NHS Indentity Guidelines

National organisations
PDF created: 29 January 2015

For the latest updates, see the NHS
Brand Guideline website at
http://www.nhsidentity.nhs.uk
We may at any time revise the online

guidelines. Please check regularly. Continued
use of downloaded NHS Brand Guidelines
after a change has been made online is your
acceptance of the change.
NHS Brand Guidelines | National organisations | 29 January 2015
Contents
Introduction
NHS logo
Naming
Your NHS logotype
NHS typefaces
NHS colours
Web colour palette
Imagery
Tone of voice
Working in partnership
Programmes and initiatives
Stationery
Letterheads
Compliments slip
Business cards
Fax-header paper
Media information
Envelopes and labels
Stationery checklist
Signage
Main signage
Internal and wayfinding signage
Property
Badges
Uniforms
Vehicles
Building sites
Other site signs
Commercially let hoardings
Perimeter fencing
Tower crane signs
Scaffolding sheeting
Protective clothing
Further branding opportunities
Recruitment advertising
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100
105
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113
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Websites
Planning your website
NHS identity
Website colour palette
Content
Accessibility
Managing your site
Links
Legal information
Further help and resources
Further help and information
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Introduction
Here are the NHS brand guidelines for national

organisations such as NHS agencies and special
health authorities.
You can print and/or download all of these guidelines by clicking on
the PDF link on this page.
NHS logo
The NHS logo is the cornerstone of our brand identity.
It is our signature; the mark of NHS ownership of
services and messages.
It is also one of the most powerful logos in the UK, carrying:
over 95% recognition among the general public; and
very strong levels of credibility, authority and trust.
As a result of this recognition and trust, the NHS is perceived to be
an impartial and credible provider of health advice, information and
services.
Working with the NHS logo

It is important that you use the NHS logo correctly and consistently
across all applications. Always use the logo in accordance with our
main brand guidelines, and make sure you do not alter the logo in
any way.
When working with the logo you should only use original digital
graphic files, which can be downloaded from this site: download the
NHS logo.
Never redraw the NHS logo, change it in any way or attempt to
create it yourself. You should also never create shapes around the
logo.
The NHS logo should never be used as a substitute for the letters
NHS in a sentence or phrase. It should also only appear once on a
single sheet. Duplication can dilute the strength and impact of our
logo.
Dos and donts

Do:
make sure you use the NHS logo consistently and correctly;
only use original digital graphic files.
Dont:
alter the NHS logo in any way;
embed the NHS logo in a line of text;
use the NHS logo more than once on single sheet, unless on a
graphic display.
Trademark
The NHS logo is a registered trademark owned by the Department
of Health. You must always use the logo in accordance with these
brand guidelines.
Colour
The colour of the NHS logo is NHS Blue (Pantone 300). By using
this colour you will help to enhance recognition of our logo and
reinforce our identity. Wherever possible, you should use the NHS
logo against a white or light-coloured background.
If you are printing in mono, you can reproduce the NHS logo in
black. If you are printing on a dark background, you can reverse the
logo out of your background colour. You should never reproduce the
logo in a tint of NHS Blue or black.
The NHS logo in NHS Blue (Pantone 300)
The NHS logo in black
The NHS logo reversed out of an NHS Blue background (Pantone

300)
The NHS logo reversed out of a black background
Dos and don'ts:

Do:
use NHS Blue (Pantone 300) to reproduce the logo;
use the NHS logo against a white or light background.
Don't:
use tints of NHS Blue or black.
The exclusion zone

The exclusion zone is the clear area that surrounds the NHS logo.
To ensure that the logo remains clear and has impact, nothing
should ever appear inside the exclusion zone. There are occasional
exceptions to this rule, for example, if you are creating specific
logotypes for statutory organisations. But in general you should
never enter the exclusion zone.
The exclusion zone
The clear space (shown here as X) is proportional and is defined as

the height of the NHS logo.
Position
When producing printed materials, you should position your logo in
the top right-hand corner of a printed page. If this is not possible,
use the bottom right-hand corner instead.
NHS logo size guide
Margin
For all publications other than stationery, the margin spacing for the
logo is equivalent to the logo clearspace at the appropriate size.
Stationery, such as an A4 letterhead or a business card, have a

specific margin measurement, details of which can be found in the
Stationery section.
Where do I get the NHS logo?

You can download the NHS logo as an original graphic file from this
website, providing you agree to the terms and conditions of use.
If you wish to use the logo in any other way, or if you are
downloading it to pass on to a third party, please see the help
section.
Remember: the NHS logo is a registered trademark. If you are in
any doubt about its use or have any other questions, please go to
the help section.
Naming
The name of an organisation is a crucial part of its
identity.
It is important that the names of all NHS organisations
are comprehensible and clear. This is to enable
patients and the public to identify our organisations
and understand their roles.
When naming an NHS organisation, you must ensure that the
chosen name:
Is clear and descriptive not conceptual or abstract
Is written out in full without the use of acronyms or
abbreviations
Contains a geographical reference
The names of all national organisations should follow a consistent
format. They should contain a geographical reference so that
patients and the public know where the organisation is based.
The names of NHS services

When naming an NHS service, you should follow the principles set
out above. You should also consider what will make most sense to
service users. Remember to avoid medical jargon and ensure that
the chosen name is used consistently across signage, appointment
letters and other communications materials. This will help to improve
patient understanding of, and access to, services.
Name changes
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If you are thinking of changing the name of your organisation, you

should consider the following:
Your current name may be well known and well recognised; it
could be costly and time-consuming to implement and raise
awareness of a new name.
Will a name-change help you to achieve your objectives? A
name can only do so much, and you may wish to consider other
ways to market your organisation, such as raising awareness of
your services and promoting your reputation.
You should also ensure that a new name does not clash with the
names of other NHS organisations, as this could cause confusion.
If you do decide to go ahead with a name-change, you should
contact the person in your organisation responsible for your
Establishment Order and complete the NHS logotype order form.
Once the name-change has been endorsed by your Strategic Health
Authority (SHA) and the Department of Health (DH), our branding
team will provide you with your new NHS logotype free of charge.
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Your NHS logotype

All organisations that serve the NHS have logotypes
based around the NHS logo. When constructing your
NHS logotype, you should follow these guidelines
closely. You should also ensure that you use the NHS
logo correctly and consistently.
The essential elements
Your NHS logotype is made up of three main components. These
are:
The NHS logo;
Your organisations name;
Your organisations descriptor.
Your organisations name is positioned to the left of the NHS logo,
while your organisations descriptor should appear below your local
name.
Key style points

Neither your logotype, nor the NHS logo, can be altered or added to
in any way. You should not apply any additional keylines to your
logotype or place your logotype in a box or any other shape.
For your logotype and key branded materials, always use your
organisations full and correct legal name, as set out in your
Establishment Order or Terms of Authorisation for Foundation
Trusts. Never use ampersands in your name (write the word and in
full), and always use commas to separate place names.
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Avoid using abbreviations on letterheads and in publications, with

the exception of St for Saint and NHS for National Health Service.
Abbreviations can be used on smaller items, such as security cards,
but they should still be printed in the correct style.
Finally, do not insert any text, images or graphic detail in your
logotypes exclusion zone.
Your NHS logotype and the NHS logo

As an NHS organisation, you should use your own NHS logotype to
demonstrate ownership of and accountability for materials that you
produce.
You can use the NHS logo on its own, but you should always ensure
that the name of your organisation appears somewhere on your
materials. You can also use the NHS logo on its own if there is not
enough space for your organisation logotype.
The exclusion zone
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The exclusion zone is the clear area around your logotype in which
nothing else should appear. It helps to ensure clarity and readability
and improve the overall impact of your logotype. You must not insert
any additional words, images or graphic details within the exclusion
zone.
This clear space (X) is proportional and defined as the height of the
NHS logo.
Colour
You can reproduce your NHS logotype in NHS Blue and black, or
even just black, when printing on a solid NHS Yellow or white
background. On other coloured backgrounds, logotypes should
preferably be printed white out of the background.
Ordering your logotype
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You can order your NHS logotype free of charge by filling out our
online order form.
If the name of your organisation is too long for its designated space,
a second two-line version will be supplied. If your local name is
short, only one version will be supplied. Your communications team
should have an original copy of your logotype artwork, so check with
them before making your order.
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NHS typefaces
Typefaces are an important part of the NHS identity.
The consistent use of the NHS typefaces is essential
to helping us establish a recognised and professional
brand. These typefaces must be clean, clear and easy
to read. It is vital that they are used correctly across all
services, messages and materials.
Different typefaces have different roles and uses within NHS
communications, as shown here.
Primary NHS typeface: Frutiger

Adobe Frutiger is a modern and flexible typeface. It should be used
on all professionally printed NHS communications, such as:
stationery
forms
packaging.
Frutiger is ideal for headings and text, and is also very effective
when used in:
diagrams;
charts;
tables, or when;
presenting technical information.
You can use Frutiger in different weights, styles, sizes and colours to
create your own unique design style within your documents.
We supply all NHS organisations with a single licensed copy of the
Frutiger typeface for both PCs and Apple Macs when they order
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logotypes for the first time.

Main use: professionally produced materials.
Preferred format: light, regular and bold.
Frutiger Regular
Frutiger Regular Italic
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Frutiger Light
Frutiger Light Italic
Frutiger Bold
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Frutiger Bold Italic
Secondary NHS typeface: Arial

You can use Arial for internally produced documents as an
alternative to Frutiger. It is the preferred typeface where Frutiger is
unavailable.
Arial is particularly good for:
diagrams
tables
breaking up text.
Similar typefaces include:
Helvetica
Swiss
Geneva
Univers.
Main use: internal communications

Preferred format:regular, bold and italic
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Arial Regular
Arial Regular Italic
Arial Bold
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Arial Bold Italic
Other secondary typefaces
Garamond
Garamond is a good typeface to use in body copy. It reads easily
and complements Frutiger. Garamond Roman should be used
where available, supported by italic and bold typefaces for printed
materials.
If a copy of Garamond is not available, contact your local printer.
They are likely to hold a licensed copy for printed materials.
Main use: body copy.
Preferred format: Roman, supported by italic and bold for printed
materials.
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Garamond Regular
Garamond Italic
Garamond Bold
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Garamond Bold Italic
Times New Roman

If Garamond is not available, you can use Times New Roman
instead. Times New Roman is available on most computers and may
be used for correspondence and internally produced documents.
Main use: body copy, correspondence and internally produced
documents.
Preferred format: normal, Roman, regular, supported by bold and
italics where appropriate.
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Times New Roman Regular
Times New Roman Italic
Times New Roman Bold
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Times New Roman Bold Italic
Alternative typefaces
Although Frutiger should be used wherever possible, there may be
occasions when other fonts are more appropriate. For example, to
add graphic interest to a printed communication aimed at young
people, you could use an alternative typeface for publication titles
and headlines. The alternative typeface must, however, conform to
the NHS communication principles of clarity and accessibility. It must
also help to include, engage and inspire the target audience.
Foreign language fonts

We want the NHS to be accessible to all people at all times; to
provide quality and equality of service, and parity of experience. To
do this, the language needs of our local communities need to be
taken into consideration. You may need to think about producing
your materials in translation, and there will be occasions when
foreign language fonts are required.
As with Roman typefaces, Asian, Cyrillic and other typefaces attract
a range of styles. A local specialist translator and/or typesetter will
be able to advise you on these styles and on commonly used fonts.
Try to use a font that is clear and uncomplicated. If possible, test it
out on your target audience before going to print.
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Remember that a text is more legible if it is:

non-italic;
against a background which is in strong contrast to the type.
Accessibility
And because certain NHS audiences may have accessibility issues
or print disabilities, the minimum typeface size for body copy is 12
point.
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NHS colours
The NHS corporate colour is NHS Blue (Pantone
300), this should be used as the primary colour when
designing communications materials, it has a high
recognition and identify that the communication is from
the NHS.
This is supported by a vibrant secondary print colour palette of 13
colours and 10 tints. This will help your designs to stand out and
appeal to different audiences.
There is also a colour palette for websites and other electronic
media. By using these standard colours consistently, you will help to
maintain recognition and trust in NHS communications.
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NHS Blue (Pantone 300)
The NHS print colour palette

The NHS print colour palette supports our straightforward, clear and
cost-effective style. The range of colours allows for creativity and
diversity, while remaining true to the NHS look and feel.
This palette of colours is intended to allow:

the publication of a variety of leaflets and other printed and
online communications;
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the flexibility to develop local literature systems; additional

clarity for charts and diagrams;
interest and appeal for a variety of audiences; and
RGB colour variations for electronic presentations.
The palette also allows for degrees of 'corporacy'. Not everything
needs to be NHS Blue, but using the same palette across the NHS
builds on our overall identity.
It is strongly recommended that the NHS colour palette is used in all

NHS communications. If you need to extend the palette range,
please ensure that any additional colours are compatible with the
originals. Colours such as fluorescents or metallics may be used for
special products. However, you must make sure that their use is
consistent with the NHS values and principles. Bear in mind that
metallic colours should be used with caution, as they appear
expensive. They may be appropriate, for example, for
communications for special occasions, but make sure you consider
how they will be perceived.
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Secondary print colour palette
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Four-colour process printing

The international standard for producing colours was developed by
Pantone. Four-colour process printing, known as CMYK, uses up
to four component colours to create a standard Pantone colourmatch. These components are:
C for cyan
M for magenta
Y for yellow
K for key or black.
However, four-colour process printing will generally produce a less

vivid colour than the standard Pantone special colour.
The NHS colour palette has been chosen so that, when printed in
four-colour process, the Pantone equivalent is very similar. When
printing in one colour only, it is best to use NHS Blue or black.
Otherwise, you may use any other colour from the NHS colour
palette - except NHS Yellow and NHS Light Green, as they read
poorly against white paper.
Tints
You can use the colours within the NHS colour palette as solid
colours or as tints. Palette tints bring greater breadth and flexibility to
our range of colours. They are particularly useful when producing
diagrams and charts, and allow for more creativity with one-and-two
colour communications. The NHS logo and logotypes must never
appear as tints.
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Secondary print tint colour palette
Background colours
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For all NHS communications, you can create a background using

any colour from the NHS colour palette. However, you need to
remember that:
against a solid NHS Yellow background, text headings should
appear in NHS Blue or black;
against other backgrounds, text headings may be any colour so
long as they enhance readability.
If you are printing using a coloured background, you need to make
sure there is sufficient contrast and clarity. On a light coloured
background, the NHS logo should appear in NHS Blue or black. You
should also bear in mind that:
the base colour should be selected from the NHS colour
palette; and
the NHS logo should be reversed out (with the lettering within
the logo printing the same colour as the background); except
against a solid NHS Yellow or white background, the NHS logo
should print in NHS Blue or black and the lettering within the
logo should be white.
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Reversed out NHS logo on NHS palette printed background colours
Printing an NHS logo or logotype

You can reproduce an NHS logo or logotype in NHS Blue and black,
or even just black, when printing on a solid NHS Yellow or white
background. On other coloured backgrounds, logos or logotypes
should preferably be printed white out of the background.
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NHS logo with white lettering on NHS yellow printed background
Printing onto coloured paper

Wherever possible you should use the NHS logo on white paper. If
that is not possible and you are printing onto coloured paper, the
NHS logo should print black with clear lettering.
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Black NHS logo with clear lettering on coloured paper
It is important to remember that white, yellow or pale coloured paper

can enhance readability for people who are visually impaired. Under
the Disability Discrimination Act (DDA), the NHS, and anyone
working on behalf of the NHS, has a duty to anticipate the needs of
disabled people by making sure that accessible information is readily
available. An appropriate choice of colour scheme is one way of
anticipating these needs. You also have a responsibility to ensure
that 'reasonable adjustments' are made to accommodate the needs
of those who may be disadvantaged by regular print formats and
type size.
Paint references
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The best match-paint colour reference to NHS Blue is BSI 18E53.

The best RAL match is 5017. RAL is a colour specifier for paints,
powder coatings and gels.
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Web colour palette

As with printed communications, colour can be used in
electronic media to add interest and appeal while
staying true to the NHS look and feel.
The NHS web colour palette uses a different specification system to
the print colour palette. For example, within the web colour palette,
NHS Blue (Pantone 300) is displayed using the hexadecimal
format, HTML 0066CC. The web palette also allows for RGB
variations in electronic presentations.
You should only ever use the NHS web colour palette for electronic
publishing.
Do not use tints of any of the web palette colours.
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NHS web colour palette
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Imagery
Photography and illustrations are powerful and
emotive tools that express our values just as strongly
as colours and typefaces.
The NHS is not only about making people well. Its also about
keeping them healthy and helping them to make informed choices
about their health. And the images that we use in our
communications need to reflect this.
When selecting images for use in NHS communications, think about
whether they:
tell people that we value professionalism, equality and
accessibility;
enhance the reputation of the NHS and reflect the pride we
have in our work;
adhere to our communications principles.
Using pictures
Images and graphics are widely used in the NHS. For example:
murals on a childrens ward;

photographs in an annual report;
illustrations on a website;
diagrams in a patient leaflet.
All of these images communicate in different ways, and all will say
something about our identity and our values.
Images in support of our principles
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Images and illustrations can enhance our publications if they follow

and express our principles. Its difficult to give hard and fast rules
about such a varied subject, but the following points and examples
give some guidance.
Our core purpose is health

Good example: pictures that support, or dont contradict, our
messages about healthy lifestyles.
Bad example: people enjoying smoking, or taking risks that
might lead to accidents.
Comment: not every picture actually has to promote health, but
avoid those that contradict our core purpose.
We are a people organisation

Good example: pictures of real people staff, patients, the
public.
Bad example: endless pictures of buildings or equipment.
Comment: obviously, not every picture has to be of a person, but if
its a straight choice between a building and a person, choose the
person.
We respect people
Good example: pictures that show we care and understand.
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Bad example: a funny cartoon of a patient suffering from

stress; a drawing of an elderly person that reinforces a
stereotype; a modern art mural that might shock or offend.
Comment: this is sometimes a difficult principle to judge. Use your
instinct if it makes you feel uncomfortable, its probably wrong.
Using humour in a healthcare environment can appear disrespectful.
Only use humour if you can do so in a way that shows
professionalism, respect and care.
We must be straightforward, accessible and clear

Good example: clear diagrams, sharp pictures, well-drawn
maps.
Bad example: tiny photos, diagrams that have been
photocopied so many times they are unreadable.
Comment: this applies mostly to images that are intended to give
information. With drawings, use well-drawn pictures that are easy to
understand. They can be modern or stylized so long as they are
professional and clear.
We serve a diverse population, in a range of settings

Good example: pictures of young and old, men and women,
people from different ethnic backgrounds, in hospitals, homes,
ambulances, GP clinics.
Bad example: a photo selection where every face is young and
white.
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Comment: not every image can show every range but think about
the overall message that your picture selection is giving.
We must be effective
Good example: a drawing that shows clearly what a leaflet is
about.
Bad examples: a design behind text that makes the print
difficult to read.
Comment: think about the purpose of the picture and make sure it
does its job well.
These guidelines
These guidelines should help you think about images, but they
cannot cover every decision you have to make. You need to use
your judgment and discretion. In particular, avoid clipart or any other
prefabricated images from the internet. These suggest a lack of
effort and imagination, and can risk looking like a crude cut and
paste, rather than careful selection. The quality of such images, like
that of other illustrations, can also be hard to control.
In general, photography offers a stronger and more accurate
representation of real life. In most environments, photography is
preferable to cartoons and illustrations. When searching for
photography, make use of the NHS Photo Library,
www.nhs.uk/photolibrary, which contains a vast range of relevant
and sensitive images.
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Tone of voice
Our written communications should be clear, concise,
honest and open.The words we use should closely
follow and support our principles and values.
They need to demonstrate our:
professionalism;
clarity;
respect;
accessibility;
straightforwardness.
If you are writing on behalf of the NHS, make sure your material is
personal and direct:
Could your text be spoken out loud to the reader?
Does it sound as if its being addressed to an individual?
Respect, understanding and accessibility

By the nature of what we do, we often communicate about difficult,
and sometimes painful, subjects. With this in mind, it may help to
ask:
Do your words communicate genuine understanding and
respect?
Do they empower and inform the reader or listener?
Similarly, due to the complex subjects we deal with, the words we
use need to be as simple and accessible as possible. This means
they need to be:
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free of jargon;
free of acronyms; and
free of overly technical language.
Putting a quality assurance system in place will help to ensure that
all staff members communicate to an agreed standard. Training
programmes and workshops can help to engage people with the
importance of communication and the power of words.
We should also be conscious of contributing to the good reputation
of the NHS. Does what we say add to or detract from the confidence
people have in the health service?
One-to-one communication with patients and the

public
Every time you communicate with a patient or a member of the
public, you are acting as an ambassador for the NHS. You are
projecting the NHS identity. Remember, first impressions count, and
what you say and how you say it will impact on that persons
confidence (positively or negatively) in our ability to do a good job.
Putting a quality assurance system in place will help to ensure that
all staff members communicate to an agreed standard. Training
programmes and workshops can help to engage people with the
importance of communication and the power of words.
The simplest things can influence how the NHS is perceived. Think
how many letters get sent out every day from, and on behalf of, the
NHS. Always be aware of what these letters say about us as an
organisation.
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Working in partnership
Where two or more NHS organisations are working in partnership,
the NHS logo should be used only once on the page, in the top right
position. The names of the NHS organisations can be listed
elsewhere on the page in text outside the NHS logo exclusion zone,
for instance:
'Anyshire Primary Care Trust and Midshire Primary Care Trust'
or using a description The NHS in Anyshire.
Working in partnership with non NHS organisations

Comprehensive guidance regarding working in partnership with non
NHS organisations is available in our communication partnerships
section.
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Programmes and initiatives

An organisation as large as the NHS runs many
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
support the reputation of the health service.
Some guiding principles:
Position the NHS logo, or your organisation logotype, in the top
right-hand corner of all materials to demonstrate ownership of
all NHS initiatives.
Do not create a separate symbol, picture or text style that is
used as a logo for an initiative.
The name of the initiative should be written in the NHS
typeface, Frutiger, outside the exclusion zone of the NHS logo
or your organisation logotype.
If your initiative needs letterhead, you should use the letterhead
of your 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. For guidance on producing
further stationery items please follow the style set out in the
guidance for non-statutory organisations on letterheads,
compliment slips and publicity materials.
Your initiative can have a strong visual link to your local level
NHS identity.
There is considerable flexibility in the NHS guidance in terms of
colour palette, range of typefaces and use of words. Detailed
guidance on creating a design style for your programme or initiative
can be found in design styles in the Tools and Resources section.
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Make sure that what you produce stays true to the NHS
communication principles (below).
Checklist
The following questions will help you check that your planned design
style supports the NHS identity.
The basics
Is the NHS logo, or your local logotype, in the correct position,
in its correct colour 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 Frutiger or Arial?
Our communications principles

When producing materials for the NHS, you should follow our
communications principles to ensure that your work is:
Clear and professional: demonstrating pride and authority in
what we do.
Cost-effective: showing that budgets have been used wisely.
Straightforward: avoiding gimmicks and over complicated
design or wording.
Modern: portraying the NHS in way that is up to date.
Accessible: understood by the target audience and easily
obtainable and available in other languages, symbols or
formats.
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Honest: avoiding misleading information or false promises.

Respectful: showing respect for our audience, avoiding unfair
stereotypes, acknowledging the different needs of individuals
and populations.
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Stationery
When producing stationery, you need to ensure that
your materials support and project our shared NHS
identity. To enable you to do this, weve developed a
set of guidelines covering the principal stationery items
required by NHS organisations.
As stationery requirements vary across the NHS, it would be
unhelpful to provide more prescriptive instructions than those given
here. But please be aware that you should not apply a design style
to your stationery as these materials should project our shared NHS
identity.
Using a professional printer

We recommend that you use a professional printer to produce your
stationery items, for the following reasons:
A professional printer can prepare the computer files needed to
print your stationery correctly
Using a professional printer can be a cost effective way of
buying good quality stationery
Your stationery will be of a consistent standard
Colours
When printing NHS-branded stationery, in the majority of cases you
shouldnt require more than one or two-colour printing.
Printing the NHS logo or your logotype
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Across all your stationery materials, the NHS logo should only be
reproduced in NHS Blue (Pantone 300) or, where this is not
possible, black.
For most NHS organisations, your local logotype should be printed
in NHS Blue and black or, if printing in black and white, in black
only. You should not reproduce your logotype in any other colour, or
as a tint of either NHS Blue or black.
Printing in NHS Blue alone will not deliver the same clarity as black,
and for this reason should be avoided. You should also ensure that
you use the original artwork from your logotype and do not alter it in
any way.
Paper stock
We recommend that you use good quality white paper for all NHS
print applications, including stationery. This will help you maximise
logo clarity and minimise procurement costs.
However, there may be instances where audience needs or
business requirements make alternative paper stocks necessary.
For example, if you are:
producing materials for people with visual impairments use
yellow paper (with black ink); or
producing materials for elderly or disabled people, who often
find paper too flimsy to hold - use a stiffer material, particularly if
you are supplying location directions.
In all cases you should choose a laser-compatible stock. You should
also keep environmental issues in mind. Sustainable paper sources,
inks and processes will lessen the impact of your printing operations.
51
Letterheads
Here we set out the specifications for producing NHS
letterheads.
Please refer to the relevant visual examples for information on
positioning and layout.
Logotypes
On letterheads, your logotype size is measured by the height of the
NHS logo. This should be 8.5mm. Position your logotype in the top
right-hand corner of your letterhead.
Some organisations still use the Crown Badge or have a crest or
insignia which is unique to their organisation and was established
before 1948. In this case, you should position your insignia in the top
left-hand corner of your letterhead.
Unit or department name

The first line of the address can be used for the title or name of your
unit, department, hospital or surgery. The specifications are as
follows:
Typeface: Frutiger Bold

Colour: NHS Blue (Pantone 300) or black
Size: 9 point type
Leading: 11 point
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Address, telephone, fax and website address

You should allow one standard line-space between your address,
telephone number, fax number and website address. You can
increase the point size if you think this will make your contact details
easier to read. Remember to allow room for a direct-line telephone
number and email address, should you need them. The
specifications are as follows:
Typeface: Frutiger Roman

Colour: black
Size: 9 point type
Leading: 11 point
If you belong to a Trust which has many different addresses, you

may wish to leave the address area blank so it can be filled in locally
(using Arial). You could arrange for the address of your Trust
headquarters to be professionally printed at the bottom of the page.
Other information
There is an area at the bottom of all letterheads which is reserved
for the following information:
Nationally recongised charter marks, including marks such as
Investors in People or Positive about Disabled People.
Legal or explanatory information.
Address of Trust or PCT headquarters, if required.
Details of board members, if required.
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Please note: this designated area must not be used for other logos,
identities or slogans of any kind. All information included in this area
should always be printed in black.
Paper stock
You should print all letterheads on white paper with a weight of no
less than 80gsm.
54
National organisation A4 letterhead example
55
Compliments slip
compliment slips.
Logotype size
On compliment slips, your logotype size is measured by the height
of the NHS logo. This should be 8.5mm.

The first line of the address can be used for the title or name of your
unit, department, hospital or surgery. The specifications are as
follows:

Size: 9 point type
Leading: 11 point
Address, telephone, fax and website address

You should allow one standard line-space between your address,
telephone number, fax number and website address. You can
increase the point size if you think this will make your contact details
easier to read. Remember to allow room for a direct-line telephone
number and email address, should you need them. The
specifications are as follows:
56

Colour: black
Size: 9 point type
Leading: 11 point
With compliments line

The specifications for your with compliments line are as follows:
Typeface: Frutiger Italic
Colour: black
Size: 11 point type
Reverse side
You can use the reverse side of your compliment slips for additional
information, such as directions to your premises and/or a map of the
area. This additional content must support the NHS communications
principles, and should be printed in black using Frutiger typeface.
57
National organisation compliments slip example
58
Business cards
business cards.
The measurements for the positioning of text and the NHS logotype
are based on a card measuring 90mm x 55mm.
Logotype size
On business cards, your logotype size is measured by the height of
the NHS logo. This should be 4.25mm.
Name
The specifications for organisation names are as follows:
Size: 8 point type (10 point on cards for people with visual
impairments)
Leading: 9 point (11 point on cards for people with visual
impairments)
Job title
The specifications for job titles are as follows:
59

Colour: black
Size: 6 point type (9 point on cards for people with visual
impairments)

The specifications for unit or department names are as follows:
Size: 6.5 point type (9 point on cards for people with visual
impairments)
impairments)
Address and contact details

The specifications for address and contact details are as follows:
Typeface: Frutiger Roman (titles in Frutiger Italic)
Colour: black
Size: 6.5 point type (9 point on cards for people with visual
impairments)
impairments)
You can add your website address under the contact information if
you want to.
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Other information
If you need to increase the point size of your lettering (for example, if
your cards need to be tailored for people with visual impairments),
both sides of the card can be used. For cost-effectiveness, all
variable information about the cardholder should be limited to one
side only.
All business cards should be printed on a heavier-weight cartridge
paper or pulp-board.
National organisation business card example
61
Fax-header paper
If you are producing fax-header paper using a wordprocessing package, please follow the suggested
format shown here.
Where our preferred Frutiger typeface cannot be used, Arial or a
similar typeface should be used instead.
62
National organisation fax-header paper example
63
Media information
If you need to produce media information sheets,
please refer to the suggested format shown here.
If most of your media information is being sent by fax, we
recommend that you use black. If you are sending material
electronically or by post, the two-colour combination of NHS Blue
(Pantone 300) and black is preferable.
64
National organisation media information sheet example
65
Envelopes and labels

If you are producing envelopes or labels, please follow
the format suggested below.
Using the NHS logo or your logotype on envelopes

Your logotype should be scaled according to the envelope size, and
you should follow the proportions for publication sizes set out in
Your NHS logotype section.
If you need to pre-print envelopes (for example, if you need to
include an if undelivered note), postal regulations and guidelines
mean that the usual positioning requirements for the NHS logo (top
or bottom right-hand corner) cannot be applied.
In such instances, the NHS logo or your logotype should be located
in the top left-hand corner of the envelope, as shown in the example
below. If this is not possible, you should use the bottom right-hand
corner.
Bear in mind that, when it comes to envelopes, two-colour print is
proportionately more expensive than one-colour print due to the high
degree of wastage.
66
Examples of NHS branded envelopes
67
Examples of NHS branded labels
68
Stationery checklist
Making sure
When designing and producing stationery, you should check that:
Your NHS logotype is in the top right-hand corner.
You have produced your NHS logotype using NHS Blue
(Pantone 300) and black no other colours should be used.
You have not applied a local design style to your stationery
items.
You are using Frutiger typeface for all professionally printed
stationery items.
You are using Arial for items being word-processed and printed
via a laser printer.
You are keeping your audiences accessibility needs in mind,
for instance, the needs of people with visual impairments.
You are using white paper (unless yellow paper has been
requested locally for readers with visual impairments).
69
Signage
Why have signs? It may seem obvious, but by thinking
about what a sign is for, we can help to ensure that it
is effective.
A sign does one of two things:
It tells someone where they have arrived.
It tells them how to get to where they want to go.
These guidelines give direction on how to apply the NHS corporate
identity to your signage. They have been developed to ensure that
your signs have clarity and impact. You should read this section in
conjunction with our guidelines on the NHS logo, NHS typefaces and
the NHS colour palette.
You should also check the guidance on Your NHS logotype. You
can follow your normal specifications for signage materials and
construction.
To allow for flexibility, we have provided a number of design options
for you to choose from. Choose the option that best suits your
requirements, and keep our communications principles in mind at all
times.
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Main signage
The external signage at the front of NHS buildings is
very important. It is the first thing that people see when
arriving to access services and facilities.
Front-of-house signage
Your main front-of-house signage must carry the NHS logo. The
NHS logo, or your logotype, should be situated in the top right-hand
corner of your signage panel. If necessary, you can leave off your
organisation name, as shown here.
71
Examples of front of house signage
72
Using the national NHS logo or your local logotype

Wherever possible, you should use your organisations logotype on
your external signage. If your signage is shared with another NHS
organisation, or if you are part of a non-statutory organisation, you
should use the national NHS logo instead.
If you belong to a statutory organisation, but for some reason you
have to use the NHS logo on its own, you must ensure that your full
organisational name appears somewhere on your signage. This is to
demonstrate your accountability and ownership.
Your NHS logotype
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When reproducing your NHS logotype on signage, you should use

NHS Blue (Pantone 300) and black.
If the panel is generic (e.g. option 1) and only contains your
logotype, the panel should be all white. If the signage is directional,
or contains text in addition to your organisation name, the panel
should be divided into two parts.
On the top part of the panel you should set your logotype against a
white background. Your directions or other messages should appear
in white text using Frutiger Bold on an NHS Blue (Pantone 300)
background (e.g. option 2).
The lower panel, if it is colour-coded, such as in option 3, then
chose a suitable colour from the NHS colour palette. Match all
coloured panels as closely as possible to the NHS colour palette.
Option 1: Generic signage
74
Option 2: Contains directional panel
75
Option 3: Colour-coded panels
76
77
Other signage examples
78
79
80
81
Exclusion zone
When applying the NHS brand to your main signage, you must
ensure that your NHS logotype, or the NHS logo, is set within its
exclusion zone.
82
The exclusion zone is the clear area around the NHS logo/your
logotype in which nothing else should appear. It helps to ensure
clarity and readability and improve overall impact. You must not
insert any additional words, images or graphic details within the
exclusion zone.
This clear space (X) is proportional and defined as the height of the
NHS logo.
The exclusion zone
Corporate typeface
83
You must use the NHS corporate typeface, Frutiger Bold, on all
signage that you create. For more information about NHS typefaces,
visit our main typeface section.
Colour
You should reproduce the NHS logo in NHS Blue, or its nearest
match, on all signage. The best paint colour reference for NHS Blue
(Pantone 300) is BSI 18E53. The best RAL match (a colour
specifier for paints, powder coatings and gels) is 5017.
Using the NHS logo on glass

If you are using the NHS logo on a clear background such as a
pane of glass you should reproduce the NHS lettering in white.
The only time this lettering can be clear is when the NHS logo is
etched into the glass.
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Internal and wayfinding signage

Internal and wayfinding signage is also important. It
provides directions within your building, and it lets
people know when they have reached the room or
department they are looking for.
Example of internal or wayfinding signage
Using the NHS logo

There is no need to use the NHS logo or your logotype for internal
signage. However, you should use the NHS typeface and colour
palette at all times.
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Accessibility
When creating internal signage, you should keep accessibility issues
in mind. Use symbols to help people with visual impairments find
their way around. Access and safety signs may also be necessary to
help people with physical impairments or disabilities.
For further guidance in this area, please refer to Wayfinding:
guidance for healthcare facilities.
Hard copies of this publication should be available in your trust
library. If you belong to a non-NHS organisation, you can order a
copy from The Stationery Office on 0870 600 5522 (quote ISBN 011-322140).
86
Property
The NHS is a huge and diverse organisation. We
employ a vast number of people, and we communicate
with many more.
Whether they are visiting our premises, using our services, meeting
our staff or simply noticing us at work in the community, we want
people to know who we are and what we do. By using a common
brand and design style, we will enable people to recognise the NHS
at all times.
This section looks at how we mark our property: our buildings, our
uniforms and the things we own. Property varies in size, shape and
function, and we dont aim to cover every example of NHS property
on this website. But we do aim to set out the general principles that
will help you to communicate our identity through your core property
items.
Our signature
The NHS logo is our signature, our mark of ownership. It should be
applied to property whenever you want people to identify and
recognise NHS services, for example:
at the front and reception areas of buildings;

on staff name badges and security passes;
on staff uniforms;
on vehicles and ambulances.
In addition to our logo, our typefaces and colours will help to

communicate key information about the NHS to patients and the
public.
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You should read this section in conjunction with our guidelines on

the NHS logo, NHS typefaces, the NHS colour palette as well as the
guidance about your local logotype.
You should also keep our communications principles in mind at all
times.
88
Badges
Badges are a good way of communicating your role
and the roles of your colleagues to patients.
When producing badges, you need to show clearly the name and job
description of the wearer. In addition to these written descriptions,
you should also include either your NHS logotype or the NHS logo,
as shown below. You can also use photographs, if necessary.
Please note: the NHS logo is a registered trademark and can only
be used with the permission of an NHS organisation. Printers and
suppliers of NHS badges/lanyards should not hold stock items, but
instead print to order once comissioned by a NHS organistation.
Key points for creating badges

When creating NHS badges, you must:
Only use an original digital graphics file for the NHS logo or
your local logotype. You can download the NHS logo from this
website. Your local logotype will be available from your
communications team.
Follow the general rules for positioning, sizing and use of the
exclusion zone set out in these brand guidelines. If this is not
possible, follow the spirit of the guidelines as closely as you
can.
Use Frutiger Roman or Frutiger Bold in NHS Blue (Pantone
300), black or white when writing your descriptor text or other
information.
Joint branding
89
If you are producing co-branded badges with another organisation,

and if both your organisation logotypes need to appear, you should
only use the NHS logo once.
If you are using a pre-NHS shield or crest, you should reproduce it in
either black or white or, costs permitting, in full-colour. Remember
no other logos can be used on NHS badges.
Badge specifications
The specifications for NHS badges and NHS logo and your local
logotype badges are as follows:
NHS logo badge example
90
NHS logo and your local logotype badge example
The specification for badges is:

Height of the NHS logo: 5mm
Position: top right-hand corner of your badge, as shown
Colour of the NHS logo: NHS Blue
Staff names
When writing staff names on badges, you should use:
Size: 14 point type
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Leading: 16 point
Position: right aligned
Colour: black
Centre/service name
When writing the name of your centre/service on badges, you should
use:

Size: 9 point type
Leading: 11 point
Colour: black
Use one line for your centre/service title, or two lines if this title is
longer than a single word.
Job titles
When writing job titles on badges, you should use:

Size: 14 point type
Leading: 16 point
Colour: black
Non-statutory organisations
92
For non-statutory organisations that want to brand badges, follow

the same guidance set out here.
93
Uniforms
Uniforms are an essential item of NHS property. They
need to be marked and branded correctly to help
people identify our staff and services.
When reading this page, follow the general rules for positioning,
sizing and use of the exclusion zone set out in these brand
guidelines.
To allow for flexibility, we have provided four uniform branding
options for you to choose from. Choose the option that works best
for you, and keep our communications principles in mind at all times.
Non-statutory organisations wanting to brand their uniforms should
refer to the guidance in options 1 and 2.
Option 1 using the NHS logo on its own
94
Example using the NHS logo on its own
Option 2 using the NHS logo with other descriptions (eg the
name of a service)
95
Example using the NHS logo with other descriptions
Option 3 using your NHS logotype
Example using your NHS logo on its own
96
Option 4 using your NHS logotype with other descriptions (eg

the name of a department)
Example using your NHS logo with other descriptions
Key points for uniforms

When applying the NHS brand or your logotype to uniforms, you
must:
Follow the general rules of positioning, sizing and use of the
can.
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Reproduce the NHS logo in its original colours, ie NHS Blue

(Pantone 300). However, if the blue base of your garment
material is close to NHS Blue, the logo will not be clearly visible.
In this instance, the logo can be reversed out (put in a white
box with blue lettering).
Reproduce your logotype in its original colours, ie NHS Blue
and black unless the blue base of your garment material is
close to NHS Blue. If so, the NHS logo can be reversed out and
used on its own and should be positioned on the right-hand side
of the garment. The name of your organisation should then be
placed on the left-hand side.
Use Frutiger Roman or Frutiger Bold in NHS Blue, black or
white when writing your organisation name, descriptor text or
other information.
Where practical, position all descriptive text and other
information in the top left-hand corner of the garment.
Joint branding
If you are producing co-branded uniforms with another organisation,
and if both your organisation logotypes need to appear, you should
only use the NHS logo once.
no other logos can be used on NHS uniforms.
Uniform specifications
The specifications for NHS uniforms are as follows:
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The NHS logo on uniforms

Height of logo: 2.5mm
Colour: NHS Blue (Pantone 300) positive or reversed
Positioned: as shown above
Centre/service name
Colour: NHS Blue (Pantone 300) positive or reversed
Position: left aligned
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Vehicles
Vehicles are an essential and very visible item of NHS
property. They need to be branded correctly to help
people identify our services.
Although vehicles come in all shapes and sizes, the core NHS brand
guidelines still apply.
All dedicated vehicles used in the delivery of your services must
carry the NHS logo. Non-dedicated vehicles should not carry the
NHS logo: these vehicles often undertake non-NHS work and we do
not want to mislead the public about their role.
To allow for flexibility, we have provided three vehicle branding
options for you to choose from. Choose the option that works best
for you, and keep our communications principles in mind at all times.
Non-statutory organisations needing to brand their vehicles should
follow option 3 guidance.
Option 1 using your NHS logotype
100
Example of a dedicated vehicle carrying your NHS logotype
Option 2 using your NHS logotype with a description (eg the

name of a service)
101
Example of a dedicated vehicle carrying your NHS logotype with

descriptor
Option 3 using the NHS logo with a description (suitable for

non-statutory organisations and shared services)
Please note: when applying the NHS brand to your vehicles, you
should not use the NHS logo on its own without an accompanying
descriptor.
102
Example of a dedicated vehicle using the NHS logo with a

description
Key points for vehicles

When applying the NHS brand to vehicles, you must:
Ensure that all vehicles reflect our shared identity: no local
design styles can be used.
Set the NHS logo in a clear space and position it top-right
(where possible).
Follow the general rules for positioning, sizing and use of the
can.
Use Frutiger Roman or Frutiger Bold (straight text) in NHS Blue
or black when writing descriptor text or other information.
Avoid placing the NHS logo over a broken background, such as
a large join in a vehicles side-panelling.
103
Joint branding
If you are co-branding your vehicles with another organisation, and if
both your organisation logotypes need to appear, you should only
use the NHS logo once.
no other logos can be used on NHS vehicles.
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Building sites
The NHS is one of the largest and most complex
property portfolios in Europe. In England, we own
9,000 hectares of land and 25 million square meters of
buildings this is equivalent to the size of Bristol.
Every year, we invest almost 2 billion in capital build projects.
These projects give us the opportunity to display the NHS brand and
identity on our building sites to show the public how we are investing
in the future of the health services, and how public money is spent.
It is the main contractor who is responsible for providing and
maintaining any NHS branding on site but any design specification
must be based on these guidelines. This should be clearly stated in
the project contract.
Branding our building sites

The extent to which the NHS brand is implemented on the building
site depends on the size of the project.
If the project has a capital or works value of 100,000 or more,
it must display the NHS corporate identity. This applies to both
publicly and privately funded schemes (ie PFI).
If the project has a capital or works value of less than 100,000
, the project manager can use their own judgement to decide
how to implement these guidelines.
Using these guidelines

Because every project is different and has its own requirements, we
suggest using your judgement and common sense when applying
105
these guidelines. Its important that you implement all the parts of
the guidelines that are mandatory and we suggest you consider the
advisory and optional branding, and apply the ones that are suitable
for your project.
Mandatory branding
Site signs
Commerically let hoardings
Perimeter fencing
Protective clothing
Advisory branding
Tower crane signs
Optional branding
Other branding opportunities
106
Key principles for using the NHS brand at building

sites
Making the brand part of the process

The design and production of NHS-branded material should
form an integral part of the overall contract agreement, and
should be produced in the most cost-effective way possible.
The signage should be an essential part of the original scheme
brief, the approved business case and the design specification.
107
Using the NHS logo

When applying the NHS logo, make sure you download the
original NHS artwork.
Use your judgement to make sure that the NHS logo is used in
an appropriate way and communicates our message correctly.
In general, you should position the NHS logo in the top right
corner of any application. However, there may be products or
applications where it may be more appropriate to place it more
centrally - use your judgement based on the examples shown in
these guidelines.
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Other site signs

On building site signs such as rear site entrance signs
and goods only entrance signs, you should always
display the NHS logo as shown.
Other site signs specifications

Size of NHS logo: the logo should never be smaller than
150mm in height.
Positioning: the blue bar separates the different kinds of
information on the sign. Only the NHS logo and the name of
your organisation should appear above the blue bar, with the
organisation name left-aligned. The rest of the information goes
109
below the blue bar.

Colour: use NHS Blue for the NHS logo and the blue bar. The
background should always be white.
Size of sign: option 1: 900mm x 2700mm; option 2: 1800mm x
2700mm; option 3: 1500mm x 2700mm.
Site signs examples
110
Commercially let hoardings

Its important that any commercially let hoardings (or
billboards) that appear on, or around, the building site
work well together with the NHS identity.
The hoardings should:
communicate an appropriate message to the public.
The hoardings should not:
dominate the site entrance; or
take precedence over the NHS logo.
Hoarding specifications
Size of NHS logo:
Average height hoarding: at least 350mm in height.
Long-distance hoarding: at least 1200mm in height.
111
Commercially let hoardings visual
112
Perimeter fencing
Its important that the fence or wire enclosing the
building site displays the NHS logo.
Fence specifications:
Size of logo: use the standard NHS logo and do not make it
smaller than 350mm in height.
Position: make sure the logos are securely attached and
centred on each section of the fence.
Co-branding on fencing
When co-branding the fencing on a building site, always make sure:
the NHS logo has, at the very least, equal prominence to the
contractors logo;
only one logo is applied on each panel.
113
Perimeter fencing visual
114
Tower crane signs

When using tower cranes on a building site, consider
branding them with the NHS identity.
Tower crane specifications
Size of NHS logo: do not make the logo smaller than 1000mm
in height, unless you believe the location and the height of the
crane allows it.
Position of NHS logo: make sure the logo appears both on the
cross-member counter balance and the tower section.
Colour: if the logo appears on a NHS Blue background, you
should use the reversed-out logo, ie a white lozenge with NHS
Blue lettering. See below for examples of how to produce the
NHS logo.
Safety: make sure the sign is securely and safely attached to
the crane, and does not affect the safe working of the crane.
The sign must also comply with health and safety and other site
regulations.
Co-branding a tower crane

When co-branding a tower crane sign, always make sure the NHS
logo:
has, at the very least, equal prominence to the contractors
logo;
appears on the right-hand side of a co-branded tower crane
sign.
115
Tower crane co-branding visual
116
When using scaffolding on a building site, you should
consider branding the scaffolding sheets.
Scaffolding sheet specifications
Type of sheet: only use translucent sheeting.
Size of the NHS logo: dont make the logo smaller than
240mm.
Position of NHS logo: place the logo in the centre of each
sheet.
Safety: make sure the sheeting is attached securely and
complies with health and safety and other site regulations. Also
make sure the sheeting is maintained and regularly checked.
Co-branding a scaffolding sheet

When co-branding a scaffolding sheet, always make sure the NHS
logo has, at the very least, equal prominence to the contractors
logo.
117
Scaffolding sheeting visual
118
Protective clothing
On a building site, its important that all staff and
visitors wear protective clothing at all times.
Contracted or sub-contracted employees should use their own
branded protective clothing.
NHS employees and NHS visitors must use NHS-branded
protective clothing, including an NHS-branded safety helmet
and an NHS-branded fluorescent tabard, vest or jacket.
The relevant NHS organisation is responsible for providing any
protective clothing at its own cost. Make sure that all protective
clothing complies with health and safety and other site regulations.
Safety helmets
Our preferred safety helmets are white with the standard blue NHS
logo.
If the standard helmets are not available, use the NHS blue safety
helmets with a reversed-out NHS logo.
Safety helmet specifications

Size of NHS logo: 40mm high.
Type of sticker: vinyl.
Position of sticker: centrally on the front of the hat.
Tabards, vests and jackets
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We use fluorescent tabards, vests and jackets with the NHS logo on
the front and back.
Tabards, vests and jackets specifications
Front
Size of NHS logo: 30mm in height.
Position of NHS logo: on the right-hand side.
Back
Size of NHS logo: 100mm in height.
Position of NHS logo: centrally, between the shoulders.
120
Protective clothing visual
121
Further branding opportunities

There are many more ways you could give
prominence to the NHS identity on a building site, such
as using flags and banners, or setting up a portable
on-site office.
Here are some more examples of branding opportunities that you
may want to include in your contract specification.
Portable buildings (on-site offices)
Specification
Colour: NHS Blue (Pantone 300) (best match paint reference:
BSI 18E53).
Portable building visual
122
Flags
Specifications
Type of print: screen-printed.
NHS logo: NHS Blue logo.
123
Flag visual
124
Banners
Specifications
Type of print: screen or electrostatically printed.

Colour: NHS Blue.
NHS logo: NHS reversed-out logo.
Size of NHS logo: must be in proportion to the size of the
banner. Make sure it is legible from a distance.
Position of NHS logo: top right-hand corner.
125
Banner example
126
Tape
Specifications
Colour: white.
NHS logo: NHS Blue logo.
Signs and notices

We use signs and public notices to apologise for the disruption
caused by building work. Consider co-branding the sign or notice
with your main contractor.
Specifications
Position of NHS logo: top right-hand corner.
Font: Frutiger (or Arial if Frutiger is not available).
Text colour: NHS Blue or black on a white background.
127
Signs and notices example
128
Recruitment advertising
Here we provide guidance on how to apply the NHS
brand to recruitment advertising.
You should read this section in conjunction with our guidelines on
the NHS logo, NHS typefaces and the guidance on your local
logotype.
Follow the general rules of logo and logotype positioning, sizing and
use of the exclusion zone set out in these sections. You should also
keep our communications principles in mind at all times.
Type specifications
The recommended minimum type specifications for your
advertisement text are as follows:
Job title
Size: 15 point type
Job details
Size: 12 point type
Leading: 15 point
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Body text
Typeface: Frutiger Roman or Light
Size: 8 point type
Leading: 10 point
Application and contact details

Size: 8 point type
Leading: 10 point
Accountability information

Size: 6 or 7.5 point type
Position: left aligned
Colour: black
The black strip

If you need additional space for text or images, you can use the
black strip featured in the design layout below. Images can be
placed within, or in place of, the black strip area.
Where applicable, recognised marks such as Investors in People
should be centred horizontally within the black strip, as shown.
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Recruitment advertising visual - option 1
131
132
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Websites
This guidance sets out the design style and technical
standards for NHS websites.
It is for NHS communications professionals, web managers and web
design agencies who are building new websites or refreshing
existing sites.
The guidelines apply to all NHS branded sites in England, including
corporate, campaign and staff-facing websites.
The Central Office of Information (COI) publish standards and
guidelines for the whole of public sector online. Rather than repeat
large sections of text, we link to the relevant part of the COI
guidelines wherever possible.
The NHS logo on websites

All NHS websites should carry the NHS logo. You should position
your local logotype in the top right of the website.
If you need to use the national NHS logo you should ensure that the
name of your organisation appears somewhere on the home page
and that the logo is positioned in the top left of your site.
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Planning your website

Consider the following issues before you write the brief
or specification for your site.
Assessing the need for the website
Is a new website necessary

Will it duplicate information already provided elsewhere, for
example, on nhs.uk or NHS Direct Online?
Would your content be better placed on another site in the NHS
health community?
Purpose of the website

How does it fit in with your overall communications strategy?
What other functions, systems and processes will be affected?
Audience
Who is the target audience(s) for the site?
What do they need from the site?
What do you want the audience(s) to do, know or think about
when they are using the site or after they have left it?
What will the users be able to do or see on the site?
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Content and functionality

What content and functionality do you plan to provide?
What content or functionality must be available at launch and
what could be developed at a later stage?
Is the content for the site 'web ready'?
Who is providing the content?
How often will it need to be updated?
How will the updates be managed?
Managing and evaluating the site
Who will manage the site on a day-to-day basis?

What maintenance arrangements need to be put in place?
How will the success of the site be evaluated?
What measurements need to be put in place to get an accurate
picture of the site's performance?
Assigning roles and responsibilities

There are four broad areas of responsibility that need to be allocated
when setting up and managing a website. An external supplier may
take on some of the operational responsibilities. Clear ownership of
the roles and responsibilities will help the site to stay focused on the
needs of your target audiences.
Site strategy: ensuring they fit with your overall
communications strategy. It includes making information
publicly available, control mechanisms for sensitive information,
budgets and other resources.
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Editorial strategy: ensuring the site content is appropriate for

the audience.
Web management: ensuring effective day-to-day site
operation, as well as measuring achievement against
objectives.
Content provision: ensuring all content on the site is current
and that it is published or archived in a timely fashion.
Commissioning the work

You can commission external suppliers to design and build your
website or you may prefer to use your in-house IT team. If the inhouse team is building the site, it may be worth buying in some
design expertise to ensure the site follows the NHS identity.
Brief for the work

Make sure that the brief is clear and understood by all parties.
Any changes to the brief should be agreed in writing.
Whatever you decide, compliance with these guidelines must
be part of the brief.
Maintenance and hosting

Maintenance and hosting are important issues to consider. Even if
you are commissioning external suppliers, your in-house team may
be able to maintain the site on an ongoing basis. If not, maintenance
will be an ongoing cost.
137
If you are contracting out the website build, ask the supplier to make
suitable hosting arrangements as part of the brief. Hosting is usually
charged on a yearly basis.
Getting started checklist

Is the brief clear and agreed by all parties?
Is the purpose of your website clear to users and to the
management team?
Is the site integrated into your overall communications strategy?
Will the site duplicate information available on existing sites or
would the content be more appropriate on another site?
Is there a clear management structure in place? Is everyone
clear on their roles and responsibilities?
Are measurement systems included in the brief?
Is the hosting service fit-for-purpose?
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NHS identity
Using the NHS identity on websites
All NHS websites must conform to the NHS identity. This is not just
about making sure the logo is present and in the right place. All NHS
communications - including websites - must embody the NHS values
and communications principles.
When designing your site, you should ensure that the information
structure, content and navigation - as well as the front-end design supports these values and principles.
The NHS logo

All NHS websites should carry the NHS logo. You should position
your local logotype in the top right of the website.
If you need to use the national NHS logo you should ensure that the
name of your organisation appears somewhere on the home page
and that the logo is positioned in the top left of your site.
All NHS websites should carry the NHS logo or your organisation's
logo. Your communications/corporate identity lead will have ordered
free artwork from the NHS identity team. If they haven't, they can
order artwork from this site using the NHS logotype order form.
The NHS logo has transparent letters, so make sure it is correctly
anti-aliased using the background colour of the page (usually white).
Use a format that reads the NHS logo correctly (ie as transparent).
GIFs do but JPGs do not.
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NHS identity checklist

Do you have the correct logo?
Does it appear top-right on every page?
Have you registered a www.name.nhs.uk address? If
necessary, have you also registered a www.nhs.uk/name
address?
Do all the colours used on your site come from the approved
palette? For more information take a look at the section on the
NHS websafe colour palette.
Is all text using the corporate fonts? More information on fonts
is available in the next section (below).
Are the images and graphics appropriate? Do they support our
values and principles?
Are you communicating with your audience in appropriate
language?
Typefaces for the web

The NHS font family for websites is Arial/Helvetica. These sans serif
fonts are easy to read on screen, and should be the first choice for
using online. The Times font family, a serif font, can be used as an
occasional alternative. Frutiger and Garamond are the other NHS
corporate fonts but only use them for graphics, as they may not
always print correctly.
The NHS serves many people whose first language is not English.
Just as with Roman typefaces, Asian, Cyrillic and other typefaces
have a range of styles. Get advice from a translator on commonly
used fonts. Use one that is clear and simple - test it on readers if
possible. Once chosen, use it consistently.
140
Make sure that the text size can be changed to suit the users
preference. For example, some people choose to increase the text
size to make it easier to select links.
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Website colour palette

As with printed communications, colour can be used in
electronic media to add interest and appeal while
staying true to the NHS look and feel.
The NHS web colour palette uses a different specification system to
the print colour palette. For example, within the web colour palette,
NHS Blue (Pantone 300) is displayed using the hexadecimal
format, HTML 0066CC. The web palette also allows for RGB
variations in electronic presentations.
You should only ever use the NHS web colour palette for electronic
publishing.
Do not use tints of any of the web palette colours.
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NHS web colour palette
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NHS colour palette

There are three levels to the NHS web-safe colour palette.
Corporate colours
Should form the basis for all NHS website design schemes.
As a general rule, backgrounds should be white and text should
be black.
Navigation areas should be white or NHS blue.
Primary colours
Should be used in conjunction with the corporate colours to
highlight key pieces of information.
Make sure they do not overpower or detract from the corporate
colours.
Secondary colours
Developed to support and complement the primary colours.
Each secondary colour should only be used with the
corresponding primary colour.
A secondary colour can also be used to break up a page, which
may ensure that the primary colours do not become more
prominent than the corporate colours.
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Using the colour palette

Do not combine the colours from the three levels to create new
colours - use only the specified colours.
Do not use tints of any of the NHS web palette colours.
Do not use any of the colours to create textures, patterns or
images.
145
Content
The most important part of your site is the content you
provide. Clear, understandable and targeted content is
essential to meeting your audiences' needs and
ensuring they return to your site.
Minimum content requirements
All NHS organisations have a core set of information that must be
held and regularly updated on www.nhs.uk. This information can be
replicated as necessary on an organisation's own website. Make
sure there is no discrepancy between the content on your own site
and nhs.uk.
As a general guide, NHS websites, including staff-facing sites and
those associated with publicity campaigns or other initiatives, should
use the nhs.uk web address and contain:
an NHS logo;
full contact details for the organisation that owns and/or
manages the site;
a clear statement of the purpose of the site and an outline of the
information and services it provides;
any policies, such as terms and conditions, privacy policies etc.,
that are relevant to using the site.
It is also worth considering these content areas:
About us to explain your organisation or campaign's
objectives and responsibilities.
Site map to enable users to orientate themselves to your
website's structure.
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What's new to highlight new content to encourage users to

return to your site.
Help to provide useful tips on how to use the site.
Search to provide a link to the search facility from every page.
Access keys to help people with limited mobility to navigate
the site.
How content is presented

Do not use large blocks of italic or all-caps text, as it is difficult
to read.
Avoid all-caps text; its like shouting at your audience.
Avoid underlined text - it can easily be confused with a link.
Never use flashing or scrolling text as it contradicts our
communication principles and may not be visible to those with
older technology.
How content is read

Users don't read web pages word for word. Instead, they scan for
key points, so text must help scanning and comprehension - as well
as those who use assistive technology. Users should be able to
make sense of text on their first reading.
The following pointers make text easier to understand:
summarise the key points in the first paragraph;
put the most important point first, and the rest in descending
order of importance;
cut text down to at least 50% shorter than the print equivalent;
break text up with clear headings and sub-headings;
use bullet point lists where possible;
147
make sure that each page makes sense in isolation in case the
user has not seen the rest of the site.
Language
Think about the audience you are writing for and use the words you
would use if you were speaking to them. This will help you write
clearly and succinctly in a way that they will easily understand.
Writing in plain English will help all users understand your meaning:
Don't use long or difficult words when shorter or simpler ones
will do.
Avoid jargon and explain any technical terms, even if you think
your audience will understand them.
Use the active rather than passive voice, eg, we will decide
rather than it has been decided
Use short sentences containing one main idea; sentences in a
paragraph should have a common theme.
Only use capital letters where they are really needed; avoid
acronyms and abbreviations.
Other languages
Most web content is written in English, yet we serve a large number
of users who speak English as a second or third language and may
not be able to read it at all.
If you are considering providing information in other languages, first
weigh up:
the advantages of providing this content on the web;
the size of the audience who will use this content;
148
your ability to source and manage foreign language content;

the budget implications.
If you do publish content in other languages, remember that:
all languages do not translate word-for-word - a paragraph in
English could be 30% longer in German and 40% longer in
Hindi;
some languages - for example, Urdu and Arabic - are read from
right to left;
each language should have a bookmarkable index page;
not all web browsers can display a wide range of character
sets;
not all character sets can be published in standard HTML
formats; you may need alternatives such as PDF.
Unless your organisation, campaign or initiative covers Wales as
well as England, you do not need to provide content in Welsh.
Content Checklist
Have the minimum content requirements been covered?

Does it match what is held on nhs.uk (if appropriate)?
Is your content easily scannable and written in plain language?
Have you followed the links policy?
Do you have links to nhs.uk and NHS Direct Online from the
homepage?
Are there any broken links on the site?
Have you complied with the sponsorship and advertising
policy?
Are the legal issues covered?
Has copyright been assigned appropriately?
149
Have the data protection issues been covered?

Do you have a bookmarkable index page for each non-English
language?
150
Accessibility
Alt-tags
Guidance on the use of alternative (alt) text for images is provided
by COI.
Assistive technology
Information on assistive technology is provided by COI.
HTML tables
Guidance on creating accessible tables is provided by COI.
Graphics and multimedia

Guidance on creating accessible audio and video content including
Adobe Flash is available on the COI website.
Accessibility and colour

How you use colour on your site has accessibility implications for
users. These are covered in guidance from the Central Office
Information on delivering inclusive websites.
Always use single, solid background colours from the NHS colour
palette.
More information on using NHS colours.
Accessibility testing
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You must use a range of techniques to test your web pages for
accessibility. Automated testing alone cannot guarantee an
accessible site because certain features cannot be checked by
computer. These include the appropriateness of alt-text, legibility of
text, reliability of colour, etc.
Further guidance on measuring the accessibility of websites is
provided by COI.
W3C WAI recommendations

The minimum standard of accessibility for public sector websites is
set out in the COI guidance on delivering inclusive websites.
Navigation should be clear and easy-to-use on all NHS sites. The
information and services on our websites are only useful if users can
find them. The guidelines below will ensure that users can navigate
your website, regardless of the technology they are using.
Homepage navigation
The homepage file size should not exceed 40k to ensure that the
page is quick to load.
When planning the homepage, make sure:
the homepage is clearly accessible from each page on your
site;
the main navigation menu is on the homepage;
the main sections of your website are one click from the
homepage;
the homepage contains your organisation or initiative's name,
logo and links to a page with your contact details;
152
the home page is linked to both www.nhs.uk and

www.nhsdirect.nhs.uk.
Remember that users don't need to know the filename of the
homepage to find it.
Each page must have a route or direct link back to the homepage
and a link to your contact details.
Graphic navigation
It is not best practice to use images for navigation because they
cannot be resized in line with the text. It is more appropriate to use
styled text to comply with the WCAG guideline 11 "use W3C
technologies".
Further guidance on the use of graphical text is available from the
Central Office of Information (COI).
However, if you do have to use graphic navigation, make sure:
any graphics are consistent and intuitive;
graphics are large enough to display a meaningful alt-text within
their width and height (always use alt-text, even when you are
also providing text navigation);
navigation does not rely on JavaScript and rollovers.
Imagemaps
There are two kinds of imagemaps: server-side and client-side. It is
best to use client-side imagemaps because they have defined areas
for the browsers. These areas must have appropriate alt-text to
describe what they are linking to. It is also important to provide
alternative text navigation to accompany any imagemaps.
153
Pop-up windows, drop-down navigation and splash

screens
The WAI WCAG guideline checkpoint 10.1 states: Do not cause
pop-ups or other windows to appear (spawned windows), and do not
change the current window, without informing the user. This is
marked as Priority 2, so this rule must be complied with to meet AA
rating.
JavaScript is commonly used to create pop-up windows, create
dropdown lists that jump the user to a different part of the website
and to redirect users from splash screens. If JavaScript is used,
ensure that ithe same functionality is available to browsers with
scripting disabled.
Pop-up windows
Pop-up windows triggered by JavaScript do not work on all
browsers. Pop-up windows are useful in certain circumstances, eg
when linking to external sites. However, they should be used
sparingly and with care. A mechanism for effective use of both
JavaScript and non-script new windows can be found at:
http://accessify.com/features/tutorials/the-perfect-popup/.
Drop-down navigation
Avoid using drop-down navigation. Drop-down menus using
JavaScript change the current window immediately without any
warning. This can be disorientating for users with screen readers.
Splash pages
If you do use a splash page, provide clear instructions to the user on
how to proceed from that page and do not automatically redirect the
154
page because this can cause problems for users with screen
readers.
Keyboard shortcuts
Use consistent navigation throughout the website. Include a 'skip to
content' link to help users with a screen reader. This is a link that will
jump to an anchor at the start of the content to allow users with a
screen reader to jump repetitive navigation elements. This link could
be hidden from other users by making it a 1x1 pixel, with appropriate
alt-text, at the start of the page.
Keyboard shortcuts help keyboard-only users (eg users with limited
physical ability) to navigate your site. If you offer this functionality, let
users know that this function is available as soon as they enter your
website.
Further guidance on the use of keyboard shortcuts is available from
COI.
155
Managing your site

Effective content
Make sure you have a pool of reliable content providers.
Quality check the editorial content and make sure it is easily
accessible, navigable and has no broken links.
Clear content with the appropriate people before publishing it.
Check that it is in line with the overall communication strategy.
Reviewed overall content regularly.
Remove or archive content when appropriate.
Effective day-to-day operation

Your web team's broad responsibilities should include:
Maintaining the integrity of the website's structure, content and
availability.
Publishing content and ensuring its consistency and accuracy.
Setting and maintaining your organisation's style guidelines for
the web.
Managing the contract with the hosting service.
Monitoring bandwidth availability and usage statistics.
Keeping internal stakeholders informed of performance against
targets.
Formal documentation
Whether your website is produced internally or by an external
agency, we recommend full documentation at each stage. This will
be a useful reference both for current team members and future
staff.
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Additionally, the following processes and procedures will be useful:
editorial and publishing process;

HTML production process;
production process for other document formats;
house style;
roles and responsibilities;
archiving;
backup;
management of external suppliers (including hosting);
records of software and licence agreements;
record of all domain names and sub-domains registered;
record of permissions granted by third parties for links to their
websites;
record of intellectual property rights permissions obtained for
materials such as text, graphics, audio and video clips;
management of passwords.
Managing your site checklist

Do you have an effective content management strategy?
Is your bulletin board or discussion group moderated
effectively?
Do you have a clear acceptable use policy on the site?
Are the day-to-day operational responsibilities clearly assigned?
Has the site been integrated into your contingency planning?
Do you have an appropriate security policy?
Will you receive useful data to enable you to evaluate the
success of your site?
How frequently will the site be evaluated?
Do you have a full set of management documentation?
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Links
Links enrich the content of any website and users find
them valuable, especially when set in context. We
recommend that links are provided on the page itself,
rather than on a separate 'Useful links' page.
How to link
Make sure your links are relevant to the copy they follow.
Ensure that the actual text of the link would make sense if taken
out of the context of the preceding copy.
Make sure that links are easily recognisable and consistent
throughout the site
Do not use different colours for each section of a website.
Consider following the established convention of highlighting
them in blue, underlined text and reserve this style just for links.
Check regularly for broken links and ensure that links go to the
expected page or site.
Make sure the site has an easy-to-use way for users to report
link problems.
Links should describe the destination and make sense when
read out of context. Therefore, avoid the use of click here, for
example.
Where to link
All NHS sites should link to nhs.uk and NHS Direct Online (
www.nhsdirect.nhs.uk) from the home page. If you wish to obtain a
copy of the NHS Direct logo, please contact your local NHS Direct
communications lead or email sarah.armitage@nhsdirect.nhs.uk.
158
The nhs.uk graphic is available from the NHS Connecting for Health
team.
Link freely to other NHS, DH and other government sites, as
well as local authority, academic or non-commercial sites.
Don't overwhelm users with links.
Make sure they are all useful and relevant.
Many sites publish their links policy on the site. Make sure you
follow their guidance on linking to their site. If no guidance is
given, contact the web manager for permission to link to their
site.
Take care with controversial issues and areas where there is
significant divergence between the NHS and non-NHS
organisations.
Provide balance and give due weight to the official NHS view.
You may link to websites which express an alternative
argument to the official NHS view. However, if the opposing
viewpoint is based on poor evidence, rumour, hearsay, or
uncorroborated personal opinion, don't link to sites supporting it.
NHS sites should not directly link to commercial sites, unless you
are working with a commercial partner. There are two reasons for
this:
Commercial sites may contain biased or unbalanced content,
eg promoting particular products, services or companies over
others. You can deny endorsement through a disclaimer but
users may still believe the link implies some level of approval.
It would be unfair to link to one commercial site and not its
competitors. A perceived 'NHS endorsement' could give the
owning organisation competitive advantage and it is impractical
to link to all competing sites.
159
Bringing users back to NHS sites

Users can become disorientated or lost when exploring links. In the
worst case, they might unintentionally leave your site and be unable
to return. There are two solutions to this problem:
Rely on the user's ability to use the 'back' button on their
browser to get back to your site. This is an internet convention
but it will be frustrating for users who explore links in depth.
Open the link in a new window. Your site stays visible and
accessible but users can end up with multiple open windows,
which may crash some PCs.
Using logos as links

There is no restriction on using logos as links to approved sites.
Don't give out the NHS or your organisation's logo to any
organisation outside the NHS to use as a link without the prior
consent of the DH branding team.
160
Legal information
Legal issues
Information and guidance on legal issues relating to websites such
as copyright, data protection, privacy, disability discrimination and
the Welsh language requirements are available from the Central
Office of Information.
161
Further help and resources

COI Web Standards and Guidelines
http://www.coi.gov.uk/webguidelines/
DH Information Policy Unit:
www.dh.gov.uk/PolicyAndGuidance/InformationPolicy/fs/en
(X)HTML validation: http://validator.w3.org
CSS validation: http://jigsaw.w3.org/css-validator
HTML to XHTML tidying tool:http://tidy.sourceforge.net
Colour contrast analysing tool:
http://juicystudio.com/services/colourcontrast.php
W3C accessibility checkpoints: www.w3.org/TR/WCAG10/fullchecklist.html
e-Government Metadata Standard:
www.govtalk.gov.uk/schemasstandards/metadata.asp
Search Engine Report: www.searchenginewatch.com
162
Further help and information

If you haven't found the information you're looking for,
the FAQs on the NHS Brand Guidelines website may
give you the answers.
http://www.nhsidentity.nhs.uk/need-help
If you need further assistance, please contact the NHS Identity
helpline;
Telephone: 0207 972 5250 or 0207 972 5251
E-mail: nhs.identity@dh.gsi.gov.uk
Other resources
NHS Comms Link
A secure 'one-stop shop' enabling NHS Communicators to share
news, resources, ideas and experiences.
http://www.nhscommslink.nhs.uk
NHS Picture Library
Online resource for the NHS and relates social care organisations
http://www.nhs.uk/photolibrary
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NHS Brand Guidelines | National organisations | 29 January 2015

NHS Brand Guidelines | National organisations | 29 January 2015

NHS Brand Guidelines | National organisations | 29 January 2015

Here are the NHS brand guidelines for national

NHS Brand Guidelines | National organisations | 29 January 2015

Working with the NHS logo

NHS Brand Guidelines | National organisations | 29 January 2015

Dos and donts

NHS Brand Guidelines | National organisations | 29 January 2015

The NHS logo in NHS Blue (Pantone 300)

The NHS logo in black

NHS Brand Guidelines | National organisations | 29 January 2015

The NHS logo reversed out of an NHS Blue background (Pantone

The NHS logo reversed out of a black background

Dos and don'ts:

NHS Brand Guidelines | National organisations | 29 January 2015

The exclusion zone

NHS Brand Guidelines | National organisations | 29 January 2015

The clear space (shown here as X) is proportional and is defined as

NHS Brand Guidelines | National organisations | 29 January 2015

NHS logo size guide

NHS Brand Guidelines | National organisations | 29 January 2015

Stationery, such as an A4 letterhead or a business card, have a

Where do I get the NHS logo?

NHS Brand Guidelines | National organisations | 29 January 2015

The names of NHS services

NHS Brand Guidelines | National organisations | 29 January 2015

If you are thinking of changing the name of your organisation, you

NHS Brand Guidelines | National organisations | 29 January 2015

Your NHS logotype

Key style points

NHS Brand Guidelines | National organisations | 29 January 2015

Avoid using abbreviations on letterheads and in publications, with

Your NHS logotype and the NHS logo

The exclusion zone

NHS Brand Guidelines | National organisations | 29 January 2015

Ordering your logotype

NHS Brand Guidelines | National organisations | 29 January 2015

NHS Brand Guidelines | National organisations | 29 January 2015

Primary NHS typeface: Frutiger

NHS Brand Guidelines | National organisations | 29 January 2015

logotypes for the first time.

Frutiger Regular Italic

NHS Brand Guidelines | National organisations | 29 January 2015

Frutiger Light Italic

NHS Brand Guidelines | National organisations | 29 January 2015

Frutiger Bold Italic

Secondary NHS typeface: Arial

Main use: internal communications

NHS Brand Guidelines | National organisations | 29 January 2015

Arial Regular Italic

NHS Brand Guidelines | National organisations | 29 January 2015

Arial Bold Italic

Other secondary typefaces

NHS Brand Guidelines | National organisations | 29 January 2015

NHS Brand Guidelines | National organisations | 29 January 2015

Garamond Bold Italic

Times New Roman

NHS Brand Guidelines | National organisations | 29 January 2015

Times New Roman Regular

Times New Roman Italic