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UCL Hospitals is an NHS Foundation Trust comprising: The Eastman Dental Hospital, The Heart Hospital, Hospital for Tropical Diseases, National Hospital for Neurology and Neurosurgery, The Royal London Hospital for Integrated Medicine and University College Hospital (incorporating the former Middlesex and Elizabeth Garrett Anderson Hospitals).
Use of logos
Policy
Trust-wide
Document control information
Version 3 Version Date September 2010 Version Approved By 30 September 2012 Publication Date 16 September 2010 Author Darielle Proctor - Corporate Communications Manager Review By Date September 2012 Responsible Director Rachel Maybank - Associate Director of Communications Monitoring Committee HR and Communications Committee Target Audience Trust-wide Related Trust Policies Number of Pages and Appendices
8 pages and I appendix
Equalities Impact Assessment
Low
Policy Category Corporate Policy Number 010/COR/T
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
Table of contents Section Page Numbers 1 Summary 2 2 Introduction 2 3 Objectives 2 4 Scope 2 5 Duties 3 6 Definitions 3 7 Our logos 3
7.1 The UCLH NHS logo 3 7.2 The UCL hospitals logo 4 7.3 Individual hospital logos 4
8 How to use our logos 5 9 Principles 6 10 Layout of core documents 6 10.1 Letterhead 6 10.2 Business cards 7 11 Producing publications 7 12 Printing 7 13 Monitoring 8 Appendix A: Downloading logos and templates 9
UCLH - 2010 1Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
1. Summary The main purpose of this policy is to ensure that UCL Hospitals NHS Foundation Trust [the Trust], identity is used consistently and correctly so that we can help the public, patients and staff navigate our hospitals and services.
The policy sets out the mandatory requirements with which all staff in the Trust must comply when branding documentation.
It explains the need for clear and consistent messages about who we are and what we do and how we can achieve this by using standard logos, layouts and formats.
The most up to date version of the policy will be made available to staff via Insight, the Trust intranet. 2. Introduction Our identity is important. It affects how people think and feel about our services. We need to ensure that everything we do is easily identifiable, so everything needs to be clearly identified and branded as being a part of the Trust. It is vitally important to use our identity consistently and correctly so that we can help the public and patients navigate an ever more diverse healthcare system.
We also want to preserve local hospital identities so that we capitalise on the good reputations which have been built up over many years whilst ensuring that they are firmly identified as part of the wider UCLH Trust, We need to send out clear, consistent messages about who we are and what we do. We can achieve this by using standard logos, layouts and formats. This document has been produced to give you a definitive guide to the use of logos across the Trust. They are based on a national directive from the Department of Health about using the NHS corporate identity correctly to make it easy for the public and patients to be reassured that the services provided are part of the NHS family, providing NHS services in line with its core values. 3. Objectives A logos policy aims to ensure consistent use of the UCLH brand this makes the Trust easily identifiable to stakeholders, patients and the public. The benefits of this are:
It helps patients navigate our portfolio of hospitals and services It preserves local hospital identities whilst promoting the Trust as a whole It helps reduce confusion about which hospitals are within the Trust It reinforces the identity of the Trust brand
4. Scope The use of logos policy applies to all staff. Other organisations must receive permission from the Trust before using our logos.
UCLH - 2010 2Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
5. Duties All staff are expected to follow and use these guidelines when using any of the Trust or NHS logos. 6. Definitions Branding – the use of logos, symbols, or product design to promote services to patients, the public and stakeholders Corporate – not clinical, but applicable to the effective running of the organisation Footer – a page footer or simply footer in typography is that material which is separated from the main body of text and appears at the bottom of a printed page. Header – a page header or simply header in typography is that material which is separated from the main body of text and appears at the top of a printed page. (Corporate) Identity – the "persona" of our organisation which is designed to accord with and facilitate the attainment of business objectives. Logo – a graphic representation or symbol of our organisation name Trust-wide – applicable to all areas of the Trust 7. Our logos There are three types of logo at the Trust that need to be used in a consistent way if we are to promote a clear, non-confusing message about who we are to our patients, public, stakeholders, staff and potential employees. These are: 7.1. The UCLH NHS logo Figure 1:
Figure 2:
The Department of Health requires all NHS organisations to use the NHS ‘lozenge’ alongside the organisation name in a particular font. The NHS lozenge is the signal that we’re part of the NHS and proud of it. It needs to be used consistently and correctly. This is what we use as the Trust’s header logo, although it can also be used in the centre of a page, but never as a footer logo. The space around the logo should always be as wide as the logo itself. For example, if the logo appears in the top right hand corner of the page
UCLH - 2010 3Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
and is 1cm wide, then there should be a 1cm space around the whole of logo where no other images or text encroaches. The two examples above are used as a header logo and should appear in the top right hand corner in all documents. The examples show the two versions of this logo, a colour version (Figure 1) which shows the NHS lozenge and the words NHS Foundation Trust both in NHS blue (Pantone TM 300), and a black and white version (Figure 2). 7.2. The UCL hospitals logo Figure 3:
The UCL hospitals logo represents our academic link to University College London (UCL). It can be printed in either NHS blue (Pantone TM 300) or black. The minimum size when printed should be 30mm wide although the standard size for all of our footers is 33mm wide (the logo above has been printed larger than this size so that readers of this policy can see it clearly). There is no maximum size and if you wish to use a larger version of this logo please e-mail: [email protected] for an alternative version or guidance on resizing. This logo replaced the old UCL dome logo which should not appear in any documents or publications. 7.3. The individual hospital logos Figure 4:
Many of our hospitals have long established local identities of their own which we want to preserve. Although local logos may be used, they must be used in combination with the NHS logo and the UCL hospitals logo and never on their own. University College Hospital (UCH), Elizabeth Garrett Anderson Wing (EGA) and The Royal London Hospital for Integrated Medicine (RLHIM) do not have their own logos so the UCL Hospitals and UCLH NHS logo should be used. Below is an example of how these logos should appear in footer within a standard fax, memo or letter template.
UCLH - 2010 4Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
Figure 5:
UCL Hospitals is an NHS Foundation Trust comprising: The Eastman Dental Hospital, The Heart Hospital, Hospital for Tropical Diseases, National Hospital for Neurology and Neurosurgery, The Royal London Hospital for Integrated Medicine and University College Hospital (incorporating the former Middlesex and Elizabeth Garrett Anderson Hospitals).
8. How to use our logos The table below indicates which combinations of logo should be used when producing materials.
UCLH - 2010 5Published Date: 16 September 2010
UCLH NHS logo and UCL hospitals logo
UCLH NHS logo, UCL hospitals logo and individual hospital logo
UCLH NHS logo only
STATIONERY (letterhead, fax headers, memos, compliment slips)
Individual hospital use
Trust-wide/corporate use
BUSINESS CARDS
Individual hospital use
Trust-wide/corporate use
PATIENT INFORMATION (information leaflets, welcome packs, etc)
Individual hospital use
Trust-wide/corporate use
CLINICAL STATIONERY (Prescription pads, notes, etc)
Individual hospital use
Trust-wide/corporate use
TRUST-WIDE/CORPORATE INFORMATION (Policies, reports etc that apply trust-wide)
Trust-wide/corporate use
ID BADGES
Individual hospital use
Trust-wide/corporate use
RECRUITMENT & ADVERTISING
Individual hospital use
Trust-wide/corporate use
SIGNS
Individual hospital use
Trust-wide/corporate use
E-COMMUNICATIONS (website and intranet pages, emails)
Individual hospital use
Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
Trust-wide/corporate use
VEHICLES
Individual hospital use
Trust-wide/corporate use
9. Principles The local hospitals and UCL hospitals logos should not be used in isolation but always combined with the UCLH NHS logo. For trust-wide information, use the UCLH NHS logo plus the UCL hospitals logo. The footer description of the Trust must not be changed from:
UCL Hospitals is an NHS Foundation Trust comprising: The Eastman Dental Hospital, The Heart Hospital, Hospital for Tropical Diseases, National Hospital for Neurology and Neurosurgery, The Royal London Hospital for Integrated Medicine and University College Hospital (incorporating the former Middlesex and Elizabeth Garrett Anderson Hospitals).
No other logos should be developed or used when representing the Trust to the ‘outside world’. Other organisations’ logos (working in partnership with the Trust) should appear alongside our logos and comply with the rules outlined in this policy. 10. Layout of core documents Templates of core documents, such as letterheads, fax cover sheets, memos etc, can be found in appendix A. These templates are tailored for each hospital site and should be downloaded and saved to your PC. UCH, EGA and RLHIM should use the corporate version as they do not have their own logos. These template and the logos can also be found on Insight in the ‘templates and logos’ section within the Communications department pages. All Trust sites should use the appropriate template but the general rules concerning the layout for common items are: 10.1. Letterhead/ compliment slips/ fax cover sheets/ memos:
The UCLH NHS logo should be positioned in the top right hand corner of the letterhead
The UCL hospitals logo should be positioned in the bottom left hand corner of the footer
A local logo (if appropriate) should be positioned in the bottom right hand corner of the footer
The footer should describe all of the hospitals in the Trust in alphabetical order
UCLH - 2010 6Published Date: 16 September 2010
Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
10.2. Business cards: Because of space limitations, business cards should only feature the NHS logo and the UCL hospitals logo. Please see example below: Figure 6:
11. Producing publications All publications and documents that are created within the Trust must adhere to the requirements described in this policy. If materials are being produced by an external supplier you must provide the supplier with these guidelines to ensure that they also comply with the required formats concerning logos and layouts. The communications unit can advise on good practice in terms of developing patient information, promotional materials and the best ways to get your message across. Please contact us by emailing: [email protected]. 12. Printing If you are printing large numbers of a document or publication you can use the printing service offered by the Purchasing and Supplies department. To get your materials printed send your requirements and details, plus a copy of the document, to: [email protected]. They will not print any documents which do not comply with the formats described in this policy.
UCLH - 2010 7Published Date: 16 September 2010
Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
13. Monitoring There is a need to ensure compliance to this policy. Each year the communications unit will monitor compliance with this policy by conducting spot checks of ten items listed in section 9. The outcome of the monitoring will be presented to the monitoring committee responsible for this policy.
UCLH - 2010 8Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
Appendix A: Downloading logos and templates The following logos are authorised for use as indicated in the corporate identity policy – no others can be used or developed. The logos should not be altered (apart from overall size) in any way or format. When resizing the logos please ensure that proportions remain the same so that the logos are not distorted. The UCLH NHS logo and templates
Click below to download these logos:
UCLH NHS logo - colour version UCLH NHS logo - black and white version
Click below to download the Trust-wide document templates for use by UCH and corporate departments:
Trust-wide letter head Trust-wide fax cover sheet Trust-wide memo
The UCL hospitals logo
Click below to download this logo:
UCL hospitals logo
UCLH - 2010 9Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
University College Hospital corporate logo
Click below to download this logo
UCH corporate logo University College Hospital Elizabeth Garrett Anderson Wing
Click below to download this logo
UCH EGA Wing corporate logo
The Heart Hospital logo and templates
Click below to download this logo:
The Heart Hospital logo
UCLH - 2010 10Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
Click below to download the Heart Hospital corporate logo
The Heart Hospital corporate logo Click below to download the Heart Hospital templates:
The Heart Hospital letterhead The Heart Hospital fax cover sheet The Heart Hospital memo
The Hospital for Tropical Diseases logo and templates
Click below to download this logo:
The Hospital for Tropical Diseases logo
Click below to download the Hospital for Tropical Diseases corporate logo
The Hospital for Tropical Diseases corporate logo Click below to download the Hospital for Tropical Diseases templates:
The Hospital for Tropical Diseases letterhead The Hospital for Tropical Diseases fax cover sheet The Hospital for Tropical Diseases memo
UCLH - 2010 11Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
The Royal London Hospital for Integrated Medicine (RLHIM) logo and templates
Click below to download the corporate logo:
The Royal London Hospital for Integrated Medicine – corporate logo Click below to download the corporate templates for the RLHIM:
Corporate/ RLHIM letterhead Corporate/ RLHIM fax cover sheet Corporate/ RLHIM memo
The Eastman Dental Hospital logo and templates
Click below to download this logo:
The Eastman Dental Hospital logo
Click below to download the Eastman Dental Hospital corporate logo
The Eastman Dental Hospital corporate logo Click below to download The Eastman Dental Hospital templates:
The Eastman Dental Hospital letterhead The Eastman Dental Hospital fax cover sheet The Eastman Dental Hospital memo
UCLH - 2010 12Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
UCLH HOSPITALS NHS FOUNDATION TRUST Use of logos policy
UCLH - 2010 13Published Date: 16 September 2010 Review by Date: 30 September 2012 Policy only current on date printed, refer to Insight for definitive version.
The National Hospital for Neurology and Neurosurgery (NHNN) logo and templates
Click below to download this logo:
The NHNN logo – colour version The NHNN logo – black and white version
Click below to download the NHNN corporate logo
The NHNN corporate logo Click below to download the NHNN templates:
The NHNN letterhead The NHNN fax cover sheet The NHNN memo
