This is an HTML version of an attachment to the Freedom of Information request 'Haringey New Logo & Rebranding - Haringey Brand Guidelines'.

Tone of voice

Our voice 
The way we speak says a lot about us. We talk in a way that 
helps people feel connected with us and our values: 

Proud and positive 
We look for positive ways to communicate messages. 
For instance, we might say: ‘Remember to. . ’ rather than ‘Don’t 
forget. .’ , and ‘We’re available from… ’ rather than ‘We close at…’

Exciting energy  
We use active language to create energy and empower 
everyone to get involved. 
For instance, we say ‘We can do this. ’ (active), instead of 
‘This can be done…’, (passive).
We speak in a way that sounds like modern conversation 
(without using slang). We’re not formal or authoritarian.

Promise and potential   
We talk about the future with optimism and enthusiasm. 
We empower people to make decisions and take action by giving 
them the information they need, when they need it. 

Unity and togetherness   
We speak as Haringey, not as ‘The Council’. We recognise that 
everyone in our Borough is part of what makes us special – and we 
share information with them as an equal, with warmth and respect. 
We use ‘we’, ‘us’ and ‘you’ in all our communciations.
For clarity, we keep things as simple as possible. 
We convey one idea per sentence. We communicate 
the most important message first.

Edgy and authentic    
We speak in a way that’s clear, real and friendly.
We speak the same way to everybody – we don’t do 
unnecessary jargon or ‘business speak’.
The following pages give you a few practical 
tips on writing and formatting.