Design brief

Commissioning creative services in Liverpool Primary Care Trust

In order to meet the needs of the new single Primary Care Trust in Liverpool the design service has implemented a briefing system that is mandatory for the majority of requests for creative support.

This process will allow us to more effectively monitor how creative services are being utilised and ensure that people commissioning design receive high quality, cost effective and efficient services.

We now need to know prior to any production what the budget is and which codes should be used for invoicing of print, production and/or design.

In addition to the new briefing system we are also implementing a more robust five-stage design process to avoid unnecessary wastage of resources and/or NHS time:
1. Completion of electronic brief with submission of final content.
2. Face to face discussion (optional).
3. Electronic delivery of draft for sign off and/or final amends.
4. Rendering of final artwork for production.
5. Delivery of product to client.

Download a Design Brief in Microsoft Word format here:
Design Brief June 2007 (132KB)

The NHS Corporate Identity

The NHS identity affects how people think and feel about the National Health Service (NHS). The identity is largely formed by what we do - treating illness and promoting health. But communications are important too. They need to express the same NHS values: health, care, professionalism, efficiency and equality.

Previously, there were over 600 different corporate identities being used across the NHS, so a standard NHS identity was introduced in 1999 to support the principles of one National Health Service. This covers everything from logos to patient information, signage, recruitment advertising, stationery, uniforms, and websites.

For corporate information (signs, logos, stationery, recruitment advertising, uniforms) there is one set style. For creative information (campaigns, publications, websites) there are a range of colours, values and typefaces that should always be used.

Where should you begin?

It's not expected that everybody producing resources for Liverpool Primary Care Trust is a design expert but the NHS identity is mandatory Government legislation and should be used at all times and treated as seriously as any other NHS policy.

With this in mind, we ask that you always use the NHS identity and its supporting principles in your work. The full NHS Guidelines document is available for download, (see link below) but simplified information is provided on this webpage to help you get it right!

NHS and Primary Care Trust logos

NHS and PCT logos should NEVER be redrawn. Below is the Liverpool Primary Care Trust logo, correctly sized for A5, A4 and A3 formats. These ‘JPG’ versions of the logo are not suitable for commercial printing but will be fine for use with Microsoft Office applications. High resolution 'EPS' versions of the logo are available for use by professional designers and printers. Please contact us if you need this version.

On NHS documents, the logo should always be positioned in the top right corner, if possible use the logo on a white/pale background for maximum contrast and keep the logo proportional - don’t squash or stretch it!

Never use more than one NHS or PCT logo on a page. If your project involves more than one NHS organisation, use the single NHS logo and credit the supporting organisations in text, for example: ‘Sefton and Liverpool Primary Care Trusts working together’.

The Zip file below contains three different sized Liverpool PCT logos in BMP format (suitable for use in Microsoft Office applications):

For A3 posters (297mm x 420mm)
the NHS lozenge should be 12.5mm deep.

For A4 materials (210mm x 297mm)
the NHS lozenge should be 8.5mm deep.

For A5 materials (148mm x 210mm) and tri-fold 'DL' leaflets
the NHS lozenge should be 6mm deep.

Download the Liverpool Primary Care Trust logos here (52KB).

Is there a special NHS font?

If you are putting together your own resources, you should use the font, ‘Arial’. 12 point is the ideal minimum size, this will help to make your information more accessible. Keep all your text ranged left, don’t justify it and make sure that you have good contrast - black on white is very clear, be careful with text over background images and photographs.

If you are commissioning professional design, then your designer should use the NHS corporate font, ‘Frutiger’. Only work with designers that understand the NHS Guidelines and are willing to use them effectively and correctly on your behalf.

Illustrations and Photography

Images are widely used in the NHS: a mural on a children’s ward, a photograph in an annual report, an illustration on a website, or a diagram in a leaflet. All communicate in different ways, and all say things about our identity and values. It’s difficult to give hard and fast rules about such a varied subject, but make sure that any images you use give the right impression and show that we care.

The danger area here is drawings that attempt to show a funny version of a patient’s condition. Although ‘funny’ cartoons are often used to try and lighten a difficult or sensitive subject, they risk being disrespectful. Humour is very subjective, so avoid the funny approach unless you are sure that you can use it in a way that still shows care, respect and professionalism.

Use well-drawn, easy to understand illustrations, they can be modern or stylised as long as they are clear and professional. This applies particularly to clip-art which nearly always looks cheap and often ends up confusing the message and the reader.

Good photography can really enhance a publication, particularly if it reflects Liverpool’s diverse population. If you do include photography using members of the public, ALWAYS get them to sign a
Photographic Consent Form (PDF File 24KB). It's important that people know that their picture may appear in PCT/NHS published works. Keep the signed consent forms somewhere safe for future reference.

Want to know more?

We have created a two page fact sheet entitled 'Aiming High' (PDF File 24KB) which details with the broader aspects of the NHS identity. The content of your material is as important as the design, so we highly recommend that you read these sheets.

Useful links and resources

Liverpool Primary Care Trust Photographic Consent Form (PDF File 24KB)

Aiming High - 2 Page PDF Factsheet (PDF File 24KB)

The Department of Health NHS Identity: Website: www.nhsidentity.nhs.uk

Download the Full NHS Identity Guidelines (PDF file 1MB)

Design Request Briefing Sheet (Microsoft Word document 132KB)

Need to speak to someone locally?

Gail Campbell - Communications Manager Tel: (0151) 285 4608
Email: gail.campbell@liverpoolpct.nhs.uk

Carole Hill - Communications Manager Tel: (0151) 285 4614
Email: carole.hill@liverpoolpct.nhs.uk

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