NHS Launch New Identity Guidelines

— 2 minutes read —
NHS brand guidelines

The first week in January saw the launch of the new NHS Identity Guidelines.

The core of the identity remains steadfast, such as the iconic NHS logo, the use of Frutiger and Arial and the colour palette. The new online guidelines, however, are presented in a more modern, easy-to-use interface than their predecessor, with guidelines for modern applications including apps and social media usage as well as a tonne of helpful Identity examples!

NHS logo and font

Core elements from the NHS Identity

NHS colour palette

NHS colour palette and tints


The guidelines have also been rewritten, and as a regular NHS suppliers we love them for it! The format, layout, organisation and content is certainly a lot more easy to understand from an application perspective!

The guidelines are broken down into 2 sections:

    1. Identity Guidelines, and
    2. Identity Examples

1. Identity Guidelines

The Identity Guidelines are super easy to navigate, the layout and categorising of the various guideline categories make it a much less painstaking experience for NHS staff and design firms alike.

The Identity Guidelines include usage information for:

  • Colour
  • Fonts
  • Imagery
  • Naming principles
  • NHS logo
  • Organisational logos
  • Partnership branding
  • Partnership logo
  • Primary care logo
  • Service branding
  • Suppliers of branded items
  • Tone of voice
  • Visual styles, graphic devices and straplines
  • Who can use the NHS Identity?
  • Who cannot use the NHS Identity?
NHS identity guidelines 2017

NHS identity guidelines 2017

2. Identity Examples

The Guidelines include a wealth of examples for all aspects of usage and situations, broken down into 16 categories:

  • Apps
  • Campaigns
  • Exhibitions and events
  • Income generation
  • Leaflets and posters
  • NHS service logo
  • Partnership – mixed
  • Partnership – NHS
  • Reports
  • Signage
  • Social media
  • Stationery
  • Uniforms and identification
  • Vehicles
  • Visual style, graphic devices and straplines
  • Websites
NHS identity examples 2017

NHS identity examples 2017

Below are extracted examples from this this section, which can be found on the following pages:

Provider partnership delivering an NHS service
Twitter profile for an NHS organisation
NHS organisation’s app

NHS identity modern examples

NHS identity application – modern examples

Since the launch the NHS brand guidelines have moved home on the internet and can now be found here:


Make sure you’re kept in the loop with further updates by signing up to the NHS Identity Updates email at the bottom left of the footer on the NHS Identity Guidelines.

Middlewood Partnership


Angela Roche