For matters pertaining to English usage, grammar and punctuation, Carestream adheres to the standards found in the Associated Press Stylebook.

OUR TONE OF VOICE.

Our tone of voice tone is professional, knowledgeable, experienced and confident. This tone must be consistently maintained in all communications with our audiences – in print, online and in person. Our overall brand personality and communications should express the following traits:

• Helpful and focused on the needs of imaging professionals and their patients
• Humanistic – less on technology and more on its benefit to people
• Informative
• Expert – but not condescending or overly technical
• Clear and concise
• Positive and encouraging
• Self-assured – but never smug or boastful
• Professionally hip – but not stodgy or impersonal
• Aspirational and inspiring – yet realistic and grounded
• Respectful

Acknowledging Our Audiences

Our tone and content must be focused and appropriate to the audience at hand.

So, to a busy radiologist, we are respectful, concise, expert and informative.

To an IT professional, we’re professionally hip, expert, helpful and self-assured.

To a technologist, we’re positive, encouraging, clear and informative.

To patients, we are humanistic, inspiring, encouraging and respectful.

THREE KEYS TO COPY WITH GREATER IMPACT.

The structure and content of the language we use should mirror the brand – and be just as powerful and dynamic. We remain within the general bounds of standard English usage, but when called for, may take certain liberties. Utilizing these three practices makes our writing stronger and more compelling.

Sentence fragments, used sparingly, add punch, emphasis and drama:

Carestream is dedicated to innovation and always will be.
Becomes:
Carestream is dedicated to innovation. And always will be.

The “active voice” communicates more strength and candidness than the “passive voice.”

The DRX-Revolution was introduced by Carestream.
Becomes:
Carestream introduced the DRX-Revolution.

Writing with nouns and verbs, with adjectives and adverbs used sparingly, makes text stronger – and deflates “puffery.”

Using advanced, industry-leading technology, Carestream develops extraordinary solutions that give dedicated radiologists unprecedented ability to meet patient needs. Becomes:
Carestream leads the industry, giving radiologists the tools to improve patient care.

Proper Name Usage

Carestream Health is the official name of the company and should be referred to as Carestream Health without the “Inc.” following the name. In all formal written communications such as collateral and other marketing materials, the first mention of the company should be Carestream Health. Subsequent reference in the same communication can be shortened to just Carestream.

The use of CARESTREAM in all CAPS is used to represent one of our product brands (i.e. CARESTREAM DRX-Revolution). The use of Carestream in upper/lower case is used to represent the company (i.e. Carestream Health).

	US Parent Company (used in copyright (©) lines and legal documents)
	Official name of the Company
	Shorthand for Carestream Health (first instance should always be Carestream Health)
	Brand Name (CARESTREAM DRX-Revolution)