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Corporate Identity

Looking after Hampshire, looking out for you
Corporate priorities strapline guidance

Minor variations of the corporate priorities strapline have been spotted in use around the County Council. For the sake of consistency, the following guidelines describe how the corporate priorities strapline should appear in print and on-line.

Strapline forms two lines of text

Where the design of a publication necessitates the strapline being split over two lines, both occurrences of the word “looking” should have an initial upper case “L” ie:

Looking after Hampshire
Looking out for you.

The second line of text can be indented.

Strapline forms a single line of text

When the strapline forms a single line of text, only the first occurrence of the word “looking” should have an initial upper case “L” and a comma should be inserted after the “Hampshire”, ie:

Looking after Hampshire, looking out for you.

Strapline forms part of a sentence

In situations where the strapline forms part of a sentence, rather than being separated out from it, lower case initial letters should be used on all words except for “Hampshire”. The strapline should also appear in italics, ie:

In this way we will be looking after Hampshire, looking out for you.

All straplines

The words “Hampshire” and “you” can be highlighted within the text by:

using a different colour
putting them in a larger size font
using bold text.

Do not …

Please do not:

use an upper case “L” on the second “looking” when the strapline is used on a single line
add a hyphen between the two parts of the strapline, ie “Looking after Hampshire – looking out for you”
add a colon or semi-colon between the two parts of the strapline, eg “Looking after Hampshire; looking out for you”.

Further information about our corporate priorities is available on our Corporate strategy website.