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8/2/2019 Nhs Foundation Trusts Guideline
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NHS foundation trusts
PDF created: 28 February 2012
For the latest updates, see the NHS
Brand Guideline website at
http://www.nhsidentity.nhs.uk
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.
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Contents
Naming 1
Your NHS logotype 4
NHS typefaces 5
Web colour palette 6
Tone of voice 7
Working in partnership 8
Programmes and initiatives 9
Stationery 10
Letterheads 11
Compliments slip 13
Business cards 14
Fax-header paper 15
Media information 17
Envelopes and labels 19
Stationery checklist 20
Signage 21
Main signage 22
Internal and wayfinding signage 23
Property 25
Badges 26
Uniforms 31
Vehicles 32
Building sites 33
Identifying NHS building sites 37
Other site signs 43
Commercially let hoardings 45Perimeter fencing 47
Tower crane signs 49
Scaffolding sheeting 51
Protective clothing 53
Further branding opportunities 56
Recruitment advertising 63
Websites 64
Planning your website 65
NHS identity 66
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Website colour palette 67
Content 68
Accessibility 69
Managing your site 74
Links 76
Legal information 79
Further help and resources 80
Further help and information 81
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The name of an organisation is a crucial part of itsidentity.It is important that the names of all NHS organisationsare comprehensible and clear.
This is to enable patients and the public to identify our organisations
and understand their roles.
Although NHS foundation trusts have independent status within the
NHS, they operate in a system that upholds the values and
principles of the NHS. If you are part of an NHS foundation trust, you
will have locally agreed, legally binding contract arrangements with
host PCTs. These include a clause on abiding by the NHS brand
guidelines, which extends to the naming of your organisation.
The name of your NHS foundation trust must:
be clear and descriptive not conceptual or abstract;
be written out in full without the use of acronyms or
abbreviations;
contain a geographical reference; and
include the words NHS Foundation Trust in the name.
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.
Naming
The names of NHS services
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If you are thinking of changing the name of your trust on achieving
foundation status, 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.
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 be mindful of the cost and time associated with
changes in name and be assured that the potential benefits
justify the use of public monies.
You should also ensure that a new name does not clash with thenames of other NHS organisations, as this could cause confusion.
It is worth noting that in recent cases where trusts have considered
non-geographical names as part of their bid for foundation status,
the proposed name changes were reconsidered following public
consultation.
Approval for name changes pre-authorisation
NHS trusts considering a name change as part of their bid to
become a foundation trust must carry out appropriate consultation
and engagement with their stakeholders on the proposal, and
ensure that proper consideration is geiven to any objections raised.
Name changes
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This is particularly so where there is no requirement in the Trust's
constitution to seek the agreement of the Board of Governors to the
proposed change.
This consultation and engagement should include contacting
the Department of Health's branding team at the earliest
opportunity. ([email protected] 020 7972 5250/5261)
Trusts should also consult with their contact in the Department of
Health's foundation trust applications team. Once authorisation is
granted by Monitor, the constitution of your NHS foundation trust
must name the organisation.
Monitor will not authorise any name that has not first been approved
by the Department of Health.
Approval for name changes post-authorisation
If you want to reflect a name-change in your constitution following
authorisation, you should approach Monitor as well as the DH
branding team as detailed above. Their contact details are:
Legal Team
Monitor - Independent regulator of NHS foundation trusts4 Matthew Parker Street
London SW1H 9NL
020 7340 2400
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All NHS foundation trusts have logotypes basedaround the NHS logo. When constructing your NHSlogotype, you should follow these guidelines closely.You should also ensure that you use the NHS logocorrectly and consistently.
Your NHS logotype
NHS logo, organisation name and descriptor
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NHS typefaces
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Web colour palette
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Tone of voice
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Working in partnership
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Programmes and initiatives
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Stationery
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Here we set out the specifications for producing NHSletterheads.
Please refer to the relevant visual examples for information on
positioning and layout.
Letterheads
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Foundation trust A4 letterhead example
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Compliments slip
Foundation trust compliments slip example
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Business cards
Foundation trust business card example
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If you are producing fax-header paper using a word-processing package, please follow the suggestedformat shown here.
Where our preferred Frutiger typeface cannot be used, Arial or a
similar typeface should be used instead.
Fax-header paper
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Foundation trust fax-header paper example
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If you need to produce media information sheets,please refer to the suggested format shown here.
If most of your media information is being sent by fax, we
recommend that you use black. If you are sending material
electronically or by post, the two-colour combination of NHS Blue
(Pantone 300) and black is preferable.
Media information
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Foundation trust media information sheet example
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Envelopes and labels
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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).
Stationery checklist
Making sure
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Signage
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Main signage
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Internal and wayfinding signage is also important. Itprovides directions within your building, and it letspeople know when they have reached the room ordepartment they are looking for.
Using the NHS logo
There is no need to use the NHS logo or your logotype for internal
signage. However, you should use the NHS typeface and colour
palette at all times.
Internal and wayfinding signage
Example of internal or wayfinding signage
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Accessibility
When creating internal signage, you should keep accessibility issues
in mind. Use symbols to help people with visual impairments find
their way around. Access and safety signs may also be necessary to
help people with physical impairments or disabilities.
For further guidance in this area, please refer to Wayfinding:
guidance for healthcare facilities.
Hard copies of this publication should be available in your trust
library. If you belong to a non-NHS organisation, you can order a
copy from The Stationery Office on 0870 600 5522 (quote ISBN 0-
11-322140).
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http://www.dh.gov.uk/en/Publicationsandstatistics/Lettersandcirculars/Miscellaneousletters/DH_4018381http://www.dh.gov.uk/en/Publicationsandstatistics/Lettersandcirculars/Miscellaneousletters/DH_4018381http://www.dh.gov.uk/en/Publicationsandstatistics/Lettersandcirculars/Miscellaneousletters/DH_4018381http://www.dh.gov.uk/en/Publicationsandstatistics/Lettersandcirculars/Miscellaneousletters/DH_40183818/2/2019 Nhs Foundation Trusts Guideline
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Property
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Badges are a good way of communicating your roleand the roles of your colleagues to patients.
When producing badges, you need to show clearly the name and job
description of the wearer. In addition to these written descriptions,
you should also include either your NHS logotype or the NHS logo,
as shown below. You can also use photographs, if necessary.
Please note: the NHS logo is a registered trademark and can only
be used with the permission of an NHS organisation. Printers and
suppliers of NHS badges/lanyards should not hold stock items, but
instead print to order once comissioned by a NHS organistation.
When creating NHS badges, you must:
Only use an original digital graphics file for the NHS logo or
your local logotype. You can download the NHS logo from this
website. Your local logotype will be available from your
communications team.
Follow the general rules for positioning, sizing and use of the
exclusion zone set out in these brand guidelines. If this is not
possible, follow the spirit of the guidelines as closely as you
can.
Use Frutiger Roman or Frutiger Bold in NHS Blue (Pantone
300), black or white when writing your descriptor text or other
information.
Badges
Key points for creating badges
Joint branding
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If you are producing co-branded badges with another organisation,
and if both your organisation logotypes need to appear, you should
only use the NHS logo once.
If you are using a pre-NHS shield or crest, you should reproduce it in
either black or white or, costs permitting, in full-colour. Remember
no other logos can be used on NHS badges.
The specifications for NHS badges and NHS logo and your local
logotype badges are as follows:
Badge specifications
NHS logo badge example
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The specification for badges is:
Height of the NHS logo: 5mm
Position: top right-hand corner of your badge, as shown
Colour of the NHS logo: NHS Blue
Staff names
When writing staff names on badges, you should use:
Typeface: Frutiger Bold
Size: 14 point type
NHS logo and your local logotype badge example
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Leading: 16 point
Position: right aligned
Colour: black
Centre/service name
When writing the name of your centre/service on badges, you should
use:
Typeface: Frutiger Bold
Size: 9 point type
Leading: 11 point
Position: right aligned
Colour: black
Use one line for your centre/service title, or two lines if this title is
longer than a single word.
Job titles
When writing job titles on badges, you should use:
Typeface: Frutiger Roman
Size: 14 point type
Leading: 16 point
Position: right aligned
Colour: black
Non-statutory organisations
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For non-statutory organisations that want to brand badges, follow
the same guidance set out here.
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Uniforms
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Vehicles
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The NHS is one of the largest and most complexproperty portfolios in Europe. In England, we own9,000 hectares of land and 25 million square meters ofbuildings this is equivalent to the size of Bristol.
Every year, we invest almost 2 billion in capital build projects.
These projects give us the opportunity to display the NHS brand and
identity on our building sites to show the public how we are investing
in the future of the health services, and how public money is spent.
It is the main contractor who is responsible for providing and
maintaining any NHS branding on site but any design specification
must be based on these guidelines. This should be clearly stated in
the project contract.
The extent to which the NHS brand is implemented on the building
site depends on the size of the project.
If the project has a capital or works value of 100,000 or more,
it must display the NHS corporate identity. This applies to both
publicly and privately funded schemes (ie PFI).
If the project has a capital or works value of less than 100,000
, the project manager can use their own judgement to decide
how to implement these guidelines.
Because every project is different and has its own requirements, we
suggest using your judgement and common sense when applying
Building sites
Branding our building sites
Using these guidelines
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these guidelines. Its important that you implement all the parts of
the guidelines that are mandatory and we suggest you consider the
advisory and optional branding, and apply the ones that are suitable
for your project.
Mandatory branding
Site signs
Commerically let hoardings
Perimeter fencing
Protective clothing
Advisory branding
Tower crane signs
Scaffolding sheeting
Optional branding
Other branding opportunities
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Making the brand part of the process
The design and production of NHS-branded material should
form an integral part of the overall contract agreement, and
should be produced in the most cost-effective way possible.
The signage should be an essential part of the original scheme
brief, the approved business case and the design specification.
Key principles for using the NHS brand at buildingsites
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Using the NHS logo
When applying the NHS logo, make sure you download the
original NHSartwork.
Use your judgement to make sure that the NHS logo is used in
an appropriate way and communicates our message correctly.
In general, you should position the NHS logo in the top right
corner of any application. However, there may be products or
applications where it may be more appropriate to place it more
centrally - use your judgement based on the examples shown in
these guidelines.
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Like any other major construction project, an NHS capital build
project should have a prominent sign at the main entrance to the
site. This sign should display the NHS logo and information about
the project, and may also include the name of your NHSorganisation as seen in the examples below.
Make sure the entrance sign:
is part of the award contract;
is in place when the work starts;
is maintained to a good and clean standard;
incorporates all contractor and sub-contractor names into a
single sign to avoid having a series of ad-hoc signs posted
around the site entrance.
Also make sure planning permission for the site sign becomes part
of the scheme approval process.
Identifying NHS building sites
Main entrance site signs
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Multi-project sign Suggested size: 1500mm x 2700mm
Principal contractor sign (left) Suggested size: 900mm x 2700mmPrincipal contractor and sub-contractor sign (right) Suggested size:1500mm x 2700mm
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The entrance signs consist of three sections:
the top section (for the NHS logo);
the main section (for information about the project); and
the bottom section (for logos of contractors and sub-
contractors).
Top section
The top section always contains the NHS logo. Never place any
other logos, words or graphics in this top section.
NHS logo: use the standard NHS logo in NHS Blue on a white
background.
Size of logo: the NHS logo should never be smaller than
150mm in height.
Main section
The main section of the sign should display the followinginformation:
the name of your NHS organisation;
the project title;
a brief description of what will be provided;
approximately how much money is being invested in the
scheme;
a proposed opening date.
Main entrance site sign specification
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Only include the information that is applicable, but make sure the
information displayed is clear and legible.
Bottom section
The bottom section of the sign should display the names and logos
of the:
architect;
quantity surveyor;
consultant engineer;
structural engineer;
main contractor;
sub-contractors working on the scheme.
Only include the logos of the ones applicable, but make sure the
logos are displayed in a clear and similarly-sized style.
If the building scheme is joint-funded by a non-NHS partner, see the
example below for guidelines on how to display the name and, if
required, the logo of the partner organisation investing in the
scheme.
Working in partnership and joint-funded schemes
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Funding partner sign Suggested size: 1800mm x 2700mm
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On building site signs such as rear site entrance signsand goods only entrance signs, you should alwaysdisplay the NHS logo as shown.
Size of NHS logo: the logo should never be smaller than
150mm in height.
Positioning: the blue bar separates the different kinds of
information on the sign. Only the NHS logo and the name of
your organisation should appear above the blue bar, with the
organisation name left-aligned. The rest of the information goes
Other site signs
Other site signs specifications
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below the blue bar.
Colour: use NHS Blue for the NHS logo and the blue bar. The
background should always be white.
Size of sign: option 1: 900mm x 2700mm; option 2: 1800mm x
2700mm; option 3: 1500mm x 2700mm.
Site signs examples
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Commercially let hoardings visual
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Its important that the fence or wire enclosing thebuilding site displays the NHS logo.
Size of logo: use the standard NHS logo and do not make it
smaller than 350mm in height.
Position: make sure the logos are securely attached and
centred on each section of the fence.
Co-branding on fencing
When co-branding the fencing on a building site, always make sure:
the NHS logo has, at the very least, equal prominence to the
contractors logo;
only one logo is applied on each panel.
Perimeter fencing
Fence specifications:
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Perimeter fencing visual
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When using tower cranes on a building site, considerbranding them with the NHS identity.
Size of NHS logo: do not make the logo smaller than 1000mm
in height, unless you believe the location and the height of the
crane allows it.
Position of NHS logo: make sure the logo appears both on the
cross-member counter balance and the tower section.
Colour: if the logo appears on a NHS Blue background, you
should use the reversed-out logo, ie a white lozenge with NHS
Blue lettering. See below for examples of how to produce the
NHS logo.
Safety: make sure the sign is securely and safely attached to
the crane, and does not affect the safe working of the crane.
The sign must also comply with health and safety and other site
regulations.
Co-branding a tower crane
When co-branding a tower crane sign, always make sure the NHS
logo:
has, at the very least, equal prominence to the contractors
logo;
appears on the right-hand side of a co-branded tower crane
sign.
Tower crane signs
Tower crane specifications
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Tower crane co-branding visual
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When using scaffolding on a building site, you shouldconsider branding the scaffolding sheets.
Type of sheet: only use translucent sheeting.
Size of the NHS logo: dont make the logo smaller than
240mm.
Position of NHS logo: place the logo in the centre of each
sheet.
Safety: make sure the sheeting is attached securely and
complies with health and safety and other site regulations. Also
make sure the sheeting is maintained and regularly checked.
Co-branding a scaffolding sheet
When co-branding a scaffolding sheet, always make sure the NHS
logo has, at the very least, equal prominence to the contractors
logo.
Scaffolding sheeting
Scaffolding sheet specifications
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Scaffolding sheeting visual
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On a building site, its important that all staff andvisitors wear protective clothing at all times.
Contracted or sub-contracted employees should use their own
branded protective clothing.
NHS employees and NHS visitors must use NHS-branded
protective clothing, including an NHS-branded safety helmet
and an NHS-branded fluorescent tabard, vest or jacket.
The relevant NHS organisation is responsible for providing any
protective clothing at its own cost. Make sure that all protective
clothing complies with health and safety and other site regulations.
Our preferred safety helmets are white with the standard blue NHS
logo.
If the standard helmets are not available, use the NHS blue safety
helmets with a reversed-out NHS logo.
Safety helmet specifications
Size of NHS logo: 40mm high.
Type of sticker: vinyl.
Position of sticker: centrally on the front of the hat.
Protective clothing
Safety helmets
Tabards, vests and jackets
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We use fluorescent tabards, vests and jackets with the NHS logo on
the front and back.
Tabards, vests and jackets specifications
Front
Size of NHS logo: 30mm in height.
Position of NHS logo: on the right-hand side.
Back
Size of NHS logo: 100mm in height.
Position of NHS logo: centrally, between the shoulders.
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Protective clothing visual
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There are many more ways you could giveprominence to the NHS identity on a building site, suchas using flags and banners, or setting up a portableon-site office.
Here are some more examples of branding opportunities that you
may want to include in your contract specification.
Specification
Colour: NHS Blue (Pantone 300) (best match paint reference:BSI 18E53).
Further branding opportunities
Portable buildings (on-site offices)
Portable building visual
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Specifications
Type of print: screen-printed.
NHS logo: NHS Blue logo.
Flags
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Flag visual
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Specifications
Type of print: screen or electrostatically printed.
Colour: NHS Blue.
NHS logo: NHS reversed-out logo.
Size of NHS logo: must be in proportion to the size of the
banner. Make sure it is legible from a distance.
Position of NHS logo: top right-hand corner.
Banners
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Banner example
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Specifications
Colour: white.
NHS logo: NHS Blue logo.
We use signs and public notices to apologise for the disruption
caused by building work. Consider co-branding the sign or notice
with your main contractor.
Specifications
Position of NHS logo: top right-hand corner.
Font: Frutiger (or Arial if Frutiger is not available).
Text colour: NHS Blue or black on a white background.
Tape
Signs and notices
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Signs and notices example
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Recruitment advertising
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Websites
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Planning your website
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NHS identity
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Website colour palette
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Content
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Guidance on the use of alternative (alt) text for images is provided
by COI.
Information on assistive technology is provided by COI.
Guidance on creating accessible tables is provided by COI.
Guidance on creating accessible audio and video content including
Adobe Flash is available on the COI website.
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
Alt-tags
Assistive technology
HTML tables
Graphics and multimedia
Accessibility and colour
Accessibility testing
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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.
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 navigateyour website, regardless of the technology they are using.
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;
W3C WAI recommendations
Homepage navigation
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the home page is linked to both www.nhs.uk and
www.nhsdirect.nhs.uk.
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.
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 theCentral 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.
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.
Graphic navigation
Imagemaps
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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:
http://accessify.com/features/tutorials/the-perfect-popup/.
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.
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
Pop-up windows, drop-down navigation and splashscreens
Splash pages
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page because this can cause problems for users with screen
readers.
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.
Keyboard shortcuts
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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.
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.
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.
Managing your site
Effective content
Effective day-to-day operation
Formal documentation
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Additionally, the following processes and procedures will be useful:
editorial and publishing process;
HTML production process;
production process for other document formats;
house style;
roles and responsibilities;
archiving;
backup;
management of external suppliers (including hosting);
records of software and licence agreements;
record of all domain names and sub-domains registered;
record of permissions granted by third parties for links to their
websites;
record of intellectual property rights permissions obtained for
materials such as text, graphics, audio and video clips;
management of passwords.
Do you have an effective content management strategy?
Is your bulletin board or discussion group moderated
effectively?
Do you have a clear acceptable use policy on the site?
Are the day-to-day operational responsibilities clearly assigned?Has the site been integrated into your contingency planning?
Do you have an appropriate security policy?
Will you receive useful data to enable you to evaluate the
success of your site?
How frequently will the site be evaluated?
Do you have a full set of management documentation?
Managing your site checklist
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Links enrich the content of any website and users findthem valuable, especially when set in context. Werecommend that links are provided on the page itself,rather than on a separate 'Useful links' page.
Make sure your links are relevant to the copy they follow.
Ensure that the actual text of the link would make sense if taken
out of the context of the preceding copy.
Make sure that links are easily recognisable and consistent
throughout the site
Do not use different colours for each section of a website.
Consider following the established convention of highlighting
them in blue, underlined text and reserve this style just for links.
Check regularly for broken links and ensure that links go to the
expected page or site.
Make sure the site has an easy-to-use way for users to report
link problems.
Links should describe the destination and make sense when
read out of context. Therefore, avoid the use of click here, for
example.
All NHS sites should link to nhs.uk and NHS Direct Online (
www.nhsdirect.nhs.uk) from the home page. If you wish to obtain a
copy of the NHS Direct logo, please contact your local NHS Direct
communications lead or email [email protected].
Links
How to link
Where to link
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The nhs.uk graphic is available from the NHS Connecting for Health
team.
Link freely to other NHS, DH and other government sites, as
well as local authority, academic or non-commercial sites.
Don't overwhelm users with links.
Make sure they are all useful and relevant.
Many sites publish their links policy on the site. Make sure you
follow their guidance on linking to their site. If no guidance is
given, contact the web manager for permission to link to their
site.
Take care with controversial issues and areas where there is
significant divergence between the NHS and non-NHS
organisations.
Provide balance and give due weight to the official NHS view.You may link to websites which express an alternative
argument to the official NHS view. However, if the opposing
viewpoint is based on poor evidence, rumour, hearsay, or
uncorroborated personal opinion, don't link to sites supporting it.
NHS sites should not directly link to commercial sites, unless you
are working with a commercial partner. There are two reasons for
this:
Commercial sites may contain biased or unbalanced content,
eg promoting particular products, services or companies over
others. You can deny endorsement through a disclaimer but
users may still believe the link implies some level of approval.
It would be unfair to link to one commercial site and not its
competitors. A perceived 'NHS endorsement' could give the
owning organisation competitive advantage and it is impractical
to link to all competing sites.
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Users can become disorientated or lost when exploring links. In the
worst case, they might unintentionally leave your site and be unable
to return. There are two solutions to this problem:
Rely on the user's ability to use the 'back' button on their
browser to get back to your site. This is an internet convention
but it will be frustrating for users who explore links in depth.
Open the link in a new window. Your site stays visible and
accessible but users can end up with multiple open windows,
which may crash some PCs.
There is no restriction on using logos as links to approved sites.
Don't give out the NHS or your organisation's logo to any
organisation outside the NHS to use as a link without the prior
consent of the DH branding team.
Bringing users back to NHS sites
Using logos as links
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Information and guidance on legal issues relating to websites such
as copyright, data protection, privacy, disability discrimination and
the Welsh language requirements are available from the Central
Office of Information.
Legal information
Legal issues
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COI Web Standards and Guidelines
http://www.coi.gov.uk/webguidelines/
DH Information Policy Unit:
www.dh.gov.uk/PolicyAndGuidance/InformationPolicy/fs/en
(X)HTML validation: http://validator.w3.org
CSS validation: http://jigsaw.w3.org/css-validator
HTML to XHTML tidying tool:http://tidy.sourceforge.net
Colour contrast analysing tool:
http://juicystudio.com/services/colourcontrast.php
W3C accessibility checkpoints: www.w3.org/TR/WCAG10/full-
checklist.html
e-Government Metadata Standard:
www.govtalk.gov.uk/schemasstandards/metadata.asp
Search Engine Report: www.searchenginewatch.com
Further help and resources
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If you haven't found the information you're looking for,the FAQs on the NHS Brand Guidelines website maygive you the answers.http://www.nhsidentity.nhs.uk/need-help
If you need further assistance, please contact the NHS Identity
helpline;
Telephone: 0207 972 5250 or 0207 972 5251
E-mail: [email protected]
NHS Comms Link
A secure 'one-stop shop' enabling NHS Communicators to sharenews, resources, ideas and experiences.
http://www.nhscommslink.nhs.uk
NHS Picture Library
Online resource for the NHS and relates social care organisations
http://www.nhs.uk/photolibrary
Further help and information
Other resources
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