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Superscript Superscript should not be used. This can be turned off in your settings. Plurals The CIPP (and others, such as HMRC) is a single organisation and should be referred to in the singular as shown below: 4 8
Web links (URLs/hyperlinks) Web links used in printed communications (such as brochures or letters) should be: ● ● Written out in full (custom URLs are available for certain business areas, such as cipptraining.org.uk or cippqualifications.org.uk . For details of the domains please contact IT) ● ● Displayed in bold font Web links in digital communications should be: ● ● Hyperlinked in the text - do not show the whole URL ● ● Displayed in blue font, bold and underlined
Additional points to check: ● ● Consider your audience and ensure your phrasing and content are appropriate e.g. is the recipient new or experienced in the industry; this will impact the writing style and terminology of the communication ● ● Personalise the audience by using ‘you’ ,’I’, ‘we’ e.g. ‘you should attend’ ● ● Always spell check and remember Microsoft office will use US spell check so some words will incorrectly flag as being wrongly spelt (e.g. colour, favourite and prioritise) ● ● Images should be relevant, appropriate and culturally diverse (see page 11 for details) ● ● Less is more - remove unnecessary copy to ensure that communications are short and to the point ● ● Check honorary letters - letters should be used where possible but unpaid members cannot use the letters ● ● Check page numbers are correct, both in page folios and in the body of the communication ● ● Check appropriate tense is used (e.g. past, present, future) ● ● Check character spacing is consistent - whether single or double spacing is used, please ensure it is consistently used (see page 3 )
The CIPP is
CIPP are
The CIPP are a member organisation An CIPP member is
The CIPP was
Example
The CIPP has
The CIPP have 6,500 members
Click here to visit the CIPP website
The CIPP will
Additional guidance is available on page 7 .
Quotations Quotes should be used to add validation to relevant products and services, and when used, should: ● ● Start and end with “speech marks” ● ● Be in italics ● ● Include the person’s name, job title and company name Example “CIPP membership has been a great advantage to me and my organisation and I would recommend to others” Fred Bloggs, associate director of guidelines, Chartered Institute of Payroll Professionals (CIPP)
Grammar exceptions We were all taught that you could not start a sentence with and or but. But this is no longer the case, particularly with marketing communications or if you are trying to communicate a point.
If you are starting a sentence with and or but, you should remember to keep this sentence short, sweet and to the point.
Note: “ Speech marks” should only be used on actual quoted text. If you are using ‘a term’ single apostrophes should be used.
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CIPP communication and branding guidelines
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