Our House Style Guidelines set out our specific style points and other more general style and grammatical points.

They are designed to bring consistency to everything that is produced by employees throughout the organisation and externally on behalf of the organisation, but also to allow some freedom of style for differing formats and diverse audiences.

Our basic principles are:

  • Always aim to get spelling, punctuation and grammar right
  • Only use capital letters when they are necessary; don’t use random capitalisation
  • If in doubt, don’t abbreviate
  • Be consistent
  • Always use an automatic spellchecker before printing or distributing a document or email (make sure the spellchecker is set to UK English)


These guidelines set out our specific style points and other more general style and grammatical points. They are designed to ensure consistency in communications and enable flexibility to accommodate different formats, channels, and audiences.

The guidelines apply to all Group, brand, and subsidiary communications for external and internal audiences unless indicated otherwise.

All marketing communications for tenants should always be channelled through the Marketing and Communications Team for a brand review before release. This includes direct mail, email, newsletters, advertising, and leaflets. Marketing campaigns that target individuals are also subject to General Data Protection Regulation (GDPR).

Progress Lifeline, Key Unlocking Futures and Concert Living have local arrangements for brand governance of marketing materials. 


Other guidelines:

  • Brand and visual identity guidelines for all business streams

 To build a consistent and recognisable brand identity, we must follow guidelines on using our visual identity (logos and corporate brand colours).

Our brands

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Our values – a note on hyphenation

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Our basic 'plain English' principles

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Accessible communications

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Inclusive communications

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General Style Points

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Grammar, punctuation, and spelling

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Useful terms used in the Group

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When to use tenant, resident, and customer

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