9.4
TONE OF VOICE
THE SCIENCE OF CARE PROOF POINTS
VISUAL STYLE
For full details of how we colour The Science
of Care Proof Points and keep a consistent size
relationship with the blue line please refer to
pages 4.6 through to 4.9 in the colour section.
For further detail on the typographic treatment
of The Science of Care Proof Points please refer
to page 5.10 in the typography section.
Please always remember these rules:
• All Proof Points should be written in upper case.
• Each Proof Point should be finished with
a full stop.
• On the front cover of a document the blue
line must not come from the top of the page.
Inside literature blue lines can come from the
most suitable point.
On front covers the blue line comes
from the side of the page.
On front covers the blue line does not
come from the top or bottom of the page.
• Each Proof Point is to be approved by the
marketing department before production.
• Maximum word count is 40 words.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | TONE OF VOICE
CONTENTS