NHS logo

The role of the 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.

By using the NHS logo and corporate identity consistently and correctly, you will help patients and the public to:

• identify and access NHS services;
• understand that the service they receive will be delivered in line with NHS standards and values; and
• feel reassured that the service is part of their wider NHS treatment.

Working with the NHS logo and commissioning Primary Care Trust (PCT) NHS logotype

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 provided by your commissioning Primary Care Trust (PCT).

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.

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.

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.

Using the NHS logo with third party provider logos

GP Health Centres should be clearly NHS branded with the Primary Care Trust (PCT) NHS logotype in a lead position.

If a third party provider has a logo, and wants to display it, the specifications for co-branding are as follows:

• Positioning: the Primary Care Trust (PCT) NHS logotype must always be positioned in the top right-hand corner; a provider logo in the bottom right-hand corner (see example).
• Size: A provider logo or logotype must not be larger than the NHS lozenge. This is determined by the height of the NHS lozenge (shown as X)

NHS logo and your commissioning Primary Care Trust (PCT) NHS logotype example

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.

Margin

For all publications other than stationery, the margin spacing for the logo is equivalent to the logo clear space at the appropriate size.

Stationery, such as an A4 letterhead, has a specific margin measurement, details of which can be found in the stationery section.

Last updated: 29/04/10