eons branding guidelines – final draft, august 2017 · final word branding guidelines and...

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EONSBrandingGuidelines–FinalDraft,August2017Whatarebrandingguidelinesfor?Brandingguidelinesarethemeansbywhichanorganisationensuresthatitscommunications–internallyandexternally–conformtoaconsistentstyle.Thisstylehelpstoensurethattheorganisation’sidentityandethosareclear,bothtoitsownmembers,partnersandstakeholders,andtoexternalaudiences.Theterm‘style’includesvisualaspects(logo,colours,typefaceetc.)and‘softer’aspectsliketoneofvoice,missionandvalues.WhydoesEONSneedbrandingguidelines?AconsistentbrandensuresasenseofcohesionandcommonpurposeinamembershiporganisationsuchasoursandreassuresouraudiencethatcommunicationsreceivedareformallyendorsedandrepresentEONS’officialpositiononanissue.Thisisimportantbothforinternalandexternalaudiences–moreover,itisnecessarytobeawarethatwhatmightberegardedasininternalcommunicationveryquicklybecomesexternalonceitisplacedonawebsite,oremailedtoathirdparty.WhoshoulduseEONSbrandingguidelines?AnyonewhoisseekingtocommunicatewithEONSmembersorpartnersinaformalmannershouldusetheguidelines.Mostcommonly,thiswillbetheEONSExecutiveBoard,NationalSocieties,WorkingGroupsandTeammembers.TheguidelinesrelatetostandarddocumentssuchasMinutes,GrantGuidelines,ReportsandPresentations.(Designed‘one-off’communications,suchascampaignleafletsandposters,willbeproducedprofessionally.)TemplatesInordertohelpEONScommunicatorsadheretotheguidelines,wehaveproducedaseriesoftemplates,inWordandPPT,forourorganisation’smostcommonrequirements,e.g.standardletter,minutes,agenda,grantguidelinesetc.(SeeAppendix1).ThesetemplatesshouldbeusedforallappropriatecommunicationsandmayberequestedfromRudiBrikeattheEONSSecretariatonasingleusebasis–eons.secretariat@cancernurse.euTheyarealsoavailableonEONSLink.Certainelementsofthetemplatearelocked.Thisistoensurethattheyremaininplaceandusersdonotunintentionallyalterthestyle.FinalwordBrandingguidelinesandtemplatescansometimesfeelalittlecontrolling,especiallyinanorganisationlikeEONSthatreliesonthegenerosityandgoodwillofmanyvolunteers,andthatislargely‘virtual’.However,thismakesthesetoolsdoublyimportantinordertoensurethatweallspeakwithacommonvoiceandpurpose,andthatourcommunicationshaveaclearsenseofbelongingtoEONS.Theguidelinesandtemplateshelpensurewehaveacommonlanguagewithwhichtocommunicatewitheachother,andwiththeworld.

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Brandingguidelines–visualstyleTheEONSlogoThisistheEONSlogo:

Thelogoisthestrongestvisualsignifierthatanorganisationhas.Itisthereforeveryimportantthatitappearsinthesameformatonallcommunications.InEONS’casethisistopandcentre.Thelogo’sintegrityshouldneverbealteredanditmustappearinthesameform,featuringbothwordsandscriptatalltimes.

ThecoloursinthelogoreflectEONS’CAREstrategy,whichisbasedon:

• Communication–Red• Advocacy–Blue• Research–Orange• Education–Purple

ForthepurposesoforderingEONSstationeryandotherpromotionalproductssuchasT-shirts,hatsetc.forconferencesandevents,youwillneedtotelltheprinterthecolourandfontspecifications.Theyareasfollows:Blue:80c40mOrange:70m100yPurple:55c85mRed:100m100y*(C,M&Ystandsforcyan,magentaandyellow.)MyriadSemiboldisthefont.However,theprofessionallydesignedlogoshouldalwaysbeusedandnoattemptmadeto‘recreate’it.Thisistoensureconsistencyanddesignaccuracy.TheEONSTypeface–CalibriThetypefaceisalsocommonlyknownasthe‘font’styleinwhichthetextappears.Althoughonemaybarelynoticethisconsciously,thetypefaceisimportantfor‘feel’andclarity.TheEONStypefaceisCalibri.Calibriisacommonlyavailableandclear‘sansserif’typeface

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(i.e.onethatdoesnothaveextendingfeaturescalled‘serifs’attheendofstrokesandtendstohavelesslinewidthvariation)thatispopularinmanyorganisationsasitisfelttopresentparticularlywellonscreen,whichwherethemajorityofdocumentsarenowread.(ItisalsonowthedefaultfontforMicrosoft.)Calibriregular(or‘roman’)11pointshouldbeusedforthebodytextformostdocuments.Primaryheadingsshouldbein14point,regular,bold–LikethisSecondaryheadingsshouldbein12point,regular,bold–LikethisSub-headingsshouldbein11point,regularbold–LikethisTheleading(thatis,thespacingbetweenthelinesoftext)shouldbesetat1.0.Thetextshouldbesetleft(notjustified).However,youwon’tusuallyneedtoapplythesespecificationstodocumentsyourselfasEONShascreatedtemplatesforyouruse.TheEONSTemplatesAPPTandaWordtemplateareavailableforyourusewhencommunicatingonbehalfofEONS.ThetemplatesareavailablefromRudiBrikeateons.secretariat@cancernurse.euandonEONSLink.TheWordtemplateistobeusedforEONSinformationsheets,(Grant)guidelines,WorkingGroupminutesetc;thePPTtemplateisforEONSpresentationsgivenbytheBoard,WorkingGroupandEONSstaff/freelances.Itisparticularlyimportantthattheyareusedwhenaddressinganexternalaudience.Thetemplatesconformtothestylessetoutabove.HereisasnapshotofhowthislooksinpracticeinWord:

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PowerPointPPTtemplateTheEONSPPTtemplateshouldbeusedforallPPTpresentations,especiallywhenspeakingonEONS’behalfatexternaleventsandconferences.Ithasbeenbrandedclearlyandsimply.Thefollowingelementsmustappearoneveryslide:

• EONSlogointheheadlinebox(YouwillnoticethatthelogoisplacedtotheleftinPPTsothatitallowsspacefortheheadlinewithinthestandardPPTformat)

• Thedate(whichwillsetautomatically)and‘EuropeanOncologyNursingSociety–EONS’asthefooter.

[NB.TwoalternativesstylesareofferedbelowpendingafinaldecisionbytheTaskGroup/CommsWG.]

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Withinthisbasicbrandingformatyoustillhavecompletefreedomtosetupandorganiseyourslidesasyouwish.However,certainapproachesaremoresuccessfulthatothers.Hereareafewtips:

1. Planwhatyouwanttosaybeforehand(yourmainpoints,yourbeginning,middleandend)–thisway,whenyoucometomakeyourslides,yourthoughtsandwordswillbeclearandpowerful.

2. Donotputeverythingyouwanttosayontheslides–theyshouldsimplyillustrateandunderlinethekeypointsfromthetalkyouaregiving(fromyourownnotes).

3. Donotcrowdyourslide–limiteachonetothreeorfourclearpoints.4. Puteachgraph/chartonaseparateslidefromthetextthatexplainsit.5. Useimagessparingly–chooseafewhighqualitypictures.Askyourselfwhetherthey

willreallyaddtoyouraudience’sunderstanding.6. Remembernottostandwithyourbacktotheaudience,readingfromthescreen.7. Askquestionsofyouraudience–thiswilldrawtheminandhelpthemengagewith

whatyou’resaying.8. Ajokeortwotolightenthetonealwayshelps!

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EmailsignatureTheemailsignatureistheinformationthatautomaticallyappearsatthebottomofeveryemailthatyouaresendingonbehalfofEONS.Thishelpstherecipientseeimmediatelywhoyouare,yourrelationshiptoEONSandhowtheycancontactyouiftheyneedto.TheEONSteamlargelyusesabespokeEONSemailprovide.However,manyoftheBoardandWorkingGroupmembersusetheirpersonaloremployeremail.Ifthelatteristhecaseyouprobablywillnotbeabletoadaptthesignaturedetails,butitisworthaskingwhetheryoucanaddsomeelementsoftheEONSone.TheEONSemailsignatureincludesyourname,role,emailaddress,phonenumber.AndtheEONSlogo.ItthenencouragestherecipienttofindoutmoreaboutEONSthroughthewebsiteandideallytoengagethroughsocialmedia.Finally,itincludesEONSregisteredcharityaddressandcontactdetails.Likethis:HelenOswaldEONSCommunicationsManagereons.communications@cancernurse.eu07507353957

www.cancernurse.euwww.facebook.com/cancernurseEUwww.twitter.com/cancernurseEUEuropeanOncologyNursingSocietyc/oHaysmacintyre26RedLionSquareLondon,WC1R4AGUKTel:+32(0)27799923eons.secretariat@cancernurse.euThismayseemlikequitealotofinformation,butrecipientswillsimplyglanceatitquicklytofindwhattheyneed,orignoreit.(Thesignatureisusedinallinitialemails,butdoesnothavetobeusedinareplyemail.)

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Howtosetup/changeyouremailsignatureIt’seasytosetuporchangeyouremailsignature.Onmostemailsystemsyousimplygotosettings/options/layout/emailsignatureandpastethedetailsyouwishtoincludethere,saveandclose.SometimesEONSaddsanextragraphicfeatureorlogoattheendofthesignaturetomarkaspecialevent.Thisisaverysimpleandeffectivewayofhelpingeveryoneknowaboutwhatwe’redoing.Forexample,someofusaddedapre-designed,colourfulribbonlogotoadvertiseEuropeanCancerNursingDayinMay.Theseareaddedinthesamewayasdetailedabove.EONS’vision,missionandvaluesTheseprovidefocusforanorganisationandexplaintootherswhatitisthatyoudo.

Whileamissionstatementtalksabouttheorganisation'spurpose,(i.e.direction),avisionstatementtalksaboutwhattheorganisationwouldliketobe.Inotherwords,themissionsetsoutthejourney,thevisionisthedestination.

EONS’VisionThatallpeopleaffectedbycanceracrossEuropewillbenefitfromthecareofwelleducated,wellinformedandhighlycompetentcancernurses,whowillplayacentralroleinprovidingsupport,promotinghealthandimprovingclinicaloutcomes.

EONS’MissionWorkinginpartnershiptodevelopandpromoteexcellenceincancernursingpracticethrougheducation,research,leadershipandsupporttocancernursesacrossEurope.

ValuesAnorganisation’svaluesareasetofcommonly-heldvaluesthatdefineitscultureandbeliefs.EONSvaluesarethatweareaninclusiveandcredibleorganisation,whichaimstoprovideeffectiveandpracticalsupporttoallmembersacrossEurope.

ThestrategicCAREplanTheCAREstrategyprovidestheBoardwithaframeworkwithinwhichactivitiescanbedevelopedthatwilldeliverbenefittomembers.BythesemeanstheCAREplanensuresthatEONS’missionisdelivered.

YoucanreadmoreaboutEONS’vision,mission,valuesandCAREstrategyathttp://www.cancernurse.eu/about_eons/strategy.html

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ToneofvoiceThismightseemlikecommonsensebutitcomesmorenaturallytosomethanothers.Justbearinmindthatweareaprofessionalorganisationandourtoneshouldreflectthat.Wearealsoamembershiporganisationandthismeansthatourtoneshouldthereforebeinclusiveandfriendly.Wewantouraudience–ourmembersandpartners–toknowthatwearetheretosupportthemandthatweareapproachableandhavetheirinterestsatheart.Itcanbehelpfultoimaginethatyouarespeakingtoaspecificpersonwhenyouwrite–someoneyourespect,knowquitewellandwishtobefriendlywith.LanguageEONSdoestranslatesomeeducationalresourcesbutmostcommunicationisinEnglish.ManyEONSmembershaveEnglishasasecondlanguage,thereforeitisespeciallyimportantthatwecommunicateclearlyinplainEnglishthatiseasytounderstand.Thismeansusingfairlyshortsentencesandparagraphs,andtryingtoavoidtoomuchidiomaticEnglish.AbasicstyleguideisbeingproducedwhichwehopewillhelpEONSwritersavoidsomeofthemainpitfallsandapplyafewkeyrulesregardingtheEONSstyle.---------------------------------------------------------------------------------------------------------------------------*TheseguidelineshavebeenproducedbytheBrandingGuidelinesTaskGroup:PazFernandezOrtega,SteliosKatsaragakis,CharlotteWeston,MariskaMooijekindandHelenOswald.Pleasedocontactuswithanycomments,questionsorsuggestions:MariskaMooijekind–working.groups@cancernurse.euPazFernandezOrtega–mfo@iconcologia.netSteliosKatsaragakis–stkats@hotmail.comCharlotteWeston–Charlotte.Weston@rmh.nhs.ukHelenOswald–eons.communications@cancernurse.eu

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Appendix1Agenda:

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Minutes:

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Grantguidelines:

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StandardLetter: