This guidance is for primary care trusts (PCTs) creating an internal separation of their operational provider/community services. It is also relevant for PCTs taking part in the community foundation trust (CFT) pilot.
The guidance sets out how PCTs can brand their provider/community services correctly within the NHS identity, while reflecting their separation and their continuing accountability to their host PCT.
Building on the strategies set out in the White Paper Our Health, Our Care, Our Say, and highlighted in the interim report of the NHS Next Stage Review, the Operating Framework for 2008/09 sets out the direction for the provision of community services. In order to support improvements in the commissioning and provision of community services, it states that 'all PCTs should create an internal separation of their operational provider services, and agree service level agreements for these, based on the same business and financial rules as applied to all other providers'.
Names of provider/community services should follow the NHS naming principles, so patients
and the public can easily identify them and understand their role:
In the community foundation trust pilot, many organisations preferred the following naming format: X [geographical location] Community Services
Logotypes for PCT provider/community services follow the existing NHS identity guidelines for non-statutory organisations.
PCT provider/community services can choose one of the following formats for their stationery, in consultation with their host PCT.
Use a non-statutory logotype e.g. 'Anyshire Community Services' positioned in the top right hand corner of your stationery, followed by the address and an explanatory statement positioned in the footer.
Option 1: non-statutory logotype and address
Use a non-statutory logotype e.g. 'Anyshire Community Services' positioned in the top right hand corner of your stationery, followed by the host PCT name as the first line of the address and an explanatory statement positioned in the footer.
Option 2: non-statutory logotype, name and address
Use the host PCT logotype positioned in the top right hand corner of your stationery, followed by the provider/community service name and address and an explanatory statement positioned in the footer.
Option 3a: (old style) host PCT logotype, provider/community service name (in blue)
Option 3b: (new style) host PCT logotype, provider/community service name (in black)
Always use the original artwork for the NHS logo, which can be found on this site on the download NHS logo page.
Do not attempt to recreate the NHS logo yourself.
The name of the service can be written in any font size from 12-16 point, preferably in NHS blue (pantone 300) in Frutiger font if available, or Arial if not.
As a non-statutory organisation, the provider/community service name must be written outside the exclusion zone around the NHS logo (equal to the height of the NHS logo).
PCT provider/community service should also carry an explanatory statement in the footer of stationery stating the lines of accountability of the service, for example:
‘Anyshire [Community Services/Provider Services name] is responsible for providing services in the Anyshire area and is hosted by Anyshire Primary Care Trust.'
This statement can be adapted as required at a local level. Please refer to guidance for non-statutory organisations for further guidelines on stationery layouts.
All materials such as leaflets, posters and patient information should follow the same format chosen for your stationery.
The key points set out above apply to the branding of all other materials.
On leaflets and other materials, the accountability statement may be written into the body copy rather than in the footer if preferred.
Provider/community services wishing to create a unique look and feel for their services should refer to the guidance design styles and initiatives.
Property such as vehicles, uniforms and signage should follow the existing guidance for non-statutory organisations.
The branding of communications materials which are issued jointly from the host PCT and the PCT provider/community services should be agreed at a local level. Options are:
Option 1: Use the local PCT logotype in the top right hand corner as usual with an explanatory statement in the footer e.g. ‘This communication was issued by Anyshire PCT and Anyshire Provider/Community Services’
Option 2: Use just the NHS logo with an appropriate description outside the exclusion zone e.g. ‘Anyshire PCT and Anyshire Provider/Community Services’ and an explanatory statement in the footer.
Please see the Working in Partnership section for more details.
Last updated: 16/07/08
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