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BRAND EDITORIAL STYLE GUIDE PRINT | DIGITAL | DECEMBER 2022
Check for style guide updates at rochesterregional.org/brand
TABLE OF CONTENTS Abbreviations.................................................................... 19 Academic Designations.....................................................7 Address Blocks...................................................................9 Bulleted Lists...................................................................14 Capitalization & Punctuation..........................................15 Dates................................................................................. 16 Days of the Week..............................................................16 Digital Samples................................................................22 Diversity, Equity, And Inclusion.......................................20 Email Addresses..............................................................10 Email Signatures..............................................................10 Facilities............................................................................ 12 Formatting Lists...............................................................15 Fractions........................................................................... 18 Hospitals........................................................................... 12 Lettered Lists...................................................................14 Location Designations.......................................................9 Month & Year....................................................................16 Numbers........................................................................... 17 Numbered Lists...............................................................14 Our Brand Promise............................................................6 Possessives...................................................................... 19 Print Samples...................................................................22 Programs.......................................................................... 12 Punctuation. ..................................................................... 19 Purpose............................................................................... 5 Quotations......................................................................... 17 Spelling Standardization.................................................18 Telephone And Fax Numbers..........................................10 The Power of Together.......................................................5 Time. ................................................................................. 16 Web Elements..................................................................20
BRAND EDITORIAL STYLE GUIDE PRINT | DIGITAL
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ABOUT US Together, our hospitals—Clifton Springs Hospital & Clinic, Newark- Wayne Community Hospital, Rochester General Hospital, United Memorial Medical Center, Unity Hospital, Unity Specialty Hospital on the St. Mary’s Campus – have provided our communities’ families with the best possible care for more than 160 years. And, today we are committed to making an even greater investment in health care and expanding far beyond western New York with the addition of Canton-Potsdam Hospital, Gouverneur Hospital and Massena Hospital. Now, as an integrated health system, we’re channeling our passion and commitment so our patients, near and far, can have a better future. VALUES Quality. By setting and surpassing every standard of care, we will continue to build a smarter, faster, more efficient organization that delivers patient-centered, leading-edge care. Compassion. Our culture of caring will be unmistakable in a very personal interaction as we treat individuals, families, and colleagues with empathy, honesty and openness. Respect. We will treat each individual with caring consideration and value the diverse perspectives each one of them can bring. Collaboration. By working together across disciplines and locations to share knowledge and skills, and through constant communication with those we serve and their families, we will create a unified, integrated approach to care. Foresight. We will anticipate the challenges tomorrow may bring and develop new and innovative ways to inspire healthier communities to look toward what’s next. Mission . To enhance lives and preserve health by enabling access to a comprehensive, fully integrated network of the highest quality and most affordable care, delivered with kindness, integrity, and respect.
PURPOSE Introducing The Power of Together
At Rochester Regional Health, we have a reputation of bringing together everything – and everyone – we need to meet the health needs of our region. In order to reinforce and build that reputation, it’s important to infuse the idea behind The Power of Together into our language and exemplify on-brand behavior in internal and external interactions. We remain focused on patient and provider collaboration, active listening and implementing solutions that matter. And when we approach everyday interactions through The Power of Together lens, we can consistently ensure our brand reflects the exceptional value we offer. The Guiding Principles: The Power of Together At Rochester Regional Health, we don’t just think more. We DO more.
Because we do it all, together.
Together means putting patients first.
Together means more locations. Advances. Solutions. Hope.
From everyday care to extraordinary care, this is a purposeful network, making life better for our people, our patients and our communities.
That’s the power of together.
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ACADEMIC DESIGNATIONS Physicians’ names always precede their doctoral degree on first reference, and the degree is listed without periods: John Doe, MD (not John Doe, M.D.). On subsequent references, “Dr.” may be used as a formal title before the name of an individual who holds a degree in the following specialties: • Dental surgery (DDS) • Doctor of medicine (MD) • Doctor of optometry (OD) • Doctor of osteopathic medicine (DO) • Doctor of pharmacy (PharmD) • Doctor of podiatric medicine (DPM) • Fellow, American College of Surgeons (FACS) When used after a name, an academic abbreviation is set off by commas. • MD, PhD For academic doctoral degrees, on first reference, the people’s names precede their degrees and the degrees are listed without periods: John Doe, PhD ( DO NOT use: Dr. John Doe or John Doe, Ph.D.), Amy Smith, MD, FACC, FASE When spelled out, academic credentials are not capitalized unless referring to a person’s specific degree or specific program:
OUR BRAND PROMISE Vision. To lead the evolution of health care to enable every member of the communities we serve to enjoy a better, healthier life. The key messages: The Power of Together • Rochester Regional Health is driven to provide health care solutions that matter for ALL people across this region. • Here, we are all talk AND all action, to ensure that taking care of our patients’ health is simpler, more flexible and more convenient. • RRH is involved and ingrained in the communities we serve, so our teams can anticipate health care needs and deliver realistic solutions that make a true impact on peoples’ lives. • Because we listen more, we can do more. We don’t just think about the future, we act. • RRH continually delivers more of the comprehensive care this community needs: more locations close to home, more advances in critical care and more answers for more peace of mind. • Listening more means offering more: from primary care to critical care to extraordinary care. • Rochester Regional Health offers the right care, right where it’s needed. We attract more specialists to this region who deliver the latest advances and innovations close to home. • Every day we bring the power of together to our patients’ world, so they can get more out of life.
• master’s degree • bachelor’s degree • associate degree • master’s in philosophy OR • MA of Philosophy • Master of Philosophy Program
DO NOT precede a name with a position title and follow it with an academic abbreviation for the degree (Dr. John Doe, PhD)
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TITLES • When health care professionals are mentioned in a listing, their names should be written out first, followed by a comma and their degree(s). Then, their titles are followed by a comma and their departments or divisions. > Kefaia Ahmad M Abdalkader, DDS, Unity Dental Group at St. Mary’s • Multiple titles/departments are separated by semicolons. > Pradyumna Phatak, MD, Chief, Medical Oncology and Hematology; Director, Oncology Strategic Service Unit (listing) • When writing about health care professionals, place their position titles in front of their names. Do not use a comma after the credentials (MD, etc.) if the sentence continues. > Chief Medical Officer Robert Mayo, MD said he is thrilled to receive this distinguished award. • Multiple titles/departments are separated by the word “and.” > Chief of the Division of Medical Oncology and Hematology and Director of the Oncology Strategic Service Unit, Pradyumna Phatak, MD said that the recent research from his division will change how care is provided. • If possible, identify health care professionals by their major title first and then list out other titles while describing them further. > Chief of the Division of Medical Oncology and Hematology, Pradyumna Phatak, MD said that the recent research from his division will change how care is provided. Dr. Phatak, who is also the Director of the Oncology Strategic Service Unit, believes… • Specific titles are capitalized when they occur immediately before or after someone’s name. Titles are NOT capitalized if there is no name mentioned. > Chief of the Division of Medical Oncology and Hematology, Pradyumna Phatak, MD is available for consultation. > Pradyumna Phatak, MD, Director of the Oncology Strategic Service Unit, will be the guest lecturer. > Referring physicians can page the director of the Oncology Strategic Service Unit by calling 585.xxx.xxxx .
ADDRESS BLOCKS Elements are always written with initial caps; street and location designations are abbreviated ; and the zip code should always be included if the city and state are used: Location Initial Caps 123 St, Rd, Dr, Ste 1234 City, State Abbreviation (no periods) Zip Code Rochester Regional Health Riedman Campus 100 Kings Highway South, Ste 1500 B Rochester, NY 14617 Note: When a floor number is included in an address, use a numeral and capitalize floor. For example, 2nd Floor. Location Designations Street names are always capitalized and abbreviated without a period at the end. Accepted abbreviations include: Ave (Avenue) Bldg (Building) Blvd (Boulevard) Ctr (Center) Cir (Circle)
Dr (Drive) Ln (Lane) Pkwy (Parkway)
Rd (Road) St (Street) Ste (Suite)
For a complete list of accepted street suffix abbreviations please visit: pe.usps.com/text/pub28/28apc_002.htm or usps.com and search “Acronyms and Abbreviations”. Note: When the street designation precedes a direction (eg: Kings Highway South) the street designation and direction should be spelled out whenever possible.
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The format of email signatures is as follows: Rochester Regional Health First and Last Name Title (pronouns, if desired) Rochester Regional Health Department Hospital or Campus Name Street Address, Suite Number (if applicable) City, State Zip Code
TELEPHONE AND FAX NUMBERS IN PRINTED PIECES For numbers without words: (585) 123-4567 For numbers with words: (585) 123-PINK (7465) Telephone and fax numbers can be preceded by a capital
designation letter when necessary: P (585) 123-4567; F (585) 123-4567
EMAIL ADDRESSES Rochester Regional Health Email addresses are all lower case, with a period between the first and last name: first.last @ rochesterregional.org Email can be preceded by a capital designation letter when necessary: E first.last @ rochesterregional.org St. Lawrence Health Email addresses are all lower case and may or may not contain a period. Layouts are determined by Information Systems. Email can be preceded by a capital designation letter when necessary: E first.last @ cphospital.org
P (XXX) XXX-XXXX C (XXX) XXX-XXXX St.Lawrence Health First and Last Name Title
(pronouns, if desired) St. Lawrence Health Department Hospital or Campus Name Street Address, Suite Number (if applicable) City, State Zip Code
EMAIL SIGNATURES Signatures use the font Calibri and point size 11 .
P (XXX) XXX-XXXX C (XXX) XXX-XXXX Confidentiality Notice
Elements are always capitalized and follow the same formatting as designated in the Address Block section, information should include: name, title, company, department, location, address, city, state, zip code, office phone, cell phone .
This transmission may contain confidential information protected by New York State law and HIPAA regulations. You are prohibited from making any further disclosure of this information without the specific written consent of the person to whom it pertains, or as otherwise permitted by law. A general authorization for the release of medical or other information is not sufficient if the information contained herein is additionally protected by New York State Public Health Law Article 27-F or Title 42 of the Code of Federal Regulations. Any unauthorized further disclosure in violation of State law may result in a fine or jail sentence or both. If you have received this material in error, please notify the sender IMMEDIATELY to arrange for the return or destruction of the document(s). Note: Electronic templates available on our server, Intranet and Daily Insider.
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Newark-Wayne Community Hospital First use: Newark-Wayne Community Hospital Subsequent use: Newark-Wayne AVOID: NWCH Rochester General Hospital First use: Rochester General Hospital Subsequent use: Rochester General or occasionally RGH United Memorial Medical Center First use: United Memorial Medical Center Subsequent use: United Memorial or occasionally UMMC Unity Hospital First use: Unity Hospital Subsequent use: Unity AVOID: Parkridge Unity Specialty Hospital at St. Mary’s First use: Unity Specialty Hospital at St. Mary’s Subsequent use: Unity Specialty Hospital AVOID: St. Mary’s Campus OTHER LOCATIONS FREQUENTLY REFERENCED ElderONE First use: ElderONE, an affiliate of Rochester Regional Health Subsequent use: ElderONE Greater Rochester Independent Practice Association First use: Greater Rochester Independent Practice Association Subsequent use: GRIPA College of Health Careers First use: Rochester Regional Health College of Health Careers Subsequent use: College of Health. AVOID: COH Isabella Graham Hart School of Practical Nursing First use: Isabella Graham Hart School of Practical Nursing Subsequent use: Isabella Graham Hart AVOID: IGH Lipson Cancer Institute First use: Lipson Cancer Institute Subsequent use: Lipson Cancer Institute AVOID: Lipson and Cancer Institute
HOSPITAL ADDRESS LISTINGS Click here to see our full list of locations.
HOSPITALS, PROGRAMS & FACILITIES The following section is intended to guide both internal and external references to our overall health system, as well as its individual entities and facilities: St. Lawrence Health First use: St. Lawrence Health (in full) Subsequent use: St. Lawrence AVOID: SLH, or any other derivation Rochester Regional Health First use: Rochester Regional Health (in full) Subsequent use: Rochester Regional or the health system AVOID: RRH, or any other derivation
HOSPITALS Canton-Potsdam Hospital
First use: Canton-Potsdam Hospital Subsequent use: Canton-Potsdam AVOID: CPH Clifton Springs Hospital & Clinic First use: Clifton Springs Hospital & Clinic (with the ampersand)
Subsequent use: Clifton Springs Clifton Springs Nursing Home First use: Clifton Springs Nursing Home Subsequent use: Clifton Springs Nursing Home or the nursing home Gouverneur Hospital
First use: Gouverneur Hospital Subsequent use: Gouverneur AVOID: GH Massena Hospital First use: Massena Hospital Subsequent use: Massena AVOID: MH
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Newark-Wayne Community Hospital Infusion Center First use: Newark-Wayne Community Hospital Infusion Center Subsequent use: Newark-Wayne Infusion Center Primary Care & Ambulatory Specialty Institute First use: Rochester Regional Health Primary Care & Ambulatory Specialty Institute Subsequent use: PCASI Quality & Safety Institute First use: Rochester Regional Health Quality & Safety Institute Subsequent use: Quality & Safety Institute Rochester Regional Health Riedman Campus First use: Rochester Regional Health Riedman Campus Subsequent use: Riedman Campus Sands-Constellation Center for Critical Care First use: Sands-Constellation Center for Critical Care at Rochester General Hospital Subsequent use: Sands-Constellation Center for Critical Care Sands-Constellation Heart Institute First use: Sands-Constellation Heart Institute Subsequent use: Sands-Constellation Heart Institute BULLETED LISTS A bulleted list is used when the order of the items doesn’t matter. Items should be listed alphabetically or with the most important product feature or selling point first. Bullet style: closed circle , two point sizes smaller and same weight as the body copy LETTERED LISTS Letters are useful when you’re implying that readers need to choose individual items or when items don’t need to follow a specific sequence. Letter style: lowercase , same size and weight as the body copy NUMBERED LISTS Numbers are reserved for instances where the items in the list need to follow a specific sequence, eg: sequence of actions, or step-by-step guide.
Number style: alphabetically , same size and weight as the body copy FORMATTING LISTS Use a colon at the end of your lead-in statement. There were so many things on the menu from which to choose:
• salad • pasta • fish AND The menu listed:
• salad • pasta • fish CAPITALIZATION & PUNCTUATION
If your list item is a complete sentence, capitalize the first letter. If your list item isn’t a complete sentence, don’t. Similarly, if your list items are complete sentences, or if at least one list item is followed by a complete sentence, use punctuation: a period, question mark, or exclamation point. If all list items are fragments, you do not need to punctuate: The notable items included: • Leadership agreed to help promote a year-long recycling competition. • Increased morale. • Employees were 25 percent more engaged with work/life balance. OR The best parts of the movie were: • the special effects • supporting soundtrack • lavish costumes DO NOT: put commas or semicolons after the items, or use a conjunction such as “and” before the last item when you are listing items vertically. Each child was seated at a separate station and given: • an elephant, • a kangaroo, and • a giraffe.
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MONTH & YEAR Always capitalize and spell out (whenever possible) : January, February, March, April, etc. When needed, accepted abbreviations: Jan., Feb., Aug., Sept., Oct., Nov., Dec. DO NOT abbreviate: March, April, May, June, July
HEADLINES All headlines and subheads should use sentence capitalization rules and end with the proper punctuation. Brochures and other patient- facing materials that use only the name of a disease or service line should be rewritten to follow The Power of Together guidelines. For signage, follow signage guidelines. QUOTATIONS Run-in Quotations Run-in quotations are three lines or shorter and they are formatted the same as the surrounding text, with quotation marks: “I am proud to welcome you to this momentous occasion.” Block Quotations Block quotations are longer than three lines and are separated from the surrounding text. They should appear as a separate paragraph (or series of paragraphs), with increased indenting and line spacing, with quotation marks, and in a brand font that is larger and different from surrounding text: “Today, digital cameras have practically taken over photography. As Johnson explained, digital cameras now make up 90 percent of all camera sales at the leading electronic stores. This increase in sales can be partially attributed to the widespread use of email and social networking, which has encouraged the sharing of digital photos.“ — John Doe NUMBERS Spell out numbers one through nine and any number that begins a sentence. Always use numerals for people’s ages and in headlines. John took six steps at physical therapy today. Seventy people showed up for the seminar. There are 12 months in the year. Numerals of 1,000 and above use commas in the appropriate places, except for temperatures and years. Rochester Regional Health has more than 17,000 employees. The boiling point of uranium is 3818°C. She plans to retire in 2018.
When using a month and year, do not use a comma: January 2014 When referring to a group of years, the following are acceptable: the 1990s , the ‘90s (not the 1990’s or the 90’s) DAYS OF THE WEEK Always capitalize and spell out: Sunday, Monday, Tuesday, etc. Only abbreviate when there isn’t enough space, use three letters and add periods: Sun. Mon. Tue. Wed. Thu. Fri. Sat. DATES • Numbers only: January 1 is the beginning of the year. (not January 1st is the beginning of the year.) • DO NOT use “th” on dates (such as May 18th). > Use : May 18, 2018 • When there are two events in one month, use “and” to separate them and place the year after the second date. > Use : May 18 and May 20, 2018 TIME In body copy use the full time and lowercase day/evening designations without periods: 9 am, 2:30 pm For time in graphically treated headlines or call outs use the full time with day/evening designations adhering to the type style, and with no periods: 9 am, 2:30 pm When referring to a span of time, use the full time separated
by an En dash: 9 am – 11 am; 2:20 pm – 3:30 pm Always use figures except for noon and midnight.
Creating an En Dash: MAC: hold down the Option key and press the Minus key PC: Press Ctrl+Alt+Minus Symbol
WORD: Insert > Advanced Symbol > Special Characters > select N Dash INDD: Type > Insert Special Character > Hyphens and Dashes > En Dash
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FRACTIONS Use numerals to show fractions. 6 1/2, not “six and one-half” 35 3/4, not “35 and three-fourths”
ABBREVIATIONS Please reference page 8 and 10 POSSESSIVES “It’s” vs. “Its,” “Its” vs. “Their” and Other Possessives If a word — including a name — ends in “s,” add an apostrophe at the end. Do not add an additional “s.” If you are talking about a contraction of the phrase “it is,” use “it’s.” If you are talking about a possessive situation — “the thing belonging to it”— use “its.” It’s no secret that Susie likes chocolate cake. Use: “it” and “its” when referring to possessive situations involving groups, departments, institutes, etc.; they are entities. DO NOT use: “their.” The Sands-Constellation Heart Institute has increased the number of its (not “their”) faculty. PUNCTUATION • Use single line spacing with no extra space before or after a paragraph (use return). • Use one space between sentences. • Commas and periods are placed inside the quotation mark. • Dashes, question marks, exclamation marks, and semicolons are placed inside the quotations only when they apply to the quoted matter – otherwise, they are placed after the quotations. • Use an em dash to connect two statements, add a space before and after em dash. • Semicolons should be used sparingly. Shorter sentences are easier on the reader. • Em dashes can also be used to offset the appositive, especially if the appositive contains one or more commas (because additional commas would be confusing for the reader). • In a series, use a comma before a conjunction. > Patients, visitors, and employees are welcome. • Do not spell out the name of a place or program and follow it with an acronym in parenthesis. AP style says, if people can’t easily link the name and the acronym, the acronym shouldn’t be used.
SPELLING STANDARDIZATION • The names of diseases are not capitalized unless they are proper nouns. > For example, cancer, heart failure and diabetes are all lower cased while Alzheimer’s disease and Munchausen syndrome are upper cased.
a lot (two words) body mass index (BMI on second reference) CEO (no periods) checkup CT scan (even on first reference/ formerly CAT scan) email follow-up health care (two words) heart (to refer to all things cardi- ac-related) in hospital (two words, no hyphen) inpatient internet long-term care Medicaid (capitalized) Medicare (capitalized) minimally invasive MRI (even on first reference)
noninvasive nonprofit nonsurgical OB/GYN (not OBGYN, OB-GYN, etc.) OBGYN ( for web only) on-site orthopaedic orthopedic (for web only) outpatient percent (spelled out in body) physician post-operative preventive state-of-the-art subspecialist under way website, similarly: web, webcam, webcast, webmaster X-ray % (for creative treatment)
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DIVERSITY, EQUITY, AND INCLUSION When it comes to diversity, equity, and inclusion, our goal is to ensure our writing is respectful and welcoming to all. For that reason, our language use will change as we learn. For now, here are some guidelines and suggestions: • Ask people which pronouns they prefer. If the person prefers they/them/ their, use their pronouns in a way that is easily understood by the reader. This may mean that you will use their name more frequently to help the reader. When it comes to subject-verb agreement, it is OK to treat they/ them/their as plural in this case because it will be less jarring to the reader. For example: Kas went to their primary care physician where Kas learned they had broken their arm. They were referred to a specialist. • When writing about disabilities, use person-first language. We do not say people “suffer” from a disability, and we do not not describe people as handicapped, mute or nonverbal. If how they communicate is relevant, we describe how the person communicates. For example, Ajani is deaf, and Margaret uses a wheelchair. Tiffany has autism and shares ideas by using a communications board on her iPad. • When writing about race, follow AP style. Capitalize “Black” in a racial, ethnic, or cultural sense, and capitalize “Indigenous” in reference to original inhabitants of a place. Of course, also capitalize other racial and ethnic identifiers such as “Latino,” “Asian American,” and “Native American.” Do not capitalize “white.” “People of color” is acceptable in broad references to multiple races, but be more specific whenever possible. • Because we want to treat people as equally as possible, use both patients’ and medical professionals’ last names on second reference. (First names are still acceptable for people younger than 18.) For example: Hector Whitetree was rushed to Unity Hospital and treated by Mecca Jones, MD. Whitetree’s family credits Dr. Jones’ quick action with saving his life.
WEB ELEMENTS The following information is necessary when adding content to the website to keep the same consistent look and feel throughout our web presence. Buttons Buttons should also follow the capitalization rules of the Power of Together campaign. Phone numbers For digital and online content only: Telephone and fax numbers use figures separated by a dash, with the area code in parentheses: (585) 123-4567 Text Links Links on the website need to be actionable tasks to the user. Links should never use the words “Click here” . Using these words can affect how users experience our website, and negatively impact the accessibility of our website. We want to describe what the user is clicking to , so that distinguishing between links is easier to understand actions: For example: Use: Sign Up for our Birthing Class DO NOT use: Sign Up Here! Use: You can download our accepted insurance plans Don’t use: Accepted insurance plans can be downloaded here. Use: View Example Bill from Rochester General Hospital DO NOT use: Click Here for an example of a bill from Rochester General Hospital View Example Bill (Click here) from Rochester General Hospital Use: Visit our sustainability website DO NOT use: You can see our sustainability site at https://sustainability.rochesterregional.org/ Web Address The Rochester Regional and St. Lawrence web address should always be written in lowercase without the “www”: Use: rochesterregional.org, rochesterregional.org/health DO NOT use: RochesterRegional.org or www.rochesterregional.org Use: stlawrencehealthsystem.org DO NOT use: StLawrenceHealthSystem.org or www.stLawrencehealthsystem.org
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PRINT SAMPLE Brochure
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RRH3639
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