on every page? Have you registered a address? If necessary, have you also registered a address? Do all the colours used on your site come from the approved palette? For more information take a look at the section on the NHS websafe colour palette. Is all text using the corporate fonts? More information on fonts is available in the next section (below). Are the images and graphics appropriate? Do they support our values and principles? Are you communicating with your audience in appropriate language? Typefaces for the web The NHS font family for websites is Arial/Helvetica. These sans serif fonts are easy to read on screen, and should be the first choice for using online. The Times font family, a serif font, can be used as an occasional alternative. Frutiger and Garamond are the other NHS corporate fonts but only use them for graphics, as they may not always print correctly. The NHS serves many people whose first language is not English. Just as with Roman typefaces, Asian, Cyrillic and other typefaces have a range of styles. Get advice from a translator on commonly used fonts. Use one that is clear and simple - test it on readers if possible. Once chosen, use it consistently. 60

63 Make sure that the text size can be changed to suit the user s preference. For example, some people choose to increase the text size to make it easier to select links. 61

64 Website colour palette As with printed communications, colour can be used in electronic media to add interest and appeal while staying true to the NHS look and feel. 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 300) is displayed using the hexadecimal format, HTML 0066CC. The web palette also allows for RGB variations in electronic presentations. You should only ever use the NHS web colour palette for electronic publishing. Do not use tints of any of the web palette colours. 62

65 NHS web colour palette 63

66 NHS colour palette There are three levels to the NHS web-safe colour palette. Corporate colours Should form the basis for all NHS website design schemes. As a general rule, backgrounds should be white and text should be black. Navigation areas should be white or NHS blue. Primary colours Should be used in conjunction with the corporate colours to highlight key pieces of information. Make sure they do not overpower or detract from the corporate colours. Secondary colours Developed to support and complement the primary colours. Each secondary colour should only be used with the corresponding primary colour. A secondary colour can also be used to break up a page, which may ensure that the primary colours do not become more prominent than the corporate colours. 64

67 Using the colour palette Do not combine the colours from the three levels to create new colours - use only the specified colours. Do not use tints of any of the NHS web palette colours. Do not use any of the colours to create textures, patterns or images. 65

68 Content The most important part of your site is the content you provide. Clear, understandable and targeted content is essential to meeting your audiences' needs and ensuring they return to your site. Minimum content requirements All NHS organisations have a core set of information that must be held and regularly updated on This information can be replicated as necessary on an organisation's own website. Make sure there is no discrepancy between the content on your own site and nhs.uk. As a general guide, NHS websites, including staff-facing sites and those associated with publicity campaigns or other initiatives, should use the nhs.uk web address and contain: an NHS logo; full contact details for the organisation that owns and/or manages the site; a clear statement of the purpose of the site and an outline of the information and services it provides; any policies, such as terms and conditions, privacy policies etc., that are relevant to using the site. It is also worth considering these content areas: About us to explain your organisation or campaign's objectives and responsibilities. Site map to enable users to orientate themselves to your website's structure. 66

69 What's new to highlight new content to encourage users to return to your site. Help to provide useful tips on how to use the site. Search to provide a link to the search facility from every page. Access keys to help people with limited mobility to navigate the site. How content is presented Do not use large blocks of italic or all-caps text, as it is difficult to read. Avoid all-caps text; it s like shouting at your audience. Avoid underlined text - it can easily be confused with a link. Never use flashing or scrolling text as it contradicts our communication principles and may not be visible to those with older technology. How content is read Users don't read web pages word for word. Instead, they scan for key points, so text must help scanning and comprehension - as well as those who use assistive technology. Users should be able to make sense of text on their first reading. The following pointers make text easier to understand: summarise the key points in the first paragraph; put the most important point first, and the rest in descending order of importance; cut text down to at least 50% shorter than the print equivalent; break text up with clear headings and sub-headings; use bullet point lists where possible; 67

70 make sure that each page makes sense in isolation in case the user has not seen the rest of the site. Language Think about the audience you are writing for and use the words you would use if you were speaking to them. This will help you write clearly and succinctly in a way that they will easily understand. Writing in plain English will help all users understand your meaning: Don't use long or difficult words when shorter or simpler ones will do. Avoid jargon and explain any technical terms, even if you think your audience will understand them. Use the active rather than passive voice, eg, we will decide rather than it has been decided Use short sentences containing one main idea; sentences in a paragraph should have a common theme. Only use capital letters where they are really needed; avoid acronyms and abbreviations. Other languages Most web content is written in English, yet we serve a large number of users who speak English as a second or third language and may not be able to read it at all. If you are considering providing information in other languages, first weigh up: the advantages of providing this content on the web; the size of the audience who will use this content; 68

71 your ability to source and manage foreign language content; the budget implications. If you do publish content in other languages, remember that: all languages do not translate word-for-word - a paragraph in English could be 30% longer in German and 40% longer in Hindi; some languages - for example, Urdu and Arabic - are read from right to left; each language should have a bookmarkable index page; not all web browsers can display a wide range of character sets; not all character sets can be published in standard HTML formats; you may need alternatives such as PDF. Unless your organisation, campaign or initiative covers Wales as well as England, you do not need to provide content in Welsh. Content Checklist Have the minimum content requirements been covered? Does it match what is held on nhs.uk (if appropriate)? Is your content easily scannable and written in plain language? Have you followed the links policy? Do you have links to nhs.uk and NHS Direct Online from the homepage? Are there any broken links on the site? Have you complied with the sponsorship and advertising policy? Are the legal issues covered? Has copyright been assigned appropriately? 69

72 Have the data protection issues been covered? Do you have a bookmarkable index page for each non-english language? 70

73 Accessibility Alt-tags Guidance on the use of alternative (alt) text for images is provided by COI. Assistive technology Information on assistive technology is provided by COI. HTML tables Guidance on creating accessible tables is provided by COI. Graphics and multimedia Guidance on creating accessible audio and video content including Adobe Flash is available on the COI website. Accessibility and colour How you use colour on your site has accessibility implications for users. These are covered in guidance from the Central Office Information on delivering inclusive websites. Always use single, solid background colours from the NHS colour palette. More information on using NHS colours. Accessibility testing 71

74 You must use a range of techniques to test your web pages for accessibility. Automated testing alone cannot guarantee an accessible site because certain features cannot be checked by computer. These include the appropriateness of alt-text, legibility of text, reliability of colour, etc. Further guidance on measuring the accessibility of websites is provided by COI. W3C WAI recommendations The minimum standard of accessibility for public sector websites is set out in the COI guidance on delivering inclusive websites. Navigation should be clear and easy-to-use on all NHS sites. The information and services on our websites are only useful if users can find them. The guidelines below will ensure that users can navigate your website, regardless of the technology they are using. Homepage navigation The homepage file size should not exceed 40k to ensure that the page is quick to load. When planning the homepage, make sure: the homepage is clearly accessible from each page on your site; the main navigation menu is on the homepage; the main sections of your website are one click from the homepage; the homepage contains your organisation or initiative's name, logo and links to a page with your contact details; 72

75 the home page is linked to both and Remember that users don't need to know the filename of the homepage to find it. Each page must have a route or direct link back to the homepage and a link to your contact details. Graphic navigation It is not best practice to use images for navigation because they cannot be resized in line with the text. It is more appropriate to use styled text to comply with the WCAG guideline 11 "use W3C technologies". Further guidance on the use of graphical text is available from the Central Office of Information (COI). However, if you do have to use graphic navigation, make sure: any graphics are consistent and intuitive; graphics are large enough to display a meaningful alt-text within their width and height (always use alt-text, even when you are also providing text navigation); navigation does not rely on JavaScript and rollovers. Imagemaps There are two kinds of imagemaps: server-side and client-side. It is best to use client-side imagemaps because they have defined areas for the browsers. These areas must have appropriate alt-text to describe what they are linking to. It is also important to provide alternative text navigation to accompany any imagemaps. 73

76 Pop-up windows, drop-down navigation and splash screens The WAI WCAG guideline checkpoint 10.1 states: Do not cause pop-ups or other windows to appear (spawned windows), and do not change the current window, without informing the user. This is marked as Priority 2, so this rule must be complied with to meet AA rating. JavaScript is commonly used to create pop-up windows, create dropdown lists that jump the user to a different part of the website and to redirect users from splash screens. If JavaScript is used, ensure that ithe same functionality is available to browsers with scripting disabled. Pop-up windows Pop-up windows triggered by JavaScript do not work on all browsers. Pop-up windows are useful in certain circumstances, eg when linking to external sites. However, they should be used sparingly and with care. A mechanism for effective use of both JavaScript and non-script new windows can be found at: Drop-down navigation Avoid using drop-down navigation. Drop-down menus using JavaScript change the current window immediately without any warning. This can be disorientating for users with screen readers. Splash pages If you do use a splash page, provide clear instructions to the user on how to proceed from that page and do not automatically redirect the 74

77 page because this can cause problems for users with screen readers. Keyboard shortcuts Use consistent navigation throughout the website. Include a 'skip to content' link to help users with a screen reader. This is a link that will jump to an anchor at the start of the content to allow users with a screen reader to jump repetitive navigation elements. This link could be hidden from other users by making it a 1x1 pixel, with appropriate alt-text, at the start of the page. Keyboard shortcuts help keyboard-only users (eg users with limited physical ability) to navigate your site. If you offer this functionality, let users know that this function is available as soon as they enter your website. Further guidance on the use of keyboard shortcuts is available from COI. 75

78 Managing your site Effective content Make sure you have a pool of reliable content providers. Quality check the editorial content and make sure it is easily accessible, navigable and has no broken links. Clear content with the appropriate people before publishing it. Check that it is in line with the overall communication strategy. Reviewed overall content regularly. Remove or archive content when appropriate. Effective day-to-day operation Your web team's broad responsibilities should include: Maintaining the integrity of the website's structure, content and availability. Publishing content and ensuring its consistency and accuracy. Setting and maintaining your organisation's style guidelines for the web. Managing the contract with the hosting service. Monitoring bandwidth availability and usage statistics. Keeping internal stakeholders informed of performance against targets. Formal documentation Whether your website is produced internally or by an external agency, we recommend full documentation at each stage. This will be a useful reference both for current team members and future staff. 76