Brand Guidelines & Provider Handbook

June 2017

Brand Guidelines& Provider Handbook

shaping the leadership landscape

Contents

IntroductionFollowing the brandColour paletteTypographyThe LogoSupporting GraphicsApplying the brandJoint venture brandingCommissioned development provider branding

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IntroductionThis document is designed to outline how NHS South West Leadership Academy will work together with development providers to the benefit of both organisations. The NHS likes to work with other organisations, to cross fertilise knowledge, best practice and skills for the development of employees, which in turn benefits patients, service users and local populations enabling the provision of the highest level of care possible.

However, there is often a misconception around ‘partnership working,’ whilst NHS South West Leadership Academy do work with external organisations (development providers), in the majority of cases their services are commissioned i.e. a fee is paid for their knowledge and skills. NHS South West Leadership Academy only work in true partnership with a provider when they

also contribute funding towards a programme or service that is on offer, defined as:

Partnership (noun)

A type of business organisation in which two or more individuals pool money, skills, and other resources, and share profit and loss in accordance with terms of the partnership agreement.

(Business Directory)

Due to NHS South West Leadership Academy having recently become a Local Delivery Partner of the NHS Leadership Academy, a much stricter set of guidelines has been put into place around branding, in line with NHS Identity regulations, which all Local Delivery Partners must now adhere to within their communications materials, and this also includes strict instructions about placement of provider logos and branding.

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It is important that NHS South West Leadership Academy’s development providers understand that moving forward, when working with NHS South West Leadership Academy, they must adhere to the guidelines mentioned.

In addition to this, it is also important for the NHS South West Leadership Academy’s stakeholder engagement, at this crucial time of transition, that stakeholders distinctly know the value that they are getting from NHS South West Leadership Academy. Therefore, all branding and materials used at all events and/or programmes, whatever the size, must be provided by NHS South West Leadership Academy, further details of how this can be applied can be found in this document (pg 17).

If any member of the NHS South West Leadership Academy team has any queries relating to any of the information in this document, then please speak to Tom Rossiter, Business Development Manager on:

Email: [email protected]

Telephone: 01823 361211

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The NHS South West Leadership Academy works on behalf of NHS organisations across the South West to deliver high quality leadership development interventions to enhance the region’s leaders’ capability to transform the future of health.

Since the inception of the NHS South West Leadership Academy, excellent working relationships have been developed with suppliers and development providers. When procuring and commissioning leadership development programmes, events and interventions, the NHS South West Leadership Academy team has worked closely with development providers to co-design bespoke products that best meet the needs of stakeholder organisations. Sharing expertise on the presenting context and landscape and utilising the most up to date leadership development expertise to create an offer that is relevant, fit for purpose and future focused.

It is important at NHS South West Leadership Academy that work is undertaken with external development providers that gives stakeholders the best possible learning they can receive. In working in this way knowledge can be cross-fertilised as well as best practice, skills and wider thinking for the development of leaders, which in turn benefits patients, service users and citizens, enabling the highest level of service possible.

The NHS Constitution states:

“The NHS belongs to the people. It is there to improve our health and wellbeing, supporting us to keep mentally and physically well, to get better when we are ill and, when we cannot fully recover, to stay as well as we can to the end of our lives. It works at the limits of science – bringing the highest levels of human knowledge and skill to save lives and improve health. It touches our lives at times of basic human need, when care and compassion are what matter most.”

(The NHS Constitution)

NHS South West Leadership Academy is authorised as a Local Delivery Partner (LDP) of the national NHS Leadership Academy. This partnership results in a need to work with development providers in a different way. This document has been designed to give clarity and guidance on these new processes in order that all parties are clear on what is now required when delivering leadership development.

The NHS South West Leadership Academy has a duty to ensure when working with development providers that the best possible service is commissioned with the most effective use of resources. Return on investment and impact on individuals, teams, service delivery and care for patients and service users, alongside the health and well-being of local populations, must be evidenced.

Development providers must demonstrate and evidence their capability to deliver leadership development in a fair, equitable and inclusive way and that every opportunity to be inclusive is utilised during the delivery of programmes and interventions.

When delivering programmes and interventions, providers are representing NHS South West Leadership Academy, their brand and values, and should be considerate to these at all times. Delivery is on behalf of NHS South West Leadership Academy and there should be no reference to the providers organisation at any time. It is at the discretion of NHS South West Leadership Academy whether to make reference to a development provider organisation’s website.

The NHS is an organisation that has a constantly changing context and presenting landscape, development providers must be able to demonstrate and evidence their understanding of the context, politically, organisationally, across health economies and the wider health and social care system. They must be flexible, adaptable and agile to ensure that the leadership development designed and co created with NHS South West Leadership Academy delivers interventions for leaders that equips them to lead in increasingly complex and ambiguous environments.

Working with NHS South West Leadership Academy

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Development Provider (Rules of) Engagement

It is essential that stakeholders are instantly able to recognise the NHS South West Leadership Academy brand. All communications and engagement with stakeholders must reflect this brand and what it stands for.

As part of the NHS South West Leadership Academy terms and conditions, and before a commissioning relationship with development providers is entered into, the following list of requirements need to be read and agreed:

1. All event and programme materials used throughout the duration of the programme or intervention must be in the NHS South West Leadership Academy branding and the guidance must be adhered to, these materials include:

– PowerPoint Slides

– Prezis

– Invitations

– Banners

– Delegate folders

– Programmes

– Evaluation forms

– Stage graphics

– Pens

2. Where applicable a development providers logo will only appear on the inside page of a document as per the brand guidelines.

3. Development providers may not display their own marketing materials alongside the NHS South West Leadership Academy’s e.g. Banners

4. Development providers will be given NHS South West Leadership Academy branded materials which will be displayed at each and every programme session or event, this will include items such as banners, flyers, newsletters etc.

5. All invitations and communications sent out to programme participants must be sent on behalf of NHS South West Leadership Academy. A branded e-mail template will be provided for this purpose.

Leadership development programmes, events and interventions

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It is important that stakeholders understand the services they can access via NHS South West Leadership Academy.

It is extremely important that NHS South West Leadership Academy is able to evidence that the programmes delivered have an impact, not only on the participant, but also the organisation and patient. Due to this, feedback and impact stories must be built into programmes at every level and captured throughout the duration of the programme and returned no later than one week after each module, to ensure that this can be fed back to stakeholders in a timely manner.

In order to keep in line with our overall communications and engagement strategy, this feedback must be captured in a variety of mediums, including:

– Audio

– Visual

– Written (both qualitative and quantitative)

Return on investment

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Following the brand

It is important that stakeholders understand the services they can access via the NHS South West Leadership Academy and can clearly identify that they gain value from these services offered.

It is essential that they are instantly able to recognise the NHS South West Leadership Academy brand. All communications and engagement with stakeholders must reflect this brand and what it stands for, therefore all materials produced must follow these guidelines.

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Colour paletteNHS South West Leadership Academy’s main colour palette uses NHS Blue, Dark Grey, Grey and Light Grey.

NHS Blue C=99 M=50 Y=0 K=0

R=0 G=106 B=180 #0069b4

‘Grey’

C=35 M=14 Y=11 K=34R=133 G=151 B=163

#8597a3

‘Light Grey’

C=7 M=1 Y=3 K=2R=237 G=244 B=245

#edf3f5

‘Dark Grey’C=58 M=32 Y=18 K=54

R=71 G=92 B=109#475b6d

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NHS Blue is Pantone 300

‘Grey’ is Pantone 7544

‘Light Grey’ is Pantone 7541‘Dark Grey’

is Pantone 7545

Secondary highlight palette

Core brand highlight Programme highlights

Mary SeacoleNHS Aqua GreenPantone 3272CMYK: 94/0/48/0RGB: 0/164/153#00A499

NHS Dark BluePantone 287CMYK: 100/75/2/18RGB: 0/48/135#003087

Dark PinkPantone 683CMYK: 26/99/12/50RGB: 124/40/85#7C2855

NHS Warm YellowPantone 1235CMYK: 0/31/98/0RGB: 255/184/28#FFB81C

Nye BevanNHS OrangePantone 144CMYK: 0/51/100/0RGB: 237/139/0#ED8B00

NHS Bright BluePantone 285CMYK: 90/48/0/0RGB: 0/114/206#0072CE

NHS Dark RedPantone 1955CMYK: 9/100/54/43RGB: 138/21/56#8A1538

NHS YellowPantone Process YellowCMYK: 0/0/100/0RGB: 250/225/0#FAE100

Elizabeth Garrett AndersonNHS PinkPantone 675CMYK: 18/100/0/8RGB: 174/37/115#AE2573

NHS Light BluePantone 298CMYK: 67/2/0/0RGB: 65/182/230#41B6E6

Emergency Services RedPantone 485RAL 3020 Traffic RedCMYK: 0/95/100/0RGB: 218/41/28#DA291C

Intersect, Ready Now, Director, Aspiring Chief ExecutiveNHS PurplePantone 2685CMYK: 90/99/0/8RGB: 51/0/114#330072

NHS Aqua BluePantone 312CMYK: 88/0/11/0RGB: 0/169/206#00A9CE

Edward JennerNHS Purple Pantone 2685 @ 70%CMYK: 63/74/0/8RGB: 115/80/149#724F95

NHS Dark GreenPantone 342CMYK: 93/10/75/43RGB: 0/103/71#006747

NHS GreenPantone 355CMYK: 91/0/100/0RGB: 0/150/57#009639

NHS Light GreenPantone 368CMYK: 65/0/100/0RGB: 120/190/32#78BE20

NHS PurplePantone 2685CMYK: 90/99/0/8RGB: 51/0/114#330072

Secondary colour palette

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Lots of white, prominent use of NHS Blue

Plenty of mid/light grey

Minimal use of core brand/programme highlight colours

Sparing use of secondary highlight palette colours

Moderate use of dark grey/black

Secondary colour palette

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TypographyFrutiger is the official typeface family used by the NHS. It is fresh, legible and modern. NHS South West Leadership Academy’s brand uses only the ‘Light’ and ‘Roman’ weights to maintain the modern feel and visually relate back to the national parent brand.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQq RrSsTtUuVvWwXxYyZz1234567890

Frutiger Light

Frutiger Roman

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In written communications we always write our name out in full:

“NHS South West Leadership Academy is proud to announce...”

“The NHS SWLA is proud to announce...”

“The SWLA is proud to announce...”

All text should be in ‘Frutiger Light’ and left-aligned. Important headings, key quotes and email and web addresses can be highlighted like this by using ‘Frutiger Roman.’ You can also change the colour of highlighted text if necessary to provide extra distinction. Only use ‘Frutiger Light Italic’ or ‘Frutiger Italic’ when absolutely necessary.

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When Frutiger is not available, NHS brand guidelines stipulate that Arial should be used. This font may need to be used for web projects or if using word processing and presentation software.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

Arial

The LogoThe NHS lozenge must appear on all items produced. It should always sit top right. If used on a light background the NHS lozenge must be blue with black text, as shown below. On a darker or coloured background the logo must appear in its ‘white-out’ version.

If you need supplying with any of our design elements please contact [email protected]

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in the South West

Leadershipin the South West


Leadership

Supporting GraphicsThe landscapeAdditional elements have been added to the landscape graphic to represent the fact that the NHS South West Leadership Academy have grown and developed since their inception. The Statement of Purpose was used as inspiration to develop the landscape:

• the sea represents ‘courage’, with the boats setting sail on what could be a rough sea/path towards leadership

• to represent ‘community’ small homes have been added in, next to the tin mine illustrations, of varying sizes to represent the diverse workforce

• working ‘creatively’ by collaborating with partners is represented by the additional boats on the sea (based on fishing boats commonly found in the south west area of the UK)

• the arc represents a bridge, which in turn is symbolic of ‘mindfulness’ and the need to bridge the gap between staff members, leaders and teams for better communication and sharing of information

• to represent more generally the theme of ‘growth’ trees have been added to the ‘land’ part of the illustration as well as dome-shaped hills (which could also represent the Eden Project attraction)

• pebble-like graphics have been added to the grey part of the landscape to represent the cliffs and also the theme of ‘transformation’ as, like leaders, the coastline is always evolving and changing depending on the conditions.

Remember: The landscape graphic should always be used inside a circle, as shown on the next page.

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The spotlight graphicsThe landscape should always be used inside spotlight circles as the refreshed brand is based around the concept of “putting the spotlight on leadership.” Clusters of spotlights should be used in a very clear ‘wave’ as shown below. A ‘wave’ shape is used to represent the undulating nature of the landscape/sea.

New ‘waves’ can be created in Adobe Illustrator by using a combination of shapes, as labelled below:

Circles filled with a solid colour.

Circles filled with a solid colour with the transparency set to ‘Normal’. The transparency value can be set to any value between 1% and 100%.

Any photos that are used should be black and white. If the circle is small try not to include the whole scene, just focus into a specific area. If the circle is quite big more of the scene can be included.

Circles filled with a solid colour and a guassian blue applied as well as a transparency.

If the circle is small try not to include the whole landscape graphic, just crop into a smaller area of it so that the overall look doesn’t get too cluttered.

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‘Feature Circles’ can also be created where it is unsuitable to use a ‘wave’.

‘Feature Circles’ can include nearly the whole landscape.

‘Feature Circles’ can also crop into just one area of the landscape.

You can rearrange the graphics inside the circle to improve the composition if needed.

Remember: The feature circles should always be accompanied by other overlapping circles and spotlights (see next page).

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Website

There is not enough contrast between the background colour and the title text of the document.

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Tints of the NHS Purple should never be used as a background colour.

A ‘feature circle’ has been used in isolation - it should be accompanied by other circular graphics and spotlights - see page 16.

A ‘feature circle’ has been used in conjunction with other complementary spotlights and circles.

The background colour is correct.

The correct version of the NHS logo has been used for a light background.

There is not enough contrast between the background colour and the title text of the document.

A wave graphic has been created but does not use the space most effectively - there is too much blank space for a front cover design.

There is good contrast between the background colour of the title text of the document.

The background colour is NHS Purple at a 100% tint.

A ‘feature circle’ has been used in conjunction with other complementary spotlights and circles.There is good contrast between the

background colour of the title text of the document. The correct version of the

NHS logo has been used for a light background.

Dos and Don’tsThis page shows some example of how and how not to apply the brand.

Joint venture branding

Maintaining consistency with the approach developed for the national NHS Leadership Academy, the mockup opposite shows how joint venture branding would look.

The example shows how a cover would look if NHS South West Leadership Academy were working in joint venture with NHS Employers. The spotlight graphics work well in that they are able to house other graphic elements easily from other brands.

NHS brand guidelines stipulate that you cannot display two NHS lozenges on the same document cover, so a line would be added to the cover which communicates their involvement.

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The NHS South West Leadership Academy and NHS Employers

Commissioned development provider brandingNHS South West Leadership Academy regularly commissions external and internal development providers to deliver programmes, events and initiatives for stakeholders. This is a commissioning relationship funded by the NHS South West Leadership Academy, though the initiative will be co created, the commissioner and provider are working together to create the final product. In this instance it is an NHS South West Leadership Academy product and as such this is the prominent brand and the commissioned development provider can be shown in the following ways. A commissioned development provider must seek permission before their logo can be included on any type of document, banner or piece of communication.

In some instances NHS South West Leadership Academy may work with other organisations to deliver programmes or products. When an organisation is a supplier to the NHS South West Leadership Academy their brand is dominant and the supplier/partner logo is shown in the following ways. A supplier must seek our permission before their logo can be included on a document or piece of communication.

When provider organisations are using copyrighted documents, they must be branded in NHS South West Leadership Academy branding as per the guidelines and include a copyright acknowledgement on the bottom left hand corner of the document to remain consistent with the rest of the programme materials.

Depending upon the nature of the supplier’s involvement their logo will either;

a) not be included at all,b) be included bottom left on the back page, or

Delivered by:

Delivered by the Hay Group on behalf of NHS South West Leadership Academy

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Leaders of the futureTremulus matrimonii vix fortiter deciperet umbraculi. Saetosus cathedras senesceret perspicax umbraculi. Satis lascivius chirographi praemuniet Augustus. Optimus adfabilis cathedras agnascor saetosus fiducias. Quinquennalis oratori libere praemuniet adfabilis apparatus bellis oratori libere.

Nurturing existing leadersCaesar corrumperet adlaudabilis fiducias. Pessimus lascivius umbraculi miscere gulosus syrtes, ut Aquae Sulis circumgrediet apparatus bellis. Saburre deciperet cathedras. Incredibiliter adfabilis catelli celeriter adquireret octavius.

A range of programmesSyrtes comiter agnascor lascivius rures, utcunque adlaudabilis saburre plane divinus imputat tremu-lus catelli. Cathedras praemuniet gulosus syrtes. Fragilis zothecas optimus comiter suffragarit rures. Cathedras praemuniet gulosus syrtes. Fragilis zothecas optimus comiter suffragarit rures.


Working togetherCaesar corrumperet adlaudabilis fiducias. Pessimus lascivius umbraculi miscere gulosus syrtes, ut Aquae Sulis circumgrediet apparatus bellis. Saburre deciperet cathedras. Incredibiliter adfabilis catelli celeriter adquireret Octavius. Caesar corrumperet adlaudabilis fiducias. Pessimus lascivius umbraculi miscere gulosus syrtes, ut Aquae Sulis circumgrediet apparatus bellis. Saburre deciperet cathedras. Incredibiliter adfabilis catelli celeriter adquireret Octavius.

The patient is centralCaesar corrumperet adlaudabilis fiducias. Pessimus lascivius umbraculi miscere gulosus syrtes, appara-tus bellis. Saburre deciperet cathedras. Incredibili-ter adfabilis catelli celeriter.


Leaders of the futureTremulus matrimonii vix fortiter deciperet umbraculi. Saetosus cathedras senesceret perspicax umbraculi. Satis lascivius chirographi praemuniet Augustus. Optimus adfabilis cathedras agnascor saetosus fiducias.


Leaders of the futureTremulus matrimonii vix fortiter deciperet umbraculi. Saetosus cathedras senesceret perspicax umbraculi. Satis lascivius chirographi praemuniet Augustus. Optimus adfabilis cathedras agnascor saetosus fiducias. Caesar corrumperet adlaudabilis fiducias. Pessimus lascivius umbraculi miscere gulosus syrtes, ut Aquae Sulis circumgrediet apparatus bellis. Saburre deciperet cathedras. Incredibiliter adfabilis catelli celeriter adquireret Octavius.

A range of programmesSyrtes comiter agnascor lascivius rures, utcunque adlaudabilis saburre plane divinus imputat tremu-lus catelli. Cathedras praemuniet gulosus syrtes. Fragilis zothecas optimus comiter suffragarit rures. Cathedras praemuniet gulosus syrtes. Fragilis zothecas optimus comiter suffragarit rures.


Nurturing existing leadersCaesar corrumperet adlaudabilis fiducias. Pessimus lascivius umbraculi miscere gulosus syrtes, ut Aquae Sulis circumgrediet apparatus bellis. Saburre deciperet cathedras. Incredibiliter adfabilis catelli celeriter adquireret octavius.

A range of programmesSyrtes comiter agnascor lascivius rures, utcunque adlaudabilis saburre plane divinus imputat tremu-lus catelli. Cathedras praemuniet gulosus syrtes. Fragilis zothecas optimus comiter suffragarit rures.

c) included only bottom right on the inside, back cover.

21Leadership

in the South WestDelivered by:

www.southwestleadership.nhs.uk

Brand Guidelines & Provider Handbook

Documents

Transcript of Brand Guidelines & Provider Handbook