Introduction to the NHS brand
This presentation is the property of its rightful owner.
Sponsored Links
1 / 24

Introduction to the NHS brand PowerPoint PPT Presentation


  • 72 Views
  • Uploaded on
  • Presentation posted in: General

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.

Download Presentation

Introduction to the NHS brand

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Introduction to the nhs brand

Introduction to the NHS brand


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


Introduction to the nhs brand

Consistent use of the NHS brand


Introduction to the nhs brand

Getting it right -An overview of the corporate identity guidelines


The nhs brand

The NHS brand

Products

Logo

All NHS services,

information and

advice/support

Comms principles

Modern

Straightforward

Professional

Caring

Respectful

Honest

Values

Colours

Health

Care

Professionalism

Efficiency

Equality

Choice

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 www.nhs.uk/nhsidentity

  • 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


Partnership

Partnership

  • 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’


Colour

Colour

  • 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


Fonts

Fonts

  • 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


Imagery

Imagery

  • 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 www.nhs.uk/photolibrary


Words

Words

  • 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

    • www.nhs.uk/nhsidentity

  • 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


Example

Example:


Further information and support

Further information and support

  • NHS Identity Website www.nhs.uk/nhsidentity

  • NHS Identity Helpline

    • Tel: 020 7972 5261 or 020 7972

    • Fax: 020 7972 1501

    • E-mail: [email protected]


  • Login