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1. Alignment with Brand Identity
Ensure all communications reflect the organization's brand identity through consistent use of typography, color schemes, and design elements.
Typography
Typeface: Utilize the organization's designated typeface across all communications to maintain brand consistency.
Font Size: Maintain a minimum font size of 12pt to ensure readability across various devices.
Color Scheme
Primary Colors: Adhere to the organization's primary color palette for headings and hyperlinks.
Secondary Colors: Use approved secondary colors for body text and backgrounds to maintain a professional aesthetic.
Graphics and Logos
Logo Placement: Position the organization's logo in the upper-left corner of communications, following the established grid system for visual consistency.
Imagery: Ensure all images align with the organization's photography guidelines and are approved by the brand governance team before use.
2. Structural Standards for Communication Composition
Structure communications to prioritize clarity and actionability, facilitating easy comprehension and response.
Subject Lines
Conciseness: Limit subject lines to 50–60 characters to prevent truncation on mobile devices.
Specificity: Incorporate keywords such as "Action Required," "Deadline," or "Update" to indicate urgency.
Example: "Q3 KPI Review – Action Required by March 15"
Body Content
Greetings: Use formal salutations like "Dear [First Name] [Last Name]" to maintain professionalism.
Paragraph Structure: Keep paragraphs to 2–3 sentences, separated by blank lines to enhance readability.
Call-to-Action (CTA): Highlight CTAs in bold or the organization's primary color, embedding hyperlinks with descriptive anchor text.
Signatures
Adopt a uniform signature format for all communications, including:
[Full Name]
[Job Title] | [Department] | [Organization Name]
Phone: [+1 (XXX) XXX-XXXX] | Email: [[email protected]]
*“Organization's Tagline or Motto.”*
Exclude social media icons and promotional links in internal communications; reserve them for external marketing materials.
3. Accessibility and Inclusivity Protocols
Ensure communications are accessible and inclusive, adhering to established accessibility standards.
Alt Text: Include descriptive alt text for all images to accommodate screen readers.
Inclusive Language: Use gender-neutral terms (e.g., "they/them") and avoid culturally specific idioms to ensure inclusivity.
4. Technical Specifications
Adhere to technical standards to ensure compatibility and optimal rendering across various platforms.
HTML vs. Plain Text: Prefer HTML for newsletters but provide plain-text alternatives for compatibility with older clients.
Responsive Design: Use single-column layouts (500–700px width) and fluid tables to ensure consistency across email clients and devices.
CSS Inlining: Inline all CSS styles to prevent stripping by email clients like Gmail. |