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Introduction to the NHS brand. What does this presentation cover?. Background to the NHS brand - and why it is important Getting it right – an overview of the corporate identity guidelines Further information and support. Background to the NHS brand.

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Presentation Transcript
what does this presentation cover
What does this presentation cover?
  • Background to the NHS brand - and why it is important
  • Getting it right – an overview of the corporate identity guidelines
  • Further information and support
background to the nhs brand
Background to the NHS brand
  • Single corporate identity introduced 1998/99
  • Corporate identity reflecting national policy
    • move from internal market to ‘one NHS’
  • Local desire for clarification around identity
    • moving on from ‘logo soup’
  • Making services visible
    • clarifying what is or is not an NHS service
the power of the brand
The power of the brand
  • Over 90% unprompted recognition of NHS identity
  • Very high levels of trust and integrity
  • Trusted as a credible and impartial deliverer of health services and health information
  • Has the ability to arrest and inform

* Compiled from MORI research

the nhs is changing
The NHS is changing
  • Services are being delivered in new ways by different organisations
  • NHS is becoming more patient led – more personalised services with choices for patients
  • We need to help the public navigate this more diverse healthcare system

The NHS brand plays a crucial role in doing this

the role of the brand
The role of the brand
  • The NHS brand can help and reassure the public by
    • signposting accountability
    • easing access
    • communicating values
  • It is critical that the NHS brand identity is used consistently and prominently to achieve this
the nhs brand
The NHS brand



All NHS services,

information and


Comms principles















Design elements

Frutiger font

the logo
The logo
  • Exclusion zone
  • Minimum recommended size is 10mm on A4
  • Download the logo from the NHS Identity Website at
  • The logo is a registered trademark
the logo1
The logo
  • Use NHS Blue (Pantone 300), black or white reversed out of a colour from the colour palette
  • Never reproduce as tints
different logotypes for different organisations
Different “logotypes” for different organisations

National example

Local example

Non-statutory example

(Non-legal - accountable to

one or more statutory organisation)

local logotypes
Local logotypes
  • Use the full and legal name of organisation (refers back to accountability)
  • Use logotypes in their original blue and black, solid black or white only
  • Each NHS organisation is issued with its own logotype free of charge
  • Order new or replacement artwork from the NHS Identity Helpline on 020 7972 5250
no new logos why
No new logos – why?

No new logos to be developed within the NHS as they

  • Compete with and compromise the integrity of the NHS logo.
  • Do not demonstrate a direct line of accountability for the information and services provided
  • Hold no immediate recognition to the public which already recognise and trust the NHS logo.
  • Incur unnecessary costs in their development and implementation.
positioning of the nhs logo
Positioning of the NHS logo
  • Correct position top right
  • Secondary position is bottom right
  • Logo may only appear once on any communications – including when NHS organisations are working together
  • When NHS organisations are working together
    • Use NHS logo once
    • List names or partner organisation elsewhere
    • Or use a description such as ‘The NHS in Cumbria and Lancashire’
  • Blue is synonymous with the NHS
    • NHS Blue (Pantone 300)
  • Secondary colour palette - modern and vibrant
  • Large range including tints - 13 colours each with 9 tints
  • Frutiger should be used on all NHS professionally printed communications
  • Use Arial for work produced internally
  • You can also use Garamond and Times New Roman
  • Minimum size 12 point for accessibility
  • Use of photography is encouraged over illustration
  • Consider appropriateness of chosen imagery
  • Must reflect our communication principles
  • No text over graphics
  • Use the newly redeveloped NHS Photo Library
  • Use plain English
  • Our communications principles
    • Straightforward
    • Clear
    • Accessible
    • Honest
  • Tone of voice appropriate to audience
  • Short sentences
corporate vs marketing material
Corporate vs Marketing material
  • Corporate literature such as letterheads, business cards and compliments slips must follow strict layout guidelines
  • Marketing and patient information communications have greater design flexibility
    • Must still be clearly owned by the NHS and support NHS values
    • Develop within the NHS corporate identity guidelines
creating your own design style
Creating your own design style
  • Create an individual look and feel for products and initiatives within the NHS identity by using
    • Colour: 14 different colours in the NHS colour palette
    • Font: different weights and styles of the NHS typeface Frutiger
    • Imagery and graphics: consistent placement and style of imagery, thereby creating a design template
  • New guidance available: The NHS Identity at a local level – Developing a design style for your organisation
further information and support
Further information and support
  • NHS Identity Website
  • NHS Identity Helpline