Branding & Style Guidelines

Writing Style Guidelines

General references to locations, organizations and terms
Specific references to departments

General references to locations, organizations and terms
The chart below gives examples of specific references to entities. As a general rule, any organization should be referred to in all communications as its full proper name on first reference and by its acronym or common noun on second and subsequent references.

Example:

• Upon first reference, UNC Lineberger Comprehensive Cancer Center would be referred to as such. On second and subsequent references, it would be referred to as UNC Lineberger, or its common noun, the cancer center.

 

First reference	Second and subsequent references	Notes
Locations
*NC Cancer Hospital (in logo) or N.C. Cancer Hospital (in text) NOT North Carolina Cancer Hospital	the cancer hospital the hospital	Always reference in conjunction with UNC Lineberger Comprehensive Cancer Center**
*NC Memorial Hospital (in logo) or N.C. Memorial Hospital (in text)	the hospital	Never refer to this hospital as the ‘main hospital’
University Cancer Research Fund (UCRF)	UCRF or “the fund”
UNC Health Care	UNC Health Care	Health Care is always two words. Avoid using “the system” whenever possible
UNC Hospitals	the hospitals	In most instances – particularly external communications – simply refer to “UNC Hospitals” when writing about a patient
UNC Lineberger Comprehensive Cancer Center	Second reference – “UNC Lineberger”	On subsequent references, refer to it as “the cancer center”

**Standard language for noting the relationship between UNC Lineberger Comprehensive Cancer Center and the N.C. Cancer Hospital is as follows:

“The N.C. Cancer Hospital is the clinical home of UNC Lineberger Comprehensive Cancer Center.”

Reference	Notes
Internet terms
internet	Never capitalized
home page	Always two words
online	Always one word
Web	Always capitalized
Web site	Always two words
e-mail	Never capitalized, always hyphenated
Areas
floor	Never capitalized
Miscellaneous
and	Never use “&” unless part of an official name or title
chair	Never chairman or chairwoman
cutting-edge	Avoid, substitute “leading-edge”
health care	Two words, when referring to general medical care or the health care industry. The only exception to this rule is “Rex Healthcare,” since it is a proper name.
housestaff (residents)	Lowercase, one word
inpatient	Lowercase, one word
outpatient	Lowercase, one word
attending physicians	Never use the word “attendings” to refer to attending physicians
faculty members	Never use the word “faculty” to refer to faculty staff members

*The periods within the “N.C.” abbreviation remain within organization logos but are removed when written in publications and used in other graphic elements (like advertising). This format has been agreed upon and approved by the CEO of the UNC Health Care organization.

Specific references to departments

Capitalize all department names when using the full, official name and upon first reference unless they appear in a series. Upon second reference, department names should be lowercase. The word “department” should always be lowercase unless used in conjunction with the official name of the department.

Examples:

• The Department of Pathology and Laboratory Medicine has accepted an award.
• Professors involved in the project represent the departments of surgery, family medicine, pediatrics, and obstetrics and gynecology.
• John Doe is the director of the Department of Genetics. As director of the department of genetics, John…

 

Do not capitalize names of programs.