LED Community Leisure Style Guide
This style guide outlines the essential elements for maintaining a consistent and professional tone in all written communications for LED Community Leisure. It is designed to ensure clarity, consistency, and alignment with our brand identity.
Tone of Voice
Friendly and Approachable: Write in a conversational and warm tone. We want to sound welcoming and inclusive to all members of the community. Example: “We’re excited to see you at our new classes this weekend!”
Professional but Relaxed: Maintain a balance between professionalism and a relaxed, friendly approach. Avoid overly formal language, but ensure clarity and respectfulness. Example: “Join us for a fun and informative session on healthy living.”
Language and Grammar
British English: Always use British English spelling and grammar conventions. Correct: Colour, organise, programme; Incorrect: Color, organize, program
Active Voice: Use active voice to make sentences clear and direct. Example: “Our team will help you achieve your fitness goals,” rather than “Your fitness goals will be helped by our team.”
Simple and Clear: Use straightforward language. Avoid jargon and complex sentences to ensure accessibility for all readers. Example: “Please bring your membership card to every session,” instead of “It is requested that members bring their identification cards to each scheduled session.”
Punctuation
Oxford Comma: Use the Oxford comma for clarity in lists. Example: “We offer yoga, pilates, and swimming classes.”
Quotation Marks: Use single quotation marks for general quotes and double for quotes within quotes. Example: The instructor said, ‘Please be aware of the “no phones” rule in the gym.’
Full Stops: Place full stops inside quotation marks if the quote is a complete sentence. Example: She said, ‘Join us next week.’
Numbers
Spell Out Numbers 1-9: Use words for numbers one to nine and numerals for 10 and above. Example: “We have five locations across the region,” and “There are 15 fitness classes each week.”
Dates: Write dates in the format: day, month, year (no commas). Example: 13th August 2024.
Time: Use the 24-hour clock, do not use ‘am’ and ‘pm,’ add a 0 before single numbers. Example: 06:00 – 19:00
Capitalisation
Titles and Headings: Capitalise the first letter of each major word in titles and headings. Example: “Join Our Summer Fitness Programme” (When using brand templates, our header font is all capitals)
Job Titles: Capitalise official job titles when they precede a name or when used formally. Example: “Manager Sarah Johnson,” but “Sarah Johnson, the manager, will be attending.”
Brand Names: Always capitalise ‘LED Community Leisure’ and any branded programme names. It should always be LED and not led. LED Community Leisure should always be written before referring to LED. Example: “At LED Community Leisure, we offer the ‘Above & Beyond’ Award.”
Brand-Specific Terminology
LED Group Values: When referencing LED’s values, capitalise and italicise them for emphasis. Example: “Our team is committed to Collaborate, Care, Excel, and Trust in everything we do.”
Programmes and Services: Ensure consistency in how programmes and services are named. Example: “Our Wellness Programme includes yoga, pilates, and meditation sessions.”
Formatting
Headings and Subheadings: Use clear and descriptive headings and subheadings to organise content. Example: “Fitness Classes Available” and “How to Join”
Bullet Points: Use bullet points for lists to enhance readability.
Example:
- Bring a towel and water bottle.
- Wear appropriate workout clothing.
Emphasis: Use bold for emphasis or special terms. Example: “Don’t forget to book your swimming session in advance!”
Inclusivity and Accessibility
Inclusive Language: Use gender-neutral terms and inclusive language. Avoid assumptions about the reader’s background or abilities. Example: “All are welcome to join our sessions,” instead of “Ladies and gentlemen.”
Accessible Writing: Write with accessibility in mind. Avoid complex vocabulary or idioms that may be difficult for non-native speakers or those with cognitive disabilities.
Digital and Social Media
Social Media Posts: Keep messages concise and engaging. Use hashtags sparingly and relevantly. Example: “We’re hosting a new wellness workshop! #WellnessWednesday #LEDCommunity”
URLs: When providing links, keep them simple and clear. Avoid cluttering text with long URLs; use shortened versions where possible.
Review and Approval
Proofreading: Always proofread content for errors before publishing or sending. Double-check for spelling, grammar, and adherence to the style guide.
Approval Process: Ensure all written content is reviewed by a Manager or designated team member before it is made public.