Family Fund | Logo Family Fund corporate branding guidelines

Family Fund | Written style guide
The Family Fund uses plain English throughout all of its communications. Here
are a few points on how the Fund structures and styles its communications:
1. Start with a summary or introduction
2. Use a logical order
3. Clear headings and sub-headings
4. Short sentences and paragraphs
5. Highlight and bold text for emphasis
6. Use a range of graphics, icons and
imagery to complement the text
and engage the reader
7. If a lot of jargon is used, a glossary
is provided
8. Active/personal language where
appropriate (you and we)
9. Gender neutral language
10. Page numbers and colour coding
to aide navigation
11. Left aligned rather than justified text
12. Spell words out in full
13. Bullet lists to help simplify information
14. Only use capitals for the start of
sentences, proper nouns and medical
conditions where appropriate
15. Spell out numbers up to 10
16. Time written as a 12 hour clock
e.g: 10.00am, 1.00pm
17. Date written as day, month and year
e.g: 1 April 2012
Example of poorly written paragraph:
59,000 families raising seriously ill
or disabled children for 39 years
who are on a low income and fall
into our disability criteria across
the UK with grants of over £33m
only helping with disabilities like
ASD or ADHD.
How the paragraph on the left can be
written clearly, making it easier to read:
The Family Fund
For over 39 years, the Family Fund
has made a difference to the lives
of low-income families raising
seriously ill and disabled children.
Last year
In 2011/12 the Fund helped over
59,000 families across the UK
with over £33million in grants.
Who we help
To meet the Family Fund’s disability
criteria, children and young people
must have additional complex
needs, or have a serious or life
threatening illness. For example,
a child with Autistic Spectrum
Disorder (ASD).
Family Fund corporate branding guidelines