Public health service in England
NHS identity guidelines, annotated
The NHS identity guidelines give each color in five systems, logo space for screen and print, and the research behind the rules. Quoted with notes, with gaps.
NHS England manages the NHS identity for the Department of Health. It publishes the guidelines that NHS organizations in England use: the logo, colors, fonts, photography, tone of voice, and templates for print and screen. It is one of the few published guides that gives the research behind its rules. Survey work on what the public recognizes was the basis for the rules on blue and white.
Best parts, quoted with notes
Logo
For digital applications, the exclusion area is equivalent to half the height of the NHS logo. This area must always be kept clear.
Has: exact value, where it applies. Sets a smaller clear space for screens than for print, measured in logo heights so it scales.
Logo
The NHS logo cannot be reversed out of any colour other than NHS Blue. This is because NHS Blue is the colour that the public expect, and recognise, to represent the NHS.
Has: right and wrong, reason. States the rule and the reason, beside pictures of acceptable and unacceptable backgrounds.
Color
Pantone: 300 CMYK: 99/50/0/0 RGB: 0/94/184 #005EB8 RAL: 5017
Has: exact value. One color in five systems, with RAL for paint and signs. On the page, the values are on separate lines.
Color
Our research shows that patients and the public strongly associate the NHS with the colours blue and white. 87% of people spontaneously recall these two colours when asked about the NHS Identity.
Has: reason. Grounds the blue and white rule in a survey figure rather than taste.
Typography
The core NHS font is Frutiger and the secondary font is Arial. These fonts should be used for all NHS communications. No other fonts should be used, even if your NHS communications are aimed at a specific target audience (e.g. children).
Has: exact value, where it applies. Names both fonts and closes the special-audience exception before anyone asks for it.
Photography and imagery
Where possible, photography should feature real NHS patients and staff. Ensure the appropriate consent is obtained and records are kept.
Has: exact value. Says who to photograph and adds the consent step, but the page shows no example photos.
Voice and tone
If you are writing to patients and the public, make sure your style is both personal and direct. Your written communication should be capable of being spoken out loud and sound as if it is being addressed to an individual.
Has: exact value, where it applies. Gives a test a writer can run: read it aloud as if to one person.
Layout and templates
Any other formats should be sized proportionally, or should replicate the size and margin of the closest format shown here. For example, a square A4 format (210mm x 210mm) should use the size and margin guidelines for A4.
Has: where it applies, exact value. Covers the formats the size table leaves out, with a worked example.
What it leaves out
- The Tone of voice and Imagery pages have no example sentences or example photos. They are short lists of rules. Source
- No guidance on using AI: the site search returns no results for "AI" or "artificial intelligence". Source
What to take from it
- Give each color in every system that people use. This includes the systems for paint and signs.
- Give clear space and logo size for each format in a table, so that nobody scales by eye.
- Base a rule on research when you have research. People argue less with “people recognize the blue” than with “we like the blue”.