# 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. - Published by: NHS England - Format: Website - Date on the guide: None on the pages - Source: [NHS Identity Guidelines](https://www.england.nhs.uk/nhsidentity/), checked 2026-11-11 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. Source: [NHS Identity Guidelines, “Minimum clear space limit for digital”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/nhs-logo/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “White out of colours other than NHS Blue”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/nhs-logo/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “NHS Blue”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/colours/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “Colours”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/colours/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “Fonts”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/fonts/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “Imagery”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/imagery/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “Tone of voice”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/tone-of-voice/), checked 2026-11-11. ### 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. Source: [NHS Identity Guidelines, “3. Size and positioning”](https://www.england.nhs.uk/nhsidentity/identity-guidelines/nhs-logo/), checked 2026-11-11. ## 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](https://www.england.nhs.uk/nhsidentity/identity-guidelines/tone-of-voice/)) - No guidance on using AI: the site search returns no results for "AI" or "artificial intelligence". ([source](https://www.england.nhs.uk/nhsidentity/?s=artificial+intelligence)) ## 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”. --- Source: https://aibrandguidelines.org/examples/nhs Last updated: 2026-11-11 Published by Annotated Guidelines. Annotated Guidelines is run by the team at Rainbrand.