Carestream follows the Associated Press Stylebook guidelines for the English usage, grammar, and punctuation.
Our tone of discourse is professional, informed, experienced, and condescending. Maintain a consistent tone in all communications with audiences, including print, online, and in-person. Our brand personality and communications should reflect the following traits:
Acknowledging Our Audiences
Our tone and content must be focused and appropriate to the audience at hand.
To radiologists, we are respectful, concise, knowledgeable and informative.
To technologists, we arepositive, encouraging, clear and informative.
To patients, we are compassionate, inspiring, encouraging and respectful.
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“activevoice”conveysgreaterstrengthandclaritythanthe“passivevoice.”
The DRX-Revolution was introduced by Carestream.
Becomes:
Carestream introduced the DRX-Revolution.
Favor nouns and verbs, use adjectives and adverbs sparingly to improve text and eliminate “puffery.“
Using advanced, industry-leading technology, Carestream develops extraordinary solutions that givededicated radiologists unprecedented ability to meet patient needs.
Becomes:
Carestream leads the industry, providing radiologists with the means to enhance patient care.
Proper Name Usage
Carestream Healthcare International is the ofcial name of the company and should be referred to as Carestream Healthcare International without the “Inc.” following the name. In all formal written communications such as collateral and other marketing materials, the rst mention of the company should be Carestream Healthcare International. Subsequent reference in the same communication can be shortened to just Carestream International.
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 Healthcare International).
Headuqarters Name
(used in copyright (©) lines and legal documents)
Official name of the Company
Shorthand for Carestream Healthcare International
(first instance should always be Carestream Healthcare international)
Brand Name
(CARESTREAM DRX-Revolution)
