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1 EONS Branding Guidelines – Final Draft, August 2017 What are branding guidelines for? Branding guidelines are the means by which an organisation ensures that its communications – internally and externally – conform to a consistent style. This style helps to ensure that the organisation’s identity and ethos are clear, both to its own members, partners and stakeholders, and to external audiences. The term ‘style’ includes visual aspects (logo, colours, typeface etc.) and ‘softer’ aspects like tone of voice, mission and values. Why does EONS need branding guidelines? A consistent brand ensures a sense of cohesion and common purpose in a membership organisation such as ours and reassures our audience that communications received are formally endorsed and represent EONS’ official position on an issue. This is important both for internal and external audiences – moreover, it is necessary to be aware that what might be regarded as in internal communication very quickly becomes external once it is placed on a website, or emailed to a third party. Who should use EONS branding guidelines? Anyone who is seeking to communicate with EONS members or partners in a formal manner should use the guidelines. Most commonly, this will be the EONS Executive Board, National Societies, Working Groups and Team members. The guidelines relate to standard documents such as Minutes, Grant Guidelines, Reports and Presentations. (Designed ‘one-off’ communications, such as campaign leaflets and posters, will be produced professionally.) Templates In order to help EONS communicators adhere to the guidelines, we have produced a series of templates, in Word and PPT, for our organisation’s most common requirements, e.g. standard letter, minutes, agenda, grant guidelines etc. (See Appendix 1). These templates should be used for all appropriate communications and may be requested from Rudi Brike at the EONS Secretariat on a single use basis – [email protected] They are also available on EONS Link. Certain elements of the template are locked. This is to ensure that they remain in place and users do not unintentionally alter the style. Final word Branding guidelines and templates can sometimes feel a little controlling, especially in an organisation like EONS that relies on the generosity and good will of many volunteers, and that is largely ‘virtual’. However, this makes these tools doubly important in order to ensure that we all speak with a common voice and purpose, and that our communications have a clear sense of belonging to EONS. The guidelines and templates help ensure we have a common language with which to communicate with each other, and with the world.

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Page 1: EONS Branding Guidelines – Final Draft, August 2017 · Final word Branding guidelines and templates can sometimes feel a little controlling, especially in an organisation like EONS

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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–[email protected]–[email protected]–[email protected]–[email protected]–[email protected]

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Appendix1Agenda:

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Minutes:

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Grantguidelines:

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