Brand Guidelines

Alzheimer's Society offices and services

• Focus on the services we provide, at a local and nationwide level
• Aim to refer to Alzheimer's Society as a whole, without referring to a geographical location.

Capitals

• In general, give organisations and institutions capital letters.
• Headings should take upper case for the first word only.
• Names of specific organisations take upper case when talking more generally about a type of organisation use lower case.
• People take upper case for job descriptions, ranks and titles, e.g., the Marketing Manager Joe Bloggs. When used in a purely descriptive way, use lower case, e.g., Joe Bloggs works as a marketing manager.
• References to publications and other media Book and film titles, newspapers, TV and radio programmes take upper case for the first word (no italics).

Numbers and dates

• Spell out from one to nine and use figures for 10 up.
• When writing about millions, use the numeral and then the word 'million' e.g. 1 million, £6 million.
• Use figures for all numerals that include a decimal point, a fraction or a percentage, as well as page numbers and chapter headings.
• Do not start a sentence with a figure - write the number in words or (ideally) rewrite the sentence.
• Use commas in figures over 999 - e.g., 1,500 or 3,452,120.

Websites & telephone numbers

• Do not use 'www' when writing Alzheimer's Society's website address, it should be written as alzheimers.org.uk
  
• Try to avoid breaking a telephone number across two lines
• Phone numbers should be formatted with spaces in one of the following ways:
  01543 255 955 (e.g. number with regional area code)
  020 7423 3675 (e.g. London number)
  0845 3000 336 (e.g. Helpline number)

Download the full House style guidelines for more detailed information.