MARKETING GUIDELINES. specialistaccreditation

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1 MARKETING GUIDELINES specialistaccreditation

2 Introduction As an accredited specialist, you are entitled to promote yourself through various fields of advertising. Some of these may include yellow pages advertisements, press advertisements, stationery and more. These guidelines are intended to outline the key aspects for correct usage of the logo and post-nominals (the abbreviated form of a person s qualifications), on all of your promotional material. How to use your logos Correct usage of your accreditation logo is vital. It is your stamp of identification to those who are seeking the services of an accredited specialist. When using the logo the guidelines for use must be adhered to for all items of communication. Following are the appropriate post-nominals together with samples on how to use the logo in its various formats. Using post-nominals Post-nominals should be used in conjunction with all general and specific logos. Where the area of specialty is nationally based the State in which the accreditation is held is not required to be specified. In the case where accreditation held is State-based, it is mandatory that the State is identified. Examples provided below; National areas of accreditation Family Law Immigration Law Taxation Law Mediation Law Workplace Relations Acc. Spec. (Fam.) Acc. Spec. (lmmig.) Acc. Spec. (Tax) Acc. Spec. (Med.) Acc. Spec. (Work. Rel.) State accreditation Personal Injury Property Law Succession Law Criminal Law Commercial Litigation Business Law Acc. Spec. (Pers. Inj.) Qld Acc. Spec. (Prop.) Qld Acc Spec. (Succ.) Qld Acc. Spec. (Crim.) Qld Acc. Spec. (Com. Lit.) Qld Acc. Spec. (Bus.) Qld Logo selection There are a number of options to choose from when selecting your preferred logo. However, the logo must only be used in the below colours and formats. The logo may be printed as: black, or blue (PMS 285) and black, or grey and black. IMPORTANT: The use of any other colour (including white) is strictly prohibited from use. To make it easier for you to produce quality artwork, copies of the logos are available by . October 2007 page of 16

3 General logo in circular (must be used with post-nominals) Specific logo in circular (must be used with post-nominals) Skein only must write full title of accreditation, eg QUEENSLAND LAW SOCIETY ACCREDITED SPECIALIST BUSINESS LAW General logo in two lines (must be used with post-nominals) Specific logo in two lines (must be used with post-nominals) General logo in circular two-colour (must be used with post-nominals) IMPORTANT: the logo must always be placed in close proximity to the name of the accredited specialist. It is unacceptable to place the logo near the firm name or the name of a practitioner who is not an accredited specialist. The link between the logo and the name of the individual is paramount. October 2007 page 2 of 16

4 Logo usage guidelines Logo placement must always be in close proximity to the name of the accredited specialist and not the firm 1 When displaying the logo with the name of the accredited specialist, the logo size must remain proportional to the font size used for the name of the accredited specialist. 2 The total height of the logo should be no more than three times the height of the font of the accredited specialist s name to which it relates. 3 Accredited specialists practicing in a firm with multiple offices should clearly identify at which office they are based by indicating the office location in brackets after their specialisation. 4 If advertising an individual s specialisation in a locality other than that where they are in substantial practice, the advertisement must clearly acknowledge that there is no accredited specialist in that locality. Example The advertisement must clearly state... N.B. There is no accredited specialist in the Cairns office. Logo usage examples Letterhead advertising with one accredited specialist In the case of a firm having only one (1) accredited specialist, the specialist may use any of examples 1, 2 or 3. Example 1 Unit 1/23 Totts Street KEDRON QLD 4031 P: F: W: Partner Rico Napoleon LLB Acc. Spec. (Fam.) October 2007 page of 16

5 Example 2 Partner Rico Napoleon LLB Acc. Spec. (Fam.) Unit 1/23 Totts Street KEDRON QLD 4031 P: F: W: Example 3 This would not be considered misleading. Napoleon & Dinamyte Sol icitors Partner John Smith LLB Acc. Spec. (Fam./Pers. Inj.) Solicitor Beryl Jackson LLB Address 88 Phillip St Walgett QLD 4202 P: (052) F: (052) October 2007 page 4 of 16

6 Letterhead advertising specialists in larger firms As a specialist in a larger firm it may not be possible for you to indicate your accreditation on the firm s pre-printed letterhead. In this case, you may find it more feasible to incorporate your logo, post-nominals or phrasing in your sign-off. Example 4 Yours sincerely OR Kip Dynamite LLB Acc. Spec. (Succ.) Qld Kip Dynamite Queensland Law Society Accredited Specialist Business Law Letterhead more than one accredited specialist within the firm When formatting letterhead to identify two (2) or more accredited specialists within the one firm, the area of specialty needs to be clearly identified for each person. Example 5 Unit 1/23 Totts Street KEDRON QLD 4031 P: F: Partners Debra Wheatley LLB Rico Napoleon LLB Acc. Spec. (Fam.) Kip Dinamyte LLB Acc. Spec. (Succ.) Qld October 2007 page 5 of 16

7 Example 6 Partners Debra Wheatley LLB Accredited Specialists Rico Napoleon LLB Acc. Spec. (Fam.) Kip Dinamyte LLB Acc. Spec. (Succ.) Qld Unit 1/23 Totts Street KEDRON QLD 4031 P: F: Letterhead for accredited specialists practising in a firm with multiple offices Should you belong to a firm with multiple offices, it is important to distinguish in which office the accredited specialist is based. Example 7 Smith and Associates LAWYERS Workplace injuries Motor vehicle accidents Public place accidents Medical Negligence PERSONAL INJURIES ACCREDITED SPECIALISTS: John Smith (Brisbane), Steve Smith (Brisbane), Max Power (Gold Coast), Miriam Bennett (Cairns: Mon, Tue, Mt Isa: Wed to Fri) A: 285 Creek Road, Brisbane QLD 4000 P: W: October 2007 page 6 of 16

8 Example 8 Offices Statewide Townsville Cairns* Mt Isa* Gold Coast** Smith and Associates LAWYERS Workplace injuries Motor vehicle accidents Public place accidents Medical Negligence P: Main Office 285 Creek Road Brisbane PERSONAL INJURIES ACCREDITED SPECIALISTS: ** Max Power John Smith Steve Smith * Miriam Bennett (Mon, Tue; Mt Isa: Wed to Fri) Business cards Using the same rules as above, your business card should clearly reflect your area of specialty using the logo in close proximity to your name and not the firm. Example 9 Darcy & Austin Solicitors 96 Castle Street Bonnidoon QLD 4051 Emma Austin LLB. Acc. Spec. (Bus.) Qld P: F: Example 10 Emma Austin LLB. Acc. Spec. (Bus.) Qld Darcy & Austin Solicitors 96 Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 7 of 16

9 Using the logo in yellow pages and newspaper advertising The specialist accreditation annotated or encircled logo may be used in firm s advertising. Below is an example of how the logo may be used. The name of the accredited specialist must accompany the logo. Should you belong to a firm with multiple offices, it is important to distinguish in which office the accredited specialist is based. Advertising an individual s specialisation by use of the logo can occur in advertising circulated to any locality, but must clearly identify the office at which they are based. If there is not an accredited specialist in substantial practice in the locality that the advertising is circulated the advertisement must clearly state this. Example 11 Darcy & Austin Lawyers Providing services in Taxation and Business Law Our experienced practice also extends into the areas of Commercial Law, Conveyancing Emma Austin, LLB Acc. Spec. (Bus.) Qld Daniel Darcy, LLB Acc. Spec. (Comm.Lit) Qld Solicitors Melanie Tyler Emma Thrupp Kerry Calvert Richard Cranium 96 Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 8 of 16

10 Incorrect usage Given that there are many ways to personalise your advertising material, there is always the possibility that it may not follow the guidelines correctly. The main reason for incorrect usage is that the specialist accreditation logo is incorrectly placed. Incorrect logo placement on firm letterhead (1) Use of the logo at the bottom of a letterhead where the reference to the accredited specialist is at the top of the letterhead will be deemed to be misleading as there is not enough proximity. Example 12 This would be considered misleading as the logo is not in close proximity to the name of the accredited specialist. Smith & Jackson Solicitors 88 Phillip St Walgett QLD 4202 Ph: (052) Fax: (052) Partners John Smith LLB Acc. Spec. (Fam./Pers.Inj.) Beryl Jackson LLB Incorrect logo placement on firm letterhead (2) In the below examples the logo is placed in close proximity to the firm s details. This implies that the firm is accredited as opposed to the practitioner (John Smith). Example 13 Smith & Jackson Solicitors 88 Phillip St Walgett QLD 4202 Ph: (052) Fax: (052) Partners John Smith LLB Acc. Spec. (Fam./Pers.Inj.) Beryl Jackson LLB October 2007 page 9 of 16

11 Incorrect logo placement on firm letterhead (3) Example 14 This would be considered misleading as the logo seems to attach to the firm not the practitioner. Unit 1/23 Totts Street KEDRON QLD 4031 Partner Rico Napoleon LLB Acc. Spec. (Fam.) October 2007 page 10 of 16

12 Incorrect usage of personalised letterhead The below example is incorrect as the logo has been placed in proximity to Mike Smith who is not an accredited specialist. Example 15 This would be considered misleading as the logo is not in close proximity to the accredited specialist and could be deemed to be attaching to Mike Smith who is not an accredited specialist. Partners: Mike Smith Mary Jane Mandy Morris Jim Brown Acc.Spec. (Fam.) Associates: Jenny Brown Tom Thumb Yours faithfully Mike Smith Partner Family Law Telephone: (07) Facsimile (07) October 2007 page 11 of 16

13 Incorrect usage of print advertising The following is deemed incorrect because the logo has been used without identifying the accredited specialist. Example Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 12 of 16

14 Example 17 The following is deemed incorrect because the logo has been placed in close proximity to the firm and not the name of the accredited specialist. Therefore this implies that the firm is the accredited specialist. Oxford Sais & Smith BRISBANE Simon Sais David Oxford John Smith Julie Smith, Acc.Spec. (Prop.) - Qld See full advertisement Page Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 13 of 16

15 Incorrect usage of print advertising (continued) wording The term Accredited Specialists may only be used in conjunction with those who are accredited specialists and is not be used in close proximity to the firm name or any other person who is not an accredited specialist. Example 18 This would be considered misleading as there is no mention of the accredited specialist. Corporate Crime Drug Offences Traffic Offences Bail Applications and more 96 Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 14 of 16

16 Example 19 This example lists practitioners but does not specifically identify them as accredited specialists. From this example you would presume that all of the solicitors at the firm are accredited specialists which may not be the case. Corporate Crime Drug Offences Traffic Offences Bail Applications and more Solicitors: Glen Darcy Simon Smith Franklin Mint 96 Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 15 of 16

17 Incorrect usage of logo proportion When advertising as an accredited specialist, the total height of the logo should be no more than three times the height of the font of the accredited specialist s name to which it relates. Example 20 Emma Austin, LLB Acc. Spec. (Bus.) Qld Daniel Darcy, LLB Acc. Spec. (Bus.) Qld Darcy & Austin Lawyers Our experienced practice also extends into the areas of Commercial Law, Conveyancing 96 Castle Street Bonnidoon QLD 4051 P: F: October 2007 page 16 of 16

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