Nhsidentityguide

The NHS Identity Guidelines
1 page 4 The NHS logo
2 page 8 The NHS logotypes
3 page 10 Logotypes for local organisations
4 page 16 National organisations serving the NHS
5 page 19 Identities for ideas and initiatives
6 page 22 The NHS typefaces
7 page 26 Colour
8 page 34 Using image to create the right message
9 page 40 Use of words
Appendix I page 44 How to write a print specification
Appendix II page 46 How to create your logostyle
Appendix III page 48 Checklist
Useful contacts page 51 Signage, livery and uniform contractors
Other publications
The following publications will help you for special applications of the NHS identity.
They are available free from the DH Publications Orderline on 0870 155 5455.
For further advice on how to apply the NHS corporate identity please contact the
NHS Identity Helpline unit on 020 7972 5261 or 020 7972 5250. You may also find
the ‘Frequently asked questions’ section of our corporate identity website helpful.
You can find this on the NHS website at www.nhsidentity.nhs.uk
Stationery (Ref: NHS G 02)

Recruitment advertising (Ref: NHS G 03)
Capital build projects (Ref: NHS G 04)
NHS Direct (Ref: NHS G 05)
Property (Ref: NHS G 06)
Printed and electronic publications and information (Ref: NHS G 07)
Our identity is important. It affects how people
think and feel about the National Health Service
(NHS). Our identity is largely formed by what
we do – treating illness and promoting health.
But our communications are important too.
They need to express the same NHS values: for
health, caring, professionalism, efficiency, equality
and increasingly, choice and responsiveness.
This book is about NHS communications and

design. It gives details on how to use a design
style within the NHS that will help us to express
and support our values and our direction: one
NHS, working in partnership to bring quality
and equality to our services. It’s a corporate
identity that will reinforce our presence as
a strong national service committed to health.
NHS values and purpose
for Health
Caring
Professionalism
Efficiency
Equality
and increasingly, Choice and responsiveness
2 The NHS Identity Guidelines

NHS identity principles
Our communications must be:
Clear
Cost-effective
Straightforward (not gimmicky)
Modern
Accessible
Honest
Respectful
The NHS Identity Guidelines 3

1 The NHS logo
The NHS blue logo is the cornerstone of our

identity. It is our signature: the mark that
signals NHS ownership of a service or message.
It needs to be used consistently and correctly.

The NHS logo should, wherever possible, be reproduced
in NHS Blue or black. If these colours are not available,
the logo should be reproduced in the darkest colour
being used, or reversed out of a colour. Remember a
reversed out logo works better on dark backgrounds
(see page 35).
To reinforce our identity and aid recognition, NHS Blue

(Pantone® 300) is the preferred colour and its use
is encouraged.
The NHS logo must never be reproduced in a tint

of these colours, nor may it be altered in any way.
Only use an original digital graphics file available
from the NHS identity helpline on 020 7972 5261
or 020 7972 5250 or by visiting the NHS identity
site at: www.nhsidentity.nhs.uk
The logo is not intended to be ‘read’ in a phrase.

For example when writing “The NHS working in your
community”, the letters NHS may not be replaced by
the NHS logo.

The exclusion zone
This is the clear area around the logo in which nothing
else should appear. It may only be broken in the instances
shown on pages 10-18. It helps to ensure clarity and
improve the impact of the logo. This clear space (X) is
proportional and is defined as the height of the NHS logo.
X
X
X
Exclusion zone
(do not print this area)
The minimum size

To ensure visibility, readability and accessibility,
the NHS logo may never be used smaller than the
size used on business cards which is shown here:
X X = 4.25mm
Position
Wherever possible the NHS logo should be positioned
in the top right corner of the page. If this is not possible
then it may be positioned at the bottom right.

Recommended sizes
On standard size formats (A4, A5, etc) the NHS logo
size should be as follows (where X is the height of
the NHS logo):
A4 A3 A2
210x297mm 297x420mm 420x594mm
X = 8.5mm X = 12.5mm X = 17mm
Business
card
A6 DL A5 210x210mm
105x148mm 99x210mm 148x210mm
X=
4.25mm X = 5mm X = 6mm X = 6mm X = 8.5mm

2 The NHS logotypes
Individual NHS organisations have logotypes

based around the NHS logo. These must be
constructed according to these guidelines
and cannot be altered or added to in any way.

Wherever possible, the namestyle within the logotype
should be reproduced in black and NHS Blue and the
NHS logo in NHS Blue on a white background as shown
on page 11.
Logotypes are produced to order, free of charge, by

telephoning the NHS identity helpline on 020 7972 5261
or 020 7972 5250. They are supplied in a variety of formats
for PC and Apple Macintosh computers. Alternatively
logotypes can be created by following the guidelines
in Appendix II. However, it is preferred that logotypes
are obtained directly from the communications unit.
Logotypes should not have keylines added nor should

they be placed in a box or other shape. Exclusion zones
should be adhered to in respect of image, graphics and
type (see pages 12 and 18).
No slogans should be used unless part of a

specific campaign.
The following sections give more detailed information

on how to use the logostyle correctly for your
organisation or initiative.
Terms used
Logo Refers to the NHS logo – the blue box
Namestyle The name of the organisation in its correct typeface and style
Logotype The NHS logo plus the namestyle
Exclusion zone Area around any logo or logotype that must be left clear of text, imagery and graphic detail

3 Logotypes for local organisations
The majority of organisations within the

NHS either provide care or are responsible for
planning and facilitating care services locally.
These include NHS Trusts, Health Authorities
and Primary Care Trusts plus some regional
services and consortia. This section shows
how the logostyles for these organisations are
constructed and it should be read in conjunction
with sections 1 and 2. Special instructions apply
to NHS Direct and are given in a separate
publication called “NHS Direct” (NHS G 05)
available from the DH Publications Orderline
on 0870 155 5455.

The essential elements The local name part of the namestyle is positioned
There are three components to a local NHS logotype. to the left of the NHS logo. The type of organisation
The logotype is made up of the NHS logo and a namestyle appears below the local name.
which is split into its local name and a description of the
An organisation’s full and correct legal name should
type of organisation it is.
be used. Abbreviations, with the exception of St for
Saint and NHS for National Health Service, should not
be used in identities on letterheads and publications.
Local name NHS logo
Abbreviations, though not preferable because they
hamper rather than aid understanding, can be used
on small items such as security cards but should
still be printed in the correct style.
Two versions of logotype

Type of organisation If the name of the organisation is too long for the
(e.g Health Authority, NHS
Trust, Primary Care Trust) space in which it is to appear the local name will
be supplied as two different versions.
If the local name is short, only one file will be supplied.
Version A for short local names, or where

there is enough width for the name.
Version B for very long local names or where

there is not enough width for the name.
Note: Logotypes are produced on order, free of charge, by the

NHS identity helpline on 020 7972 5261 or 020 7972 5250.

The exclusion zone Non-statutory organisations
This is the clear area around the logotype in which • Services within a single statutory organisation:
nothing else should appear. It helps to ensure clarity and
improve the impact. This clear space (X) is proportional
and defined as the height of the NHS logo.
X
Eastern Vale Education Board
X
X
• Services run by more than one statutory organisation:

X
Exclusion zone
(do not print this area)
The minimum size

To ensure visibility, readability and accessibility, an NHS Middlehampton NHS Walk-in Centre
logotype may never be used smaller than the size used
on business cards which is shown here:
X X = 4.25mm
Anyshire and Midshire
Health Promotion Service
Recommended sizes
Letterheads for these organisations should include an
Please refer to page 7 for proportional sizes of logostyle
explanation of their lines of accountability at the bottom
according to different page sizes.
of the page.
These service names may appear in either NHS Blue or

Primary care groups black. The point size of the service name may be decided
A temporary identity has been developed for primary at local discretion but should never appear within the NHS
care groups. Upon conversion to Primary Care Trusts logo exclusion zone.
these identities should be abandoned and the logotype
styles described in this section should be used. These extensions of a logotype are primarily for use
on letterheads. The NHS logo should appear on other
Should you require guidance on materials for a applications but whether the parent NHS Trust or
primary care group, telephone the DH Publications Health Authority identity appears instead is a matter
Orderline on 0870 155 5455 for an information pack. for local discretion.

Other logos
All other logos within the NHS should be phased
out and no new alternative logos should be developed
within the NHS.
Identities, such as crests and insignia which have been

closely associated with hospitals prior to the establishment
of the NHS in 1948, may be retained and used on
stationery, printed and other communications and signage
according to the guidance provided in the appropriate
accompanying publications (see the list in the inside front
cover of this publication).
National, recognised campaign logos, charter marks or

similar may be used in accordance with these guidelines
and the other publications listed on the inside front cover
of this document.
The NHS logo may only appear once on a single sheet.

This helps to ensure the NHS logo is seen to be a
cornerstone of our identity and values and its strength
is not watered down by duplication.
Duplication of the NHS logo is only allowed for the

purposes of graphic display. If in doubt, please refer
to the NHS identity helpline for advice on 020 7972 5261
or 020 7972 5250.

Working in partnership
We work with other organisations to deliver healthcare
and to promote health, often with a number of different
partners at a time.
Our identity cannot be lost among those of other

organisations. We should strive to ensure our identity
is shown in equal proportion to other identities. Wherever
possible our identity should sit to the top right of any
other identities to fulfil our cornerstone objective. The
NHS logo should, wherever possible, appear in NHS Blue
or black, and not be recoloured in the colours of the
Ambulance Services partner’s identity. If this is not possible, the whole of the
The Crown Badge is a national identity for ambulance logotype should be printed in the darkest colour available
services. It may be used by each ambulance service or white out of a dark-coloured background.
NHS Trust. Guidelines for its use on stationery, publications,
signage, liveries, uniforms, new media applications and so Exclusion zones apply for using the logotype with
on are detailed in the accompanying publications (listed on our partners’ identities.
the inside front cover) and available by telephoning the Where several NHS organisations are working in
DH Publications Orderline on 0870 155 5455. partnership it is preferable to use the NHS logo once
and describe the partners in text elsewhere outside the
NHS logo exclusion zone. For instance “The NHS in
Anyshire”. Or, “Anyshire Health Authority and Anyshire
Healthcare NHS Trust”.
When an NHS identity is being used on partners' material

try to ensure that the material still adheres to our principles
of clarity, cost-effectiveness, straightforwardness, should
be modern, accessible, honest and respectful.

4 National organisations
serving the NHS
Organisations that serve the NHS as a whole

also have logotypes with the NHS logo as a
cornerstone and names in the NHS typeface.
This section should be read in conjunction
with sections 1 and 2.

The essential elements NHS Direct
There may be up to three essential elements to a logotype The logotype for NHS Direct falls under the guidelines for
for national organisations. These are the NHS logo, the national organisations. However, a separate publication
namestyle and occasionally a regional name or descriptor. deals with the NHS Direct identity. This can be obtained
by telephoning the DH Publications Orderline on
0870 155 5455.
NHS logo
Namestyle Two versions of logotype

Where an organisation’s title does not start with “NHS”
a space equal to X (the height of the NHS logo) is inserted
between the NHS logo and the name to prevent the NHS
Regional name or descriptor
logo from being read, as in the example shown below:
For names that start with “NHS”.
For names that do not start with “NHS”.
Note: Logotypes are produced on order, free of charge, by the

NHS identity helpline on 020 7972 5261 or 020 7972 5250.

The exclusion zone Hierarchy of information
To maintain impact and readability, the logotype should Non-statutory services, departments and other
appear within its own clear space. No additional words identifying names are treated in the same way as
or images should come within the exclusion zone, which for local organisations (see page 12).
is shown below, unless it is a regional name or descriptor.
X NHSnet Infoline
Where an organisation’s name is long a second

Exclusion zone
(do not print this area) two-line version of the logotype will be supplied.
Those organisations with shorter names will receive
only one version.
The minimum size
NHS logotypes should not be reproduced smaller Organisations with independently run offices will
than the size used on business cards to ensure visibility. each receive a logotype with the regional name as
The minimum size is given below. an integral part of the logotype.
X X = 4.25mm
Recommended sizes
Please refer to page 7 for proportional sizes of logostyle
according to different page sizes.

5 Identities for ideas and initiatives
An organisation as large as the NHS has

many special initiatives and campaigns. Health
promotion campaigns, initiatives to encourage
good practice within the NHS and local projects
to change health services should all be clearly
owned by the NHS and give support to the
reputation of the health service. Their logotypes
and materials should follow these guidelines.
An initiative should not have a separate symbol, picture

or text style that is used as a logo. The name of the
initiative, where used as a logotype, should be written
in the NHS typeface, Frutiger, but doesn’t have to be
connected to the NHS logo unlike the logotypes for NHS
organisations. The NHS logo should, however, appear on
materials, usually in top right or bottom right corners.
Initiatives will not usually have their own letterheads.

The letterhead used should be that of the parent
organisation, the name of the initiative can be printed
as the first line of the address, and this can be in
NHS Blue for emphasis if required.

fg
6 The NHS typefaces
A further way to establish a recognised

and professional identity is to use consistent
typefaces that are clear and easy to read.

Frutiger
Adobe Frutiger is a modern and flexible typeface If a copy of the Frutiger typeface is not available
ideal for both headings and text. We use light, your local printer is almost certain to hold a licensed
regular and bold typefaces. copy for printed materials.
Frutiger is also best used in diagrams, charts, tables When a logotype is supplied by the NHS identity helpline
and for technical information. It is the typeface which a copy of the Frutiger typeface for both PC and Apple
should be used on all NHS professionally printed Macintosh is supplied with a single licence.
communications such as stationery, forms and packaging.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &£?! 0123456789

Arial
Arial can also be used for internally produced It is particularly good for diagrams, tables
documents as an alternative to Frutiger. and for breaking up text. Use either regular,
bold or italic. Similar typefaces include Helvetica,
Arial is the preferred typeface where Frutiger
Swiss, Geneva, and Univers.
is unavailable.

Garamond
Garamond is a classic typeface for body copy as it reads
with ease and complements Frutiger. Garamond Roman
should be used where available supported by italic and
bold typefaces where necessary for printed materials.
If a copy of Garamond is not available your local printer

is almost certain to hold a licensed copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &fifl£?! 0123456789

Times New Roman

If Garamond is not available Times New Roman should
be used instead. Times New Roman is universally available
on office machines and may be used for correspondence
and internally produced documents. Normal/Roman/regular
typefaces should be used supported by italics and bold
where appropriate.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &ﬁfl£?! 0123456789


Speaking to everyone
The NHS communicates with many people whose
first language is not English.
Just as with Roman typefaces, Asian, Cyrillic and other

typefaces attract a range of styles. A local specialist
translator and/or typesetter will advise on commonly
used fonts. Try to use one that is clear and unfussy,
and test it on readers if possible. Once chosen, be
consistent in the use of the font.
Legibility
Text is more legible if:
• it is not italic
• it is on a background which is a strong contrast to
the type, for example black text on a white background,
and not a textured or dark background.
Other typefaces
To add graphic interest to a printed communication, for
example a leaflet targeted at young people, an alternative
typeface may be used for publication titles and headlines.
The typeface must, however, conform to our principles
of clarity and accessibility.

7 Colour
The consistent use of standard colours will

help people to recognise NHS communications.
A colour palette has been specifically developed
that supports our straightforward, clear and
cost-effective style. The range of colours
allows for diversity while still serving an
NHS look and feel.

A guiding principle of NHS communications is cost- Use of special colours
effectiveness. The NHS colour palette allows flexibility When printing in one colour only NHS Blue or black
in one and two colour print. are the preferred colours. The balance of the NHS
colour palette may be used except NHS Yellow and
An international standard for making colours has been
NHS Light Green which read poorly as text only.
developed by Pantone®. The NHS colour palette has been
chosen so that when printed in four-colour process the The palette of colours is intended to allow:
Pantone® equivalent is very similar. Four-colour process
• the publication of a variety of leaflets and other
printing, known as CMYK, uses up to four component
printed and online communications and flexibility
colours to make a match of a standard Pantone® colour.
to develop local literature systems
These components are ‘C’ for ‘Cyan’, ‘M’ for ‘Magenta’,
‘Y’ for Yellow and ‘K’ for Key or Black. • additional clarity for charts and diagrams
Four-colour process printing will generally produce a less • additional interest to different literature for
vivid colour than the standard Pantone special colour.
®
a variety of audiences
The colours within the NHS colour palette may be used • degrees of “corporacy”. Using the same palette
as solid colours or as tints, although the NHS logo and across the NHS builds on our overall identity since
logotypes must never appear as tints. not everything needs to be NHS Blue.
If, exceptionally, you need to extend the palette ensure It is strongly recommended that this palette of colours
the colours used are in the same hue and have the benefit is used in NHS communications. Other colours may
of extending clarity and accessibility. be used but only as an exception. Colours such as
fluorescents or metallics may be used for special
Background colour
products, however, ensure their use is consistent
When a coloured background is a solid NHS Yellow
with the overall values and identity of the NHS.
headings should be NHS Blue or black.
The colour palette allows for RGB colour variations
Any other colour from the palette may be used as
for electronic presentations.
a coloured background for any communication. The
heading may be any other colour provided you make The alternate palette on page 31 should be used
sure your colour choices enhance readability. This is for web-safe colours.
particularly relevant for people with impaired vision.

NHS Blue
Pantone® 300
C 100% M 43% Y 0% K 0%
R 0 G 114 B 198
Black
C 0% M 0% Y 0% K 100%
R 33 G 30 B 28

NHS
Dark Green Pantone® 342 C 100% M 0% Y 69% K 43% R0 G 107 B 84
NHS
Green Pantone® 355 C 100% M 0% Y 91% K 6% R0 G 158 B 73
NHS
Light Green Pantone® 368 C 65% M 0% Y 100% K 0% R 91 G 191 B 33
NHS
Aqua Green Pantone® 3272 C 100% M 0% Y 47% K 0% R0 G 170 B 158
NHS
Aqua Blue Pantone® 312 C 100% M 0% Y 15% K 0% R0 G 173 B 198
NHS
Light Blue Pantone® Process Blue C 100% M 8.5% Y 0% K 6% R0 G 145 B 201
NHS
Dark Blue Pantone® 287 C 100% M 69% Y 0% K 11.5% R0 G 56 B 147
NHS
Purple Pantone® 2685 C 100% M 94% Y 0% K 0% R 86 G0 B 140
NHS
Dark Pink Pantone® 676 C 8.5% M 100% Y 0% K 15% R 160 G0 B 84
NHS
Dark Red Pantone® 1955 C 0% M 87% Y 43% K 30.5% R 147 G 22 B 56
NHS
Red Pantone® 485 C 0% M 100% Y 91% K 0% R 216 G 30 B5
NHS
Orange Pantone® 144 C 0% M 47% Y 100% K 0% R 226 G 140 B5
NHS
Yellow Pantone® Process Yellow C 0% M 0% Y 100% K 0% R 247 G 226 B 20

Tints
Tints of our palette offer further diversity to the range further creative opportunity for one and two colour
of colours available and are particularly helpful when communications. The NHS logo and logotypes should
producing diagrams and charts. They also permit never be reproduced as tints.
NHS
100 90 80 70 60 50 40 30 20 10
Dark Green
NHS
100 90 80 70 60 50 40 30 20 10
Green
NHS
100 90 80 70 60 50 40 30 20 10
Light Green
NHS
100 90 80 70 60 50 40 30 20 10
Aqua Green
NHS
100 90 80 70 60 50 40 30 20 10
Aqua Blue
NHS
100 90 80 70 60 50 40 30 20 10
Light Blue
NHS
100 90 80 70 60 50 40 30 20 10
Blue
NHS
100 90 80 70 60 50 40 30 20 10
Dark Blue
NHS
100 90 80 70 60 50 40 30 20 10
Purple
NHS
100 90 80 70 60 50 40 30 20 10
Dark Pink
NHS
100 90 80 70 60 50 40 30 20 10
Dark Red
NHS
100 90 80 70 60 50 40 30 20 10
Red
NHS
100 90 80 70 60 50 40 30 20 10
Orange
NHS
100 90 80 70 60 50 40 30 20 10
Yellow

Web-safe colour palette
This palette of colours should be used for Web
electronic publishing. It should not be used for
printed communications.
NHS
Dark Green R0 G 51 B0 HTML 003300
NHS
Green R0 G 153 B 51 HTML 009933
NHS
Light Green R 102 G 204 B 51 HTML 66CC33
NHS
Aqua Green R0 G 153 B 102 HTML 009966
NHS
Aqua Blue R0 G 153 B 204 HTML 0099CC
NHS
Light Blue R0 G 153 B 255 HTML 0099FF
NHS
Blue R0 G 102 B 204 HTML 0066CC
NHS
Dark Blue R0 G0 B 153 HTML 000099
NHS
Purple R 51 G0 B 153 HTML 330099
NHS
Dark Pink R 153 G0 B 102 HTML 990066
NHS
Dark Red R 153 G0 B0 HTML 990000
NHS
Red R 204 G0 B0 HTML CC0000
NHS
Orange R 255 G 255 B0 HTML FF6600
NHS
Yellow R 255 G 255 B0 HTML FFFF00
Black R0 G0 B0 HTML 000000
White R 255 G 255 B 255 HTML FFFFFF

Printing the NHS logo in other colours
There may be instances where NHS Blue or black
are not available. In these instances print the logo
in the darkest colour available.
Printing an NHS logostyle

• Printing on a white background – the logotype may
be reproduced in NHS Blue and black or just black
• Printing on an NHS Yellow background – as above
• On other coloured backgrounds the logotype should

preferably be printed white out of the background.

Printing onto coloured paper
When printing on coloured paper stocks a black logo
should always be used, as shown below. There are no
restrictions on the colour of paper to print onto, however
consider your audience needs. Those who are visually
impared benefit from either white, yellow or pale
coloured paper.

Printing with coloured backgrounds
When printing coloured backgrounds the base
colour should be chosen from the NHS colour palette
(see page 29).
The logo must be NHS Blue or black when printed

on a white or NHS Yellow background. In these instances,
lettering within the logo should be white.

When using other colours within the NHS colour palette as
a background colour the logo should be reversed out and
the lettering within the logo should be the same colour
as the background.
When it is not possible or desirable to use a background

colour from the NHS colour palette the NHS logo should
only be NHS blue or black on a light coloured background
where there is sufficient contrast to ensure clarity.

8 Using image to convey
the right message
Photography and imagery are powerful, emotive

and memorable tools that express our values
just as strongly as colours and typefaces.
The NHS is about people. Not only about making
people well, but keeping them healthy and
helping them make informed choices about
their health. Our images should express this,
and the values that we hold. Do the images
that we use tell people that we value
professionalism, equality, and accessibility?
Do they enhance the reputation of the NHS and
reflect the pride we have for the work we do?
Do they adhere to our communications and
identity principles of being clear, cost-effective,
straightforward (not gimmicky), modern,
accessible, honest and respectful?

Using pictures Guidelines for drawings
Images and graphics are widely used in the NHS: a mural Well-drawn illustrations can enhance our publications if
on a children’s ward, a photograph in an annual report, an they follow our principles. These rules apply to clip-art,
illustration on a website, a diagram in a patient leaflet. All specially-commissioned pictures and materials that patients
communicate in different ways, and all will say something produce themselves.
about our identity and our values.
The two most relevant principles are:
It’s difficult to give hard and fast rules about such a
Respectful Use pictures that show we care. The danger
varied subject, but the following points and examples
area here is drawings that attempt to show a funny
give some guidance.
version of a patient’s condition. Although “funny”
cartoons are often used to try and lighten a difficult or
sensitive subject (such as men’s health or incontinence),
they risk being disrespectful. Humour is very subjective
so avoid the funny approach unless you are sure that
you can use it in a way that still shows care, respect
and professionalism.
Straightforward, not gimmicky Use well-drawn

pictures that are easy to understand by the reader or
viewer. They can be modern or stylised so long as they
are still clear and professional. This applies particularly
to clip-art.
These guidelines should help us think about pictures but

they cannot cover every decision we have to make. For
instance abstract art or children’s drawings might seem
to “fail” but can still be used effectively as illustrations.
Sensible judgement needs to used with these principles
to help us choose the right images.

Principle: Our core purpose is health
Good examples: Pictures that support, or don’t contradict, our other messages about healthy lifestyles
Bad examples: People enjoying smoking, or taking risks that might lead to accidents
Comments: Not every picture has to actually promote health, but we shouldn’t contradict
our core purpose with our pictures
Principle: We are a people organisation
Good examples: Pictures of real people – staff, patients, the public
Bad examples: Endless pictures of buildings or equipment
Comments: Obviously not every picture has to be of a person, but if it’s a straight choice
between a building or a person, people should win
Principle: We respect people
Good examples: Pictures that show we care and understand
Bad examples: A “funny” cartoon of a patient suffering from stress. A drawing of an elderly person
that reinforces stereotypes. A modern art mural that might shock or offend
Comments: This is sometimes a difficult principle to judge. Use your instinct – if it makes
you feel uncomfortable, it’s probably wrong
Principle: We must be accessible and clear
Good examples: Clear diagrams, sharp pictures, well-drawn maps
Bad examples: Tiny photos, diagrams that have been photocopied so many times they are unreadable
Comments: This applies mostly to images that are intended to give information
Principle: We serve a diverse population, in a range of settings
Good examples: Pictures of young and old, men and women, people from different ethnic backgrounds,
in hospitals, homes, ambulances, GPs clinics etc
Bad examples: A photo selection where every face is young and white
Comments: Obviously, not every image can show every range – but think about the overall
message that your picture selection is giving
Principle: We must be effective
Good examples: A drawing that shows clearly what a leaflet is about
Bad examples: A design behind text that makes the print difficult to read
Comments: Think about the purpose of the picture and make sure it does its job well

9 Use of words
Words are our main vehicle for conveying

information, but they also influence the way
people feel about the NHS. Our use of words
should follow our NHS values and principles
and be professional, clear, respectful, accessible
and straightforward.
NHS communications should be clear and
concise, honest and open. When writing on
behalf of the NHS it may help to ask if what
is being written could be spoken out loud
to the reader. Does it sound as though the
words are being said to an individual?
radiology x-ray stomach imaging
tummy myocardial infarction GP
family doctor abdomen heart attack

We are often communicating about difficult, and
sometimes painful, subjects. Are our words underpinned
with genuine understanding and respect? Do they properly Better letters
empower and inform the reader or listener?
Has the letter been spell-checked?
Sometimes our subject matter is complex. We should
Is it clear and easy to understand? Why
make our words as accessible as possible to our target
audience by avoiding inappropriate jargon, acronyms use long words where short ones will do?
and overly technical language. Is the letter clear from jargon and
We should also be conscious of contributing to the abbreviations? It’s easy, but wrong, to
good reputation of the NHS. Does what we say add assume others will know what you mean.
to or detract from the confidence people have in the Has a named contact been given
health service? should someone need to respond to
Finally, all our words should be in harmony with our your letter or get in touch about a
core principles: to promote health and prevent ill-health. query or complaint?
Has a direct dial telephone number

One-to-one communication with
patients and the public been given if one is available?
Every time we, as individuals, communicate with a patient Have clear directions or instructions
or member of the public we are acting as an ambassador been given to the reader?
for the NHS, and we are projecting the NHS identity. Our
Is the letter well-presented and set out
communication gives that person an idea of what the NHS
is like as an organisation. It will add to (or detract from) clearly on the page?
their confidence in our ability to do a good job. First Has an explanation, or an apology where
impressions do count. appropriate, been given for anything that
What quality assurance systems do you have in place to hasn’t gone according to plan?
ensure all staff communicate to an agreed standard? Does the tone of the letter match NHS
Most of us have some sort of contact with the public or values of respect for all, care and
partners in care, whether it be direct contact or via letter professionalism?
writing and the telephone. How is this addressed
Has the letter been signed by an
throughout your organisation? Is it included in induction
programmes and training for staff? How can you ensure individual rather than ‘Appointments
it is taken seriously within your part of the NHS? Clerk’ or ‘Outpatient Department’?
Have you thought about implementing

It is worth remembering that the simplest things have an
influence on our identity and what people think of us. As a local style guide to encourage
an example, think how many letters get sent every day consistency throughout your organisation?
from and on behalf of the NHS. What do they say about

us as an organisation? Think about introducing a check-list
to help others get it right.

Appendix I
How to write a print specification
A print specification is the basis for obtaining an accurate printer’s estimate can be accurately checked and different
quotation for an item of print. Generally printers have printers’ quotes can be compared like for like. It is helpful
‘sheet-feed’ presses which for most jobs will prove the to include drawings on the specification if this could
most economic method of printing. However, new explain an unusual folding, or finishing technique.
advances mean that for small print runs ‘digital’ print is a
Keep in a faxable format or develop something which
cheaper option. ‘Web’ printing presses are a better option
can be sent electronically. A sample print specification
for large print runs. A print specification also ensures a
is given below:
State who you are addressing the

request to
Your name and contact number, for

them to contact you with any queries
State what type of print method your

request relates to
Brief description of the print job as you

see it
Final size of the print job once it has

been finished (e.g. A4)
State exactly which materials the job

is to be produced on and, if necessary,
which parts of the job they apply to
(e.g. paper stock and thickness,
plastic bag)
Tick or, if necessary, note exactly where

on the job you require any of these.
Wire-stitching is also known as stapling
State the total quantity of printed

copies you require
Number of copies you need for your

own files
Specify what kind of proof you require

before the job is run on press (e.g. Wet
proofs, Cromalin®)
Details of the person or organisation

preparing the artwork
Specify all addresses you wish the job

to be delivered to

Print specification
To: Date:
From: Contact number:
Contact address:
Project: Internal project number:
Internal client: Contact number:
Specification for: Digital print Sheet-feed print Web print Screen print
Description:
Finished size:
Materials:
Finishing: Varnish Wire-stitched
Lamination Perfect bound

Please use the print specification sheet shown here to photocopy for your own use.
Trimmed Thread sewn
Folded Other
Perforated
Quantity: Number of file copies:
Artworks being prepared by: Contact number:
Artworks ready by: Proofing required:
Delivery required no later than:
Delivery address 1:
Contact number:
Delivery address 2:
Contact number:
Delivery address 3:
Contact number:
Appendix II
How to produce your logostyle
If a logostyle is not available from your communications National organisations

department these guidelines should be followed. National organisations within the NHS have namestyles
However, it is preferred that you obtain your logostyle which appear below the NHS logo. Exceptionally national
direct from the NHS identity helpline by telephoning NHS organisations whose names start with ‘NHS’ should
020 7972 5261 or 020 7972 5250. use the NHS logo as though it is read as part of the
logotype. This is the only instance in which this may
All ‘X’ measurements within this appendix are based on
occur. Organisations within the NHS serving the NHS
X = 8.5mm being the height of the NHS logo which is
at a national level whose name doesn’t start NHS should
the standard size for NHS A4 publications and documents.
follow the alternative instructions.
Pay attention to the kerning of characters in the name
– ensure that they are spaced clearly and evenly.
For names that start with “NHS”.
X
X
Namestyle:
For names that do not start with “NHS”.
Typeface: Frutiger Bold Italic
Colour: Black
Size: 20pt type
Leading: 24pt
Notes: Ranges right in line with the right hand X
edge of the NHS logo
X
Regional descriptor:
Typeface: Frutiger Roman
Colour: Black
Size: 9pt type
Notes: Ranges right in line with the right hand X
edge of the NHS logo

Local organisations Namestyle:
Organisations for which this logostyle is appropriate are Typeface: Frutiger Roman
Colour: Black
indicated in Section 3, “Logostyles for local organisations”. Size: 20pt type
Leading: 24pt
The NHS logo sits to the right of the namestyle of your Notes: Ranges right in line with the NHS Blue
‘type of organisation’ line
organisation name. The NHS logo should not be read
as part of the namestyle. ‘Type of organisation’ line:
Typeface: Frutiger Roman
Colour: NHS Blue (Pantone® 300)
Size: 12pt type
Notes: Ranges right in line with the namestyle
Version A for short local names, or where

there is enough width for the name.
Version B for very long local names or where

there is not enough width for the name.

Initiatives Non-statutory organisations
Initiatives need not have their namestyles aligned directly Non-statutory organisations should follow the guidelines
with the NHS logo, although the NHS logo should given on page 12 and here. The size of the NHS logo
preferably appear on the same page as the initiative should be based on the guide shown on page 7.
namestyle. The NHS logo should appear either top right Exclusion zones around logos and logotypes should
or bottom right of a document or publication. An initiative continue to be respected. However, the point sizes given
namestyle should appear top left or bottom left although here are only recommendations and organisations may
consider the clarity of its use on backgrounds. have local discretion as to actual size used.
Initiative Name X
X
Initiative description line Non-statutory Organisation Name
Initiative name: Non-statutory organisation name:

Typeface: Frutiger Bold Italic Typeface: Frutiger Bold
Colour: NHS Blue (Pantone® 300) or black
Description line:
Typeface: Frutiger Roman On A2:
Organisation name type size: 24pt
Leading: 27pt
On A2:
On A3:
Initiative name type size: 36pt
Description line type size: 24pt Organisation name type size: 17pt
Leading: 36pt Leading: 20pt
On A3: On A4 and 210 x 210 mm:

Initiative name type size: 24pt Organisation name type size: 12pt
Description line type size: 16pt Leading: 15pt
Leading: 24pt On A5 and A4:
On A4 and 210 x 210 mm: Organisation name type size: 8pt
Initiative name type size: 16pt Leading: 11pt
Description line type size: 11pt On A6:
Leading: 16pt
Organisation name type size: 6pt
On A5 and A4: Leading: 9pt
Description line type size: 9pt
Leading: 14pt
On A6:
Description line type size: 7pt
Leading: 10pt

Appendix III
Aiming High – The Checklist
Every time we communicate we are projecting the NHS identity. Letters, telephone calls,
leaflets, websites and published reports should all support our values and principles. These
questions might be helpful when checking a communications project to judge whether it
supports the NHS identity.
The basics
Is the NHS logo, or your logotype, in the correct position and at the correct size?
Does it sit in the right amount of clear space?
Are the colours chosen from the NHS colour palette?
Are the typefaces Adobe Frutiger, Garamond, Arial or Times New Roman (or is there
a good reason for not using them)?
Meeting our values and principles

Does the communication support these NHS values…
for Health Does it reinforce (or not contradict) our support for health and healthy lifestyles?
Caring Does it show respect for the audience and avoid unfair stereotypes? Does the tone
of the wording show care and empathy?
Professionalism Does it demonstrate pride in what we are doing? Are the spelling and
grammar right? Are we able to challenge poor standards in any existing communications?
Efficiency Is the budget right for the task? Are the tone and style right for the audience
you are speaking to?
Equality The NHS is for everyone. Do the images span ages and cultures
(where appropriate)?
Please use the checklist sheet shown here to photocopy for your own use.
and increasingly, Choice and Responsiveness
Does the communication support these principles…
Clear Is it easy to read and easy to understand?
Cost–effective Has the budget been used wisely?
Straightforward Does it avoid gimmicks and over-complicated design or wording?
Modern Does it support new NHS developments and aspirations?
Accessible Has it been tested with the target audience? Do they understand it? Are versions
in other languages, symbols or formats needed? Is it easy to obtain?
Honest Does it avoid misleading information and false promises? Does it withhold
information that the receiver has a right to know?
Respectful Does it show respect for the receivers’ feelings and beliefs? Does that "funny"
drawing or headline risk offending anyone?
Does this communication support a positive reputation for the NHS?

The purpose of the NHS is to secure through
the resources available the greatest possible
improvement in the physical and mental
health of the people of England by: promoting
health, preventing ill-health, diagnosing and
treating disease and injury, and caring for
those with long-term illness and disability
who require the services of the NHS.

Useful Contacts
NHS Purchasing and Supply Agency are an agency of the Department of Health. The role of the
agency is to act as a centre of expertise, knowledge and excellence in purchasing and supply matters for
the health service. The Agency advises on policy and the strategic direction of procurement, and its
impact on developing healthcare, across the NHS. The agency have awarded signage livery and uniform
contracts to several suppliers. A list of the signage, livery and uniform contractors are given below.
NHS signage contractors

Focal Signs and Labels Jactone Products Limited
Douglas Bruce House Springvale Business Park
Corrie Way Springvale Avenue
Bredbury Industrial Park Bilston WV14 0QL
Stockport Contact: Ian Halford
Cheshire SK6 2RR
Tel: 01902 357 777
Contact: Tony Baugh Fax: 01902 357 711
Tel: 0161 494 6125 sales@jactone.com
Fax: 0161 430 8514 www.jactone.com
tonyb@signandlabels.co.uk Contract Num: A/2/N/1953/12
www.signsandlabels.co.uk
Contract Num: A/2/N/1953/5
Masson Seeley and Company Limited MG Signs Limited

Howdale Pondwood Close
Downham Market Moulton Park Industrial Estate
Norfolk PE38 9AL North Hampton NN3 6RT
Contact: Colin Mason Contact: Steve Seelig
Tel: 01366 388 000 Tel: 01604 493 226
Fax: 01366 385 222 or 388 025 Fax: 01604 790 288
admin@masson-seeley.co.uk sales@mgsigns.com
www.masson-seeley.co.uk www.mgsigns.com
Contract Num: A/2/N/1953/14 Contract Num: A/2/N/1953/15
Livery supplier for protective clothing

National Account Co-ordinator: Tracey Pattison Farnell
Tel: 0870 129 8615
Fax: 0870 129 8617
Telesales 0870 1200 200
nhs@farnell.com
www.farnell.com/uk
NHS uniforms contractors

Alexandra plc CCM Ltd
Alexandra House Parkhill Road
Thornbury Garstang
Bristol BS35 2NT Preston PR3 1EL
Tel: 01454 414567 Tel: 01995 607 300
Fax: 01454 878002 Fax: 01995 607 309
Contract Num: B/3/N/2056/A Contract Num: B/3/N/2056/C
Boyd-Cooper Ltd Simon Jersey

Bruton House Sykeside Drive
Stadium Way Althan
Harlow Lancashire BB5 5YE
Essex CM19 5FT Tel: 0870 444 8780
Tel: 01279 621900 Fax: 0870 444 8781
Fax: 01279 641779 nhs@simonjersey.com
www.boydcooper.com www.simonjersey.com/nhs
Contract Num: B/3/N/2056/B Contract Num: B/3/N/2056/D

Contact
This publication is one of a series on how to use

the NHS identity correctly. For further copies
of this publication and the others in the series
please telephone the DH Publications Orderline
on 0870 155 5455.
For further information, help and advice
please call or email:
NHS identity helpline
Telephone: 020 7972 5261 or 020 7972 5250
Email: identityinfo@doh.gsi.gov.uk
Other information
The NHS logo is a registered trademark. It must only be used in accordance with these guidelines.
These guidelines apply to the NHS in England only.
A licence is required for the use of the Frutiger and Garamond fonts. A single licence for Frutiger is
available on request from the NHS Executive communications unit.
The NHS Identity Guidelines do not require that every personal computer in the NHS has Frutiger
and Garamond (see chapter 6).
The Disability Discrimination Act makes it unlawful for service providers to treat disabled people
less favourably for a reason related to their disability. The act states that you must make “reasonable
adjustments” to make services, including information, accessible to disabled people. Please bear this
in mind when producing information and consult users of your services where necessary. For further
advice please refer to The Informability Manual by Wendy Gregory, available from The Stationery Office,
ISBN 0-11-702038-9.
Photo credits
Photography at North Tees and Hartlepool NHS Trust and Cornwall Healthcare NHS Trust by Andrew Hall.
Illustration by Heather Dickinson for Leeds Community & Mental Health Services NHS Trust. Cut It Out
image copyright of No Smoking Day.
ref no. NHS G01

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The NHS Identity Guidelines

1 page 4 The NHS logo

2 page 8 The NHS logotypes

3 page 10 Logotypes for local organisations

4 page 16 National organisations serving the NHS

5 page 19 Identities for ideas and initiatives

6 page 22 The NHS typefaces

8 page 34 Using image to create the right message

9 page 40 Use of words

Appendix I page 44 How to write a print specification

Appendix II page 46 How to create your logostyle

Appendix III page 48 Checklist

Useful contacts page 51 Signage, livery and uniform contractors

Stationery (Ref: NHS G 02)

This book is about NHS communications and

and increasingly, Choice and responsiveness

2 The NHS Identity Guidelines

Our communications must be:

The NHS Identity Guidelines 3

The NHS blue logo is the cornerstone of our

4 The NHS Identity Guidelines

To reinforce our identity and aid recognition, NHS Blue

The NHS logo must never be reproduced in a tint

The logo is not intended to be ‘read’ in a phrase.

The NHS Identity Guidelines 5

The minimum size

6 The NHS Identity Guidelines

X = 8.5mm X = 12.5mm X = 17mm

The NHS Identity Guidelines 7

Individual NHS organisations have logotypes

8 The NHS Identity Guidelines

Logotypes are produced to order, free of charge, by

Logotypes should not have keylines added nor should

No slogans should be used unless part of a

The following sections give more detailed information

Logo Refers to the NHS logo – the blue box

Logotype The NHS logo plus the namestyle

The NHS Identity Guidelines 9

The majority of organisations within the

10 The NHS Identity Guidelines

Two versions of logotype

If the local name is short, only one file will be supplied.

Version A for short local names, or where

Version B for very long local names or where

Note: Logotypes are produced on order, free of charge, by the

The NHS Identity Guidelines 11

• Services run by more than one statutory organisation:

The minimum size

These service names may appear in either NHS Blue or

12 The NHS Identity Guidelines

Identities, such as crests and insignia which have been

National, recognised campaign logos, charter marks or

The NHS logo may only appear once on a single sheet.

Duplication of the NHS logo is only allowed for the

The NHS Identity Guidelines 13

Our identity cannot be lost among those of other

on are detailed in the accompanying publications (listed on our partners’ identities.

When an NHS identity is being used on partners' material

14 The NHS Identity Guidelines

Organisations that serve the NHS as a whole

16 The NHS Identity Guidelines

Namestyle Two versions of logotype

For names that start with “NHS”.