Children's trusts

Here are the NHS brand guidelines for children’s trusts.

You can print and/or download all of these guidelines by clicking on the PDF link on this page.

Background

As every children's trust is different, there is no single solution for branding. When you are developing your local solution it is important to remember that children's trust pathfinders are not separate legal entities. The local authority will be responsible for developing the children's trust and achieving successful outcomes, but each organisation participating in the trust will retain accountability for the services they provide.

So, when it comes to corporate material it is important that you follow the appropriate corporate identity policies. NHS organisations need to use the NHS identity consistently and correctly to help the public and patients navigate a more diverse healthcare system; reassuring them that they are receiving a free NHS service in line with NHS values. Local authorities and other partners involved in the children's trust pathfinders will have their own identities with specific corporate identity guidelines.

Each organisation within the children's trust should have a nominated contact for corporate identity issues. The communications lead at the participating NHS organisation should be the first point of contact for advice and guidance about using the NHS identity correctly.

We do not permit the development of a new identity and logo for your children's trusts for the following reasons:

  • Accountability: children's trust pathfinders are not separate legal entities and accountability for the services provided remain with the service provider. The service provider identity should therefore be used to demonstrate this line of accountability.
  • Recognition: the NHS mark has a 95% spontaneous recognition rate amongst the public and has high levels of trust and credibility. The local authority logo would similarly have high levels of recognition with the local public. Both these logos are already recognised as deliverers of health and social care services. A new logo would not have this intrinsic recognition and meaning.
  • Cost: when stationery, signage and other communications material already exist, the development and implementation of a new logo would only add unnecessary cost.

Each organisation involved in the children's trust will have guidelines for the use of their corporate identity and, specifically, their logo. For instance, the cornerstone of the NHS corporate identity is the NHS logo. The preferred logo positioning is top right with bottom right being an alternative position. However, the preferred position for partner logos may conflict. In such a situation an appropriate local solution needs to be decided.

You will need to consider which organisation is the lead on the project. When using other organisation's logos, pay attention to each logo's exclusion zone and minimum size, and ensure that each is shown in equal proportion to other identities.

Last updated: 14/07/08