Introduction to the NHS brand
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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

Introduction to the nhs brand

Getting it right -An overview of the corporate identity guidelines

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

    • Tel: 020 7972 5261 or 020 7972

    • Fax: 020 7972 1501

    • E-mail: