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Introduction to the NHS brand

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Introduction to the NHS brand - PowerPoint PPT Presentation


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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

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
further information and support
Further information and support
  • NHS Identity Website www.nhs.uk/nhsidentity
  • NHS Identity Helpline
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