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Beacon Health Options Beacon Health Options CORPORATE Style Guide Aarevised 4.1.18 At Beacon Health Options, we start the conversations that matter. As the leading voice in behavioral health and wellness solutions today, Beacon Health Options (Beacon) should deliver clear and consistent communications. Everything we write for Beacon—newsletters, press releases, blog posts, presentations, brochures, corporate emails, proposals, and anything in between—should speak for us as a unified company. The Beacon Health Options Corporate Style Guide was developed to ensure consistency and clarity within our written communications, allowing us to better extend our message to a broad audience of members, providers, clients, industry stakeholders, and fellow employees. Use these guidelines for both internal and external communications written on behalf of Beacon. This style guide was developed using The Associated Press (AP) Stylebook as a resource, with most guidelines following AP style. However, there are some instances where Beacon usage differs from AP style. In these cases, Beacon’s style should prevail. Because this guide is designed to be a universal resource and not a comprehensive list, there may be instances where a specific style rule is not outlined. In these cases, default to AP Style. If you don’t have access to a recent copy of The Associated Press Stylebook, many AP style rules and resources can be found by searching online. Please note that while this guide outlines Beacon’s default style rules, certain clients and contracts may have their own unique style rules that we are required to follow. When writing to a specific agency, pay close attention to mandatory marketing or writing guidelines. Additionally, some of Beacon’s internal departments may follow their own established style guides (for example, Proposals). Always check with your supervisor if you are unsure of which guidelines to use. If you have any questions about the Beacon Health Options Corporate Style Guide, our Marketing and Communications team is always available to assist you at [email protected]. 2 TABLE OF CONTENTS BRANDING STYLE GUIDELINES Our Visual Identity 4 Colors 6 Logo 4 Photography 7 Fonts 6 WRITING STYLE GUIDELINES academic degrees 8 Jr., Sr./II, III 17 apostrophes 8 Medicaid, Medicare 17 acronyms 9 mental health and substance use disorder (MHSUD) 18 Beacon Health Options 10 names 18 behavioral health vs. mental health 10 nationalities and races 18 bulleted lists 11 nonprofit 19 calendar designations 11 numbers 19 capitalization 11 percentages 19 co-insurance 12 plurals 19 co-locate(d) 12 program and product names 20 colons 12 quotation marks 21 commas 12 regions/geographic locations 21 company names 13 regions (Beacon) 21 comorbid(ity) 13 registration mark 22 contractions 13 semicolons 22 co-occurring 13 service/engagement centers 22 countries 14 social media 22 dates 14 spacing 23 department names 14 states 23 disabilities 14 symbols (&, @) 24 disorders 14 tele (telehealth, telemental health, telemedicine, drugs 15 telepsychiatry, etc.) 24 ellipses 15 telephone numbers 24 email 15 time designations 25 email signature 15 titles 25 em dashes 16 underlining 26 en dashes 16 veteran 26 health care 16 web 26 HEDIS® 17 website 26 hyphens 17 well-being 27 internet 17 Work/Life (work/life) 27 LANGUAGE SENSITIVITY GUIDELINES Cultural Competency 28 Mental Health and Substance Use Language 30 Lesbian, Gay, Bisexual, Transgender (LGBT) 28 Terminology for the People We Serve/ People-first Language 32 Ethnicity versus Race 29 Health Literacy Guidelines and Reading Disabilities 29 Level Requirements 33 Audiological Disabilities 29 Health Literacy Guidelines 33 Intellectual and Developmental Disabilities 30 Reading Levels 34 Visual Disabilities 30 Active vs. Passive Voice 34 Diseases, Disorders, Conditions and Drugs 30 3 BRANDING STYLE GUIDELINES Our Visual Identity Logo When you use the Beacon Health Options logo, you’re showing you’re a part of a team. That team includes everyone from clinicians and doctors to claims and customer service “ The lighthouse representatives to facilities managers and technology experts. represents a signal Our end goal is one single brand—Beacon Health Options—for every part of our combined company regardless of prior sub-brand or geographic name. The Beacon Health Options logo will be the only for safe navigation in one we will use. This builds and solidifies the name and mission of our company. the right direction.” HORIZONTAL LOGO VERTICAL LOGO Left Justified Right Justified HORIZONTAL LOGO / REVERSED VERTICAL LOGO / REVERSED Left Justified Right Justified Branding Style Guidelines 4 IMPROPER USAGE Branding Style Guidelines 5 Fonts Materials that go through our corporate design team (like this style guide) will use the Gotham font, which is also included in the text part of our logo. But for all other communications, we use Arial. It’s a clear and modern font that’s versatile enough to use in reports, presentations, and all of our day-to-day work. The use of Arial guarantees consistency, simplicity and readability, and it’s a choice that will never distract or confuse a reader. GOTHAM / BOLD GOTHAM / BOOK ARIAL / REGULAR Colors At Beacon Health Options, our primary colors are those in our logo— blue and gray. We added some additional colors as highlights to add visual interest to our work. Using the right We chose our colors for a reason. Blue is beneficial to the mind and body and has a calming effect. The shades of blue we use also indicate colors for our brand modern, technological innovation. These colors show in a visual way what it is that we do here at Beacon. The highlight colors are red, reinforces what it orange and green. Together they add energy, enthusiasm, and a nod to good health to our brand’s representation. Use these colors for PowerPoints, charts, graphs, or other Beacon materials. stands for.” PMS 298 C PMS 539 C PMS 429 C PMS 157 C PMS 7625 C PMS 7479 C C 65 R 61 C 89 R 19 C 38 R 163 C 3 R 240 C 3 R 232 C 70 R 0 M 10 G 181 M 73 G 31 M 27 G 170 M 43 G 160 M 84 G 80 M 0 G 206 Y 1 B 230 Y 56 B 56 Y 27 B 174 Y 75 B 85 Y 81 B 62 Y 72 B 125 K 0 K 67 K 0 K 0 K 1 K 0 #3db5e6 #081f2d #a3aaae #f0a055 #e8503e #00ce7d Branding Style Guidelines 6 Photography We built an image library that reflects the diversity of our members, employees and clients. The general images we chose echo our fundamental belief in resiliency and recovery. The individuals in the images are not in the throes of depression or another mental health event, but neither are they stock images of smiling happy people. Our membership faces a variety of challenges every day and we want our presentation of images to reflect that complicated reality. Behavioral health issues affect individuals in all walks of life, and to help grow an understanding of that diversity, we are thoughtful in our photo selections. In specific cases, we may choose particular images to reflect the specific needs of a client, or unique circumstances, but the majority of our images represent the broad prevalence of behavioral health, as well as a wide range of communities, cultures, body types, and abilities. Branding Style Guidelines 7 WRITING STYLE GUIDELINES academic degrees » When written out, use an apostrophe for bachelor’s degree or master’s degree, but not for associate degree or doctoral degree. There is no apostrophe when listing the official title; for example, Master of Arts or Bachelor of Science. » Only capitalize official degree names, such as Master of Business Administration. Lowercase general references like bachelor’s or master’s degree. When referencing an area of study with a degree, only capitalize if it’s a proper noun, such as English or French; general subjects like biology, education, and visual arts should be lowercase. • Correct: master’s in accounting; Bachelor of Science in chemistry; bachelor’s degree in English literature • Incorrect: master’s in Accounting; Bachelor’s of Science in Nursing » It’s permissible to drop the word degree for general references—a bachelor’s of English. Never use degree after an official diploma title like Bachelor of Arts. » While it’s preferable to avoid abbreviating degree names, it may be necessary when listing multiple individuals and their degrees in one place. To abbreviate, use acronyms with periods (B.A., M.F.A., Ph.D.). apostrophes » Use apostrophes to indicate possession. • Example: That is Burt’s wet dog. QUICK TIP » If the word ends in an s, the apostrophe is placed after the s. If you can replace “Beacon Health Options” • Example: That is not Lois’ wet dog. Beacon Health with the word “our” in a sentence, Beacon Health Options should have an apostrophe: Options’ policy does not address wet dogs. » The apostrophe also follows the s to indicate a plural Beacon Health Options’ (our) EAP is a 24- (group) possession. hour service. • Example: Those are the Care Managers’ handbooks. » An apostrophe indicates a plural noun only if the noun has one letter. • Yes: The system runs on • No: There are two RN’s in • Yes: The RNs went to the four model p’s. the operating room. operating room. » Don’t use an apostrophe when making acronyms plural. • Yes: IDs, CAFs • No: ID’s, CAF’s » Don’t use an apostrophe when referring to years or decades, unless it’s possessive. • Yes: The 1990s were a Oscar winners. great decade for film. • No: The 1990’s were a • Yes: I know all about 1991’s great decade for film. Writing Style Guidelines 8 acronyms » When appropriate, use the full term in the first reference.
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