Guidelines

Transcription

Guidelines

Guidelines
Version 3, November 11, 2011
Table of contents
This style guide is provided to California Pacific Medical Center, part of the Sutter
Health network, by HCB Health to aid in maintaining a consistent identity and
brand image for the Hands-on Healing campaign and service line collateral.
Logos
CPMC Logo............................................................................................................1
CPMC Philanthropic Foundation Logo..............................................................2
CPMC Logo Placement.........................................................................................3
Incorrect Usage of Elements.................................................................................4
Hands-on Healing Graphic.......................................................................................5
Fonts.............................................................................................................................6
Color Palette................................................................................................................7
Photography...............................................................................................................8
Imagery...................................................................................................................... 11
Voice and Writing Style...........................................................................................12
Hands-on Healing Vehicles
Print Advertisments ..........................................................................................13
General CPMC Print Advertising.....................................................................14
Service Line Print Advertising..........................................................................15
CPMC Foundation Print Advertising..............................................................17
Collateral...................................................................................................................18
Service Line Pocket Folders................................................................................19
Service Line Pocket Folder Inside......................................................................21
Brochure Sample Cover.......................................................................................22
Brochure Sample Inside......................................................................................24
Direct Mail Postcard............................................................................................26
Direct Mail Tri-fold..............................................................................................27
Posters....................................................................................................................28
Education Templates............................................................................................30
Addendum................................................................................................................31
CPMC Logo
The CPMC logo is made up of two elements: the cross icon and logotype.
These two elements must always be used together. Alternating elements within the logo
is strictly prohibited. The black logo is preferred for all CPMC advertising and collateral.
However, the white logo may be used when the background contains dark photography
or ink. The color logo is to be used in a limited capacity. For authorization and logo access
please contact Shona McDougall.
The CPMC logo should not be displayed at a size where the height of the logo is smaller
than 1/2 of an inch.
.5"
C: 0
M: 38
Y: 21
K: 11
PANTONE
500
Hands-on Healing Guidelines
R: 223
G: 158
B: 158
11.11.11 C: 0
M: 0
Y: 0
K: 71
PANTONE
Cool Gray 10
R: 128
G: 127
B: 131
1
CPMC Philanthropic Foundation Logo
The CPMC Philanthropic Foundation logo is made up of two elements: the cross icon
and logotype. These two elements must always be used together. Alternating elements
within the logo is strictly prohibited. The black logo is preferred for all CPMC Philanthropic
Foundation advertising and collateral. However, the white logo may be used when the
background contains dark photography or ink. The color logo is to be used in a limited
capacity. For authorization and logo access please contact Shona McDougall.
The CPMC Philanthropic Foundation logo should not be displayed at a size where the
height of the logo is smaller than 1/2 of an inch.
.5"
C: 0
M: 38
Y: 21
K: 11
PANTONE
500
R: 223
G: 158
B: 158
11.11.11 C: 0
M: 0
Y: 0
K: 71
PANTONE
Cool Gray 10
R: 128
G: 127
B: 131
2
CPMC Logo placement
Avoid crowding the identity with other graphic elements such as imagery or text. For
clarity and impact, provide a clearance space of approximately .25 inches surrounding
the CPMC logo, as well as the foundation logo. The example below shows the preferred
amount of space.
.25"
.25"
.25"
.25"
11.11.11 3
incorrect usage of elements
Using the CPMC identity incorrectly weakens the trademark and compromises the
brand. Some possible misuses of the identity are shown below. Use this page as a
reference if you are unsure that you’re using the identity correctly.
Do not change the font of the identity.
CPMC
Sutter
Health
CPMC
Sutter Health
CPMC
CPMC
™
™
™
™
Sutter Health
Sutter Health
Do not place the identity at an angle.
CPMC
Sutter
Health
CPMC
Sutter Health
CPMC
CPMC
™
™
™
™
Sutter Health
Sutter Health
Do not scale the identity disproportionately.
Do not switch the colors of the identity.
11.11.11 4
Hands-on healing graphic
The Hands-on Healing design element was developed to provide a visual signature that
embodies the spirit of our organization. Use of the Hands-on Healing element should
be restricted to mass media marketing vehicles as directed by the CPMC marketing team.
On occasion the element may be used on collateral; however, you must contact Shona
McDougall for graphic authorization and access.
C: 100
M: 0
Y: 19
K: 23
PANTONE
3145
R: 0
G: 141
B: 168
C: 0
M: 46
Y: 100
K: 34
PANTONE
154
11.11.11 R: 176
G: 110
B: 14
5
fonts
To maintain a consistent visual identity across all CPMC communication materials,
“Palatino” and “Helvetica Neue” typefaces have been selected. This selection creates a variety
of weights and should cover all needs for marketing materials and electronic media. Do not
scale type disproportionately.
The Helvetica Neue font can be used for headlines, subheads and chart copy. Palatino fonts
can be used for body copy and captions.
Helvetica Neue 77 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*()
Palatino Regular
123456789!@#$%^&*()
Helvetica Neue 57 Condensed
123456789!@#$%^&*()
Palatino Italic
123456789!@#$%^&*()
Palatino Bold
123456789!@#$%^&*()
Palatino Bold Italic
123456789!@#$%^&*()
11.11.11 6
color palette
These colors should be used on all printed marketing materials. When colors are being
printed in 4-color process or displayed electronically, refer to the chart below for the proper
ink formula or color specifications to achieve color consistency.
C: 0
M: 2
Y: 15
K: 3
PANTONE
7500
PANTONE
154
R: 247
G: 238
B: 212
80%
60%
40%
20%
5777
R: 176
G: 181
B: 121
80%
60%
40%
20%
HEX #B0B579
C: 0
M: 46
Y: 100
K: 34
C: 100
M: 0
Y: 19
K: 23
R: 176
G: 110
B: 14
C: 40
M: 0
Y: 5
K: 6
7458
PANTONE
100%
HEX #F7EED4
100%
80%
60%
40%
20%
HEX #B06E0E
PANTONE
C: 10
M: 0
Y: 49
K: 28
100%
R: 136
G: 203
B: 223
PANTONE
3145
R: 0
G: 141
B: 168
100%
80%
60%
40%
20%
HEX #008DA8
100%
80%
60%
40%
20%
HEX #88CBDF
11.11.11 7
photography
The images on the next few pages were shot exclusively for CPMC and can be used on:
print, online and collateral materials. All of these images were shot for a specific brand or
with a service line in mind but can also be used for other needs. For authorization and image
access please contact Shona McDougall.
Branding
11.11.11 8
photography (continued)
Maternity
Pediatric ER
Cardiac
11.11.11 9
photography (continued)
Joint
Neuroscience
Breast Health
11.11.11 10
Imagery
When using stock images we should strive to find photography that is documentary as
opposed to staged when possible. Examine content for warmth and candidness when
choosing photographs. As a way to avoid the expected, images of people may be tightly
or creatively cropped around the hands to create more impact.
11.11.11 11
voice and writing style
Hands-on Healing Copy Tone
The CPMC voice is caring, sophisticated and trusted. This voice is present and consistent
across all communications.
Headlines should refer to the hands-on nature of the care we provide. Headlines should
be emotional and express warmth and caring. Avoid “hand puns” in headlines and all
communications. The Hands-on Healing tone should always remain sophisticated.
All copy should reflect the CPMC personality, which is defined as:
Hands-on: CPMC has a unique culture where physicians and staff deliver personal,
hands-on care to each patient.
World-renowned: CPMC is committed to providing world-renowned health care that
extends across all service lines. If using the specific phrase “world-renowned,” always
use the word “committed” to denote that it is something we strive for, not something we
boast about.
Respected: CPMC is a key advanced-care resource of the Sutter Health network, which
includes some of the most respected hospitals and medical groups in Northern California.
.Community-centric: CPMC hospitals are located throughout the city to deliver close,
convenient care to all the people of San Francisco and the Bay Area.
San Francisco proud: CPMC cares about the future of health care in San Francisco and
wants future generations to receive the care they deserve.
The CPMC name
In copy the first mention of the hospital’s name should be written as such:
California Pacific Medical Center, part of the Sutter Health network,...
Each subsequent mention should be simply:
CPMC
Note: See addendum for CPMC/Sutter Health writer’s style guide.
11.11.11 12
print advertisements
All CPMC ads have a consistent look and feel and should follow the same guidelines
outlined below.
Headline:
Should be sized appropriately
based on headline length and
can be placed over or near
the hand in the image.
Typeface: Helvetica Neue 77
Bold Condensed
Color: 20% PMS 7500, drop
shadow 90% of PMS 154
Wave element:
Should be on the bottom third
of the ad and large enough for
all body copy. The color should
be set on 30% PMS 7500
with an inner shadow effect
set to multiply (PMS 7500)
with an opacity of 100%. The
wave should also have a drop
shadow set to multiply (100%
Black) with an opacity of 30%.
Body copy:
Typeface: Palatino
Size: 11 pt/ 24 pt
Color: 100% Black
CTA:
Copyright information:
Hands-on Healing graphic:
Should be left aligned
with the body copy in the
bottom left corner.
Is positioned above the copy
and to the right of the page,
in the larger space of the
wave element.
Typeface: Palatino
Size: 7 pt
Color: 100% Black
Directly follows the body copy.
Typeface: Palatino Bold Italic
Size: 11 pt/ 24 pt
Color: 100% PMS 154
CPMC logo:
Is no bigger than 2" wide
and is positioned in the
bottom right corner
underneath the body copy.
11.11.11 13
print advertisements (Continued)
General CPMC ads
11.11.11 14
Service Line - Maternity
Service Line - Cardiac
Service Line - Neuroscience
Service Line - Joint
11.11.11 15
Service Line - Pediatric ER
Service Line - Breast Health Centers
Service Line - Transplant
11.11.11 16
All the same guidelines apply to the CPMC Philanthropic Foundation ads. Below are the
differences in layout.
Foundation - Donor
Caption:
Should be placed at the top
right or left corner.
Typeface: Palatino
Size: 14 pt/ 16 pt
Subhead:
Should be placed above the
body copy.
Typeface: Palatino Bold Italic
Size: 11 pt/ 24 pt
Color: 100% PMS 154
CPMC Foundation logo:
Is no bigger than 2"wide
and is positioned in the
bottom right corner
underneath the body copy.
11.11.11 17
Collateral
When printing collateral materials Neenah Classic Crest Smooth Natural White has been
specified. This paper comes in a variety of weights and envelope sizes that should cover all
marketing material needs.
Below is the color breakdown that should be used when printing digitally or when the
specified paper cannot be used.
C: 0
M: 1
Y: 7
K: 0
11.11.11 18
service line pocket folders
All CPMC service line pocket folders should have a consistent look and feel and follow
the same guidelines below. A more prominent service line should have full bleed
photography on the cover.
Background imagery:
Women and Children’s Services
Should be one of the
images that was shot for
CPMC or a stock image
that is focused on hands.
Wave element:
Should start 1" from the
top of the brochure. The
color should be set on 30%
of the chosen PMS color
with an inner shadow
effect set to multiply with
an opacity of 100%. The
wave should also have
a drop shadow set to
multiply (100% Black)
with an opacity of 30%.
Service line title:
Is centered vertically in
the wave element and is
right justified.
Typeface: Palatino
Size: 20 pt/ 25 pt
Color: 100% Black
CPMC logo:
Is centered vertically in
the wave element and is
positioned to the left.
Is centered at the bottom
of the document.
11.11.11 19
service line pocket folder (continued)
A less prominent CPMC service line pocket folder should have a consistent look and feel
and follow the same guidelines below.
Background imagery:
Should be one of the
five colors from the color
pallet. The color should
be set on 30% of the
chosen PMS color, with an
inner shadow effect set to
multiply, the same color,
Wave element:
Community Health Resource Center
Should start 1" from
the top of the brochure.
Imagery should be one of
the images that was shot
for CPMC or a stock image
that is focused on hands
and placed inside the wave
element. The wave should
also have a drop shadow
set to multiply (100%
Black) with an opacity
of 30%.
CPMC logo:
Service line title:
Is centered at the bottom of
the document.
Is positioned below the logo
and right justified.
Is positioned below the
wave element in the
smaller space of the wave
element.
Typeface: Palatino
Size: 20 pt/ 25 pt
Color: 100% Black
11.11.11 20
service line pocket folder inside
The pockets of the service line folder should be printed with full bleed imagery that was
shot for CPMC or a stock image that is focused on hands.
6"
Is placed at the bottom
right pocket.
11.11.11 21
Brochure sample cover
CPMC brochures have a consistent look and feel and follow the same guidelines below.
Background color:
Should be one of the five colors from
the color pallet. The color should be
set on 30% of the chosen PMS color,
with an inner shadow effect set to
multiply, the same color, with an
opacity of 100%.
Wave element:
Should start 1" from the top of the
brochure. Imagery should be placed
inside. The wave should also have a
drop shadow set to multiply (100%
CPMC logo:
Is positioned below the wave
element in the smaller space of the
wave element.
Brochure title:
Is positioned below the logo and
right justified.
Typeface: Palatino
Size: 16 pt/ 19 pt
Color: 100% Black
11.11.11 22
Brochure sample cover (continued)
CPMC brochures have a consistent look and feel and follow the same guidelines below.
Background color:
Should be one of the five colors from
the color pallet. The color should be
set on 30% of the chosen PMS color,
with an inner shadow effect set to
multiply, the same color, with an
opacity of 100%.
Wave element:
Should start 1" from the top of the
brochure. Imagery should be placed
inside. The wave should also have a
drop shadow set to multiply (100%
CPMC logo:
Is positioned below the wave
element in the smaller space of
the wave element.
Brochure title:
Is positioned below the logo
and right justified.
Typeface: Palatino
Size: 16 pt/ 19 pt
Color: 100% Black
11.11.11 23
Brochure sample inside
Subhead goes here
Subhead goes here
Subhead goes here
adipiscing elit, sed diam nonummy nibh
sit amet, con-
wisi enim ad minim
Lorem ipsum dolor sit amet, consectetuer
euismod tincidunt ut laoreet dolore magna
aliquam
ut laoreet dolore
veniam, quis nostrud exerci tation ullam-
corper suscipit lobortis nisl ut aliquip ex ea
aliquam
erat volutpat. Ut wisi enim ad minim
commodo consequat. Duis autem vel eum
iriure dolor in hendrerit in vulputate velit
esse molestie consequat, vel illum dolore
eu feugiat nulla facilisis at vero eros et ac-
cumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit augue duis
dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipi.
scing elit, sed diam
euismod tincidunt
sectetuer adipi-
nonummy nibh
Subhead goes here
Subhead goes here
Lorem ipsum dolor
magna aliquam
Subhead goes here
wisi enim ad minim
Subhead goes here
trud exerci tation
ullamcorper sus-
cipit lobortis nisl ut
modo consequat.
sum dolor sit amet, consectetuer adipi.
veniam, quis nos-
aliquip ex ea com-
dolore te feugait nulla facilisi. Lorem ip-
erat volutpat. Ut
Duis autem vel eum
iriure dolor in hendrerit in vulputate
velit esse molestie
consequat, vel illum
dolore eu feugiat
nulla facilisis at vero
eros et accumsan et
erat volutpat. Ut
veniam, quis nostrud exerci tation
ullamcorper sus-
aliquip ex ea commodo consequat.
Duis autem vel eum
velit esse molestie
dolore eu feugiat
eros et accumsan et
iusto odio dignissim
qui blandit prae-
sent luptatum zzril
delenit augue duis
dolore te feugait
nulla facilisi. Lorem
ipsum dolor sit
amet, consectetuer
adipi.
qui blandit praesent
luptatum zzril del
Wave element:
Body copy:
Subhead:
Should have imagery
placed inside and have
Typeface: Palatino
Size: 12 pt/ 19 pt
Color: 100% Black
Typeface: Palatino Bold
Size: 12 pt/ 19 pt
Color: 100% Black
11.11.11 24
Brochure sample inside (continued)
Subhead goes here
Subhead goes here
Subhead goes here
sit amet, con-
wisi enim ad minim
aliquam
ut laoreet dolore
aliquam
dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipi.
scing elit, sed diam
euismod tincidunt
sectetuer adipi-
nonummy nibh
Subhead goes here
Subhead goes here
Lorem ipsum dolor
magna aliquam
Subhead goes here
wisi enim ad minim
Subhead goes here
trud exerci tation
ullamcorper sus-
modo consequat.
sum dolor sit amet, consectetuer adipi.
veniam, quis nos-
aliquip ex ea com-
dolore te feugait nulla facilisi. Lorem ip-
erat volutpat. Ut
Duis autem vel eum
velit esse molestie
dolore eu feugiat
eros et accumsan et
erat volutpat. Ut
veniam, quis nostrud exerci tation
ullamcorper sus-
aliquip ex ea commodo consequat.
Duis autem vel eum
velit esse molestie
dolore eu feugiat
eros et accumsan et
qui blandit prae-
sent luptatum zzril
delenit augue duis
dolore te feugait
nulla facilisi. Lorem
ipsum dolor sit
amet, consectetuer
adipi.
qui blandit praesent
luptatum zzril del
Wave element:
Body copy:
Subhead:
Should have imagery
placed inside and have
Typeface: Palatino
Size: 12 pt/ 19 pt
Color: 100% Black
Typeface: Palatino Bold
Size: 12 pt/ 19 pt
Color: 100% Black
11.11.11 25
direct mail postcard
Front
Back
Note:
Non-profit indicia is for
CPMC use only.
11.11.11 26
direct mail Tri-fold
California Pacific Medical Center
P.O. Box 7999
San Francisco, CA 94120-7999
11.11.11 27
Posters
11.11.11 28
Posters (continued)
11.11.11 29
Education templates
Wave element:
Should end 1.25" from the top
of the template. The wave can be
PMS 5777, PMS 3145 or PMS 7458.
CPMC logo:
Is centered vertically inside the
wave element and positioned on
the left side.
Content:
Headline: Palatino, 20 pt
Subhead: Palatino Bold, 12 pt/ 19 pt
Body copy: Palatino, 12 pt/ 19 pt
Color: 100% Black
11.11.11 30
Addendum
11.11.11 31
Communications & Marketing
Publication Style Guide
This style guide addresses common issues in health care writing and reflects the consensus of California Pacific Medical Center’s Communications and Marketing Department. Rules are based primarily on standards in the Associated Press Stylebook and Sutter Health Publication Guide. All documents must contain the proper CPMC logo, whether it’s a flyer, newsletter, mailer, brochure or tent card, regardless of whether it is produced by the Marketing & Communications or other department. Always use the appropriate font: Helvetica or Palatino.  For internal publication, use abbreviations sparingly, preferably only in situations where space if a factor, such as in charts, graphs or on the intranet.  Abbreviate as follows: academic degrees – Use an apostrophe in bachelor’s degree, master’s degree, etc. Use abbreviations as B.A., M.A., and Ph.D. See also medical degrees. acronyms – List acronym in parentheses after first reference but only if there are more than two references. If there are more than two references, use the acronym from the second reference on. California Campus = CAL Davies Campus = Davies Pacific Campus = PAC St. Luke’s Campus = STL or St. Luke’s Cathedral Hill Hotel = CHH Research Institute on Brannan = Research Institute Van Ness = VN o 633 Folsom = Folsom o
o
o
o
o
o
o
addresses – Abbreviate Ave., Blvd., and St. only with a numbered address. Spell out and capitalize only when part of a formal street name without a number. affect or effect – Affect, as a verb, means to influence. Affect, as a noun, is best avoided. Effect, as a verb, means to cause. Effect, as a noun, means result. a.m., p.m. – Lowercase, with periods. If two times fall within the same time period, only one reference to a.m. or p.m. is necessary. (Example: We will hold the meeting from 8 to 11 a.m. We will hold the meeting from 11 a.m. to 3 p.m.) Avoid redundancies such as 12 noon. See also time. Beyond Medicine. – Always use a period when used as a tagline. bulleted lists – Do not use punctuation (semi‐colon or period) unless bullet contains more than one complete sentence. California Pacific Medical Center / CPMC – Always use California Pacific Medical Center upon first reference, California Pacific thereafter. Do not use the acronym CPMC except for internal documents or publications, unless used in a direct quote. campus names – Spell out in full upon first reference, with capitalization. The word campus should refer to hospital locations only.  For external publication: always spell out. (example: California Campus) capitalization – see below:  departments and services – Capitalize department names. (Example: Billing Department). Do not capitalize services or units. (Example.: skilled nursing unit or pediatric services)  nouns and capitalization – Do not capitalize words such as center and state if they are not used as part of the proper name (e.g.: Staff at the Center for Healthy Living offer good advice. Staff at the center offer good advice.)  titles for people and capitalization – Capitalize titles only when they precede a name. Do not capitalize titles when following a name unless the title is CEO, since this acronym is rarely spelled out. (Example: This is Chief Medical Officer John Smith, M.D. This is John Smith, M.D., chief medical officer.) CEO – Do not use periods after letters. Always use uppercase abbreviation, before or after name. commas – see below:  In dates – Use after the year. (Example: The initial session took place on Nov. 30, 2007, in the main board room.)  Introducing direct quotes – use to introduce a complete one sentence quotation within a paragraph. (Example: Wallace said, “She came back speaking English with a Spanish accent.”) Do not use at the start of an indirect or partial quote. (Example: He said the victory put him “firmly on the road to a first‐ballot nomination.”)  Before attribution – Use at the end of a quote that is followed by attribution (example: “Rub my shoulders,” Miss Cawley suggested.) except if the quote ends with a question mark or exclamation point. commas in a series – see below:  Use commas to separate elements in a series but do not put a comma before the conjunction in a simple series. (Example: The flag is red, white and blue. He would nominate Tom, Dick or Harry.)  Put a comma before the concluding conjunction in a series, or if an integral element of the series requires a conjunction. (Example: I had orange juice, toast, and ham and eggs for breakfast.)  Use a comma also before the concluding conjunction in a complex series of phrases. (Example: The main points to consider are whether the athletes are skillful enough to compete, whether they have the stamina to endure the training, and if they have the proper mental attitude.) Complimentary/complementary – Complement is a noun and verb denoting completeness or the process of supplementing something while compliment is a noun or verb that denotes praise or the expression of courtesy. (Example: The tie complements his suit. The captain complimented the sailors. They received complimentary tickets to the show.) dash – Use to denote an abrupt change in thought in a sentence or an emphatic pause. (Example: I will fly to Hawaii in May – if I can find an affordable airfare.) Newer versions of MS Word automatically change a single dash into an “em dash” when followed by at least one letter and space. Use in place of double hyphen. dates – Do not use a year unless indicating a date that has past, or that is not in the current year. (Example: The first meeting was on Jan. 31, 2008. The next will be on July 1. The last will take place on Feb. 2, 2009.) Dr. – Upon first reference, use official title. Use Dr. in subsequent references except for direct quote attribution, which should be last name only. (Example: This is June Lee, M.D. Dr. Lee is an opthalmologist. “This will help your eye,” says Lee.) eICU – eICU is a registered trademark. Use of the name should include the ® registration mark, which must be displayed in all headlines, all captions and on first reference in the body copy. Each document should also include the proper trademark signature line: eICU® is a registered trademark of VISICU, Inc. Also, eICU ®
®
refers to the actual unit. All other references should be more specific. (Example: eICU program, eICU service, eICU team, etc.) Note that the full term – electronic intensive care unit – is not registered. ellipsis – Incorporate one space before and between each period. (Example: He said . . . ) e‐mail – Always use the hyphen. eMAPSM – Electronic Medication Administration Program is officially registered with the state of California as a Sutter Health service mark. Use of the name should include the service mark symbol, which must be displayed on first reference in copy. exclamation point – Use to express a high degree of surprise, incredulity or strong emotion. Avoid overuse. for‐profit – Always use hyphen. fund raising, fund‐raising, fund‐raiser – Always two words. Hyphenate when used as an adjective; do not hyphenate when used as a verb. (Examples: Fund raising is difficult. They organized a fund‐raising event. A fund‐raiser was hired. The organization is planning a fund‐raiser. ) health care – Health care is always two words unless used as a proper noun. (Example: Omni Healthcare) http:// ‐ Do not use, except in hyperlinks. See also www. hyphen – Use to avoid ambiguity or to form a single idea from two or more words. Also used for compound modifiers. (Example: full‐time nurse, easy‐to‐use program.) Verbs ending in –ly do not need to be hyphenated. (Example: highly skilled technician) Internet – Always capitalize. See also: http and World Wide Web. intranet – Do not capitalize unless part of a proper name. italics – Italicize the names of newspapers, magazines, books, newsletters, plays, television programs, operas, movies, poems, songs, programs, lectures, speeches and works of art. (Example: I read about it in Our City Within, while I was on the shuttle.) M.D. – Always use periods. Medi‐Cal – Always hyphenate and capitalize the M and C. medical degrees – Capitalize abbreviation, use periods for two‐letter abbreviations but not three or more letters. (Example: M.D., R.N., P.T., MPH, LVN, MSW, LCSW.) Medicaid – Always capitalize. Medicare – Always capitalize. month – Abbreviate if it appears with the day and year. Do not abbreviate if it appears with the year only. (Example: Nov. 30, 2008; November 2008). punctuation – Always placed within quotation marks. The dash, semi‐colon, question mark and exclamation point go within the quotation marks when they apply to the quoted matter only. They go outside the quotation marks when they apply to the whole sentence. See also: commas, exclamation point. multispecialty – No hyphen. quotes within quotes – see below:  Alternate between double quotation marks “x” and single marks ‘x.’ (Example: She said, “I quote from his letter, `I agree with Kipling that “the female of the species is more deadly than the male,” but the phenomenon is not an unchangeable law of nature,’ a remark he did not explain.”)  Use three marks together if two quoted elements end at the same time. (Example: She said, “he told me, `I love you.’”) Mills‐Peninsula Health Services – Always hyphenate. not‐for‐profit / not for profit – Preferable to non‐profit. Use not‐for‐profit if an adjective. Use not for profit otherwise. (Example: Sutter Health is a not‐for‐profit health care organization. The organization is not for profit.) numbers – see below:  Spell out whole numbers below 10, and use figures for numbers 10 and above, except when referring to age or measurement (such as percentage).  Spell out first through ninth when they indicate sequence in time or location. Note: use 1st, 2nd and 3rd . . . when the sequence has been assigned in forming names. on‐site / on site – Use on‐site if an adjective; on‐site if used otherwise. (Example: It is an on‐site service. He is on site.) ophthalmology orthopedic and orthopaedic – Use orthopedic unless referring to a proper noun, such as a facility name, that uses orthopaedic. PacifiCare – Capitalize the P and C, no space. payer – Always use payer, not payor. quotation marks – Punctuation always goes within the quotation marks. The dash, semicolon, question mark and exclamation point go within the quotation marks when they apply to the quoted matter only. They go outside when they apply to the whole sentence. See also: punctuation. R.N. – Always use periods. said or says – In general, when attributing a quote, use says, which is more active and conversational. seasons – Lowercase unless part of a title. (Example: the Winter Wine Festival, winter clothing.) semi‐colon – In general, use to indicate a greater separation of thought and information than a comma can convey but less than the separation that a period implies. See also: bulleted lists. percent – Use figures and spell out percent. (Example: 1 percent, 15 percent, 100 percent.) spacing – Always single space after a period or end‐of‐
sentence punctuation. Double spaces after a sentence are no longer the norm. persons – Use chairperson or spokesperson. symbols – When using brand names, note the correct registration, trademark or copyright symbol in the first instance. All symbols should be in superscript form (select from the font menu). Copyright©, Trademark™, Registered® systemwide – Whenever the word wide falls at the end of a word, there should be no hyphen. phase – Do not capitalize, use roman numerals (example: phase II clinical trial). See also type. Ph.D. – Always use periods. Plural = Ph.D.s phone numbers – see below:  For external publications – Use full seven‐digit number with area code, hyphen and number. Do not use parentheses around the area code. (example: 415‐600‐6000)  For external publications – Use ext. 6xxx rather than seven digits  For toll‐free numbers – Do not use a 1 before the area code. (example: 877‐427‐6289) that or which – That and which are not interchangeable. Which phrases add non‐essential information and are set off by commas. That introduces an essential clause, meaning it cannot be deleted without the sentence losing its essential meaning. time – see below:  Use periods with lowercase a.m. and p.m.  Always put a space between hour and time: 9 a.m.  Use figures except noon and midnight.  Use a colon to separate hours from minutes, but do not use minutes for top of the hour references. (Example: 1 a.m., 1:30 a.m.)  If two times fall within the same time period, only one reference to a.m. or p.m. is necessary. (Example: The president’s update will take place from 10 to 11 a.m. and from 11:30 a.m. to 12:30 p.m.)  Avoid redundancies such as 12 noon. titles – Capitalize when used directly before or after an individual’s name. (Example: CEO Warren Browner, M.D. or Dr. Browner, Chief Executive Officer of CPMC.) type – Do not capitalize. Use Arabic numerals. (Example: type 2 diabetes.) underline – In general, do not underline except for Web site and e‐mail addresses in electronic copy. In printed copy, Web sites and e‐mail addresses should not be underlined. URL – Do not use http:// when providing Internet addresses. (Example: For class schedule, go to www.cpmc.org.) X‐ray – Always capitalize and use a hyphen. website – One word. Not capitalized. (Example: The information is our website.) who or whom – Use who when someone is the subject of a sentence, clause or phrase. Use whom when someone is the object of a preposition. World Wide Web or www – Always capitalize Web, except when used as a descriptor. (Examples: My computer does not have a webcam.) Use www for internet addresses unless it is specifically eliminated by the Web site owner. Updated May 2010

Guidelines

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