Introduction to the NHS brand

1
Introduction to the NHS brand
2
What does this presentation cover?

• Background to the NHS brand - and why it is
  important
• Getting it right an overview of the corporate
  identity guidelines
• Further information and support

3
Background to the NHS brand

• Single corporate identity introduced 1998/99
• Corporate identity reflecting national policy
• move from internal market to one NHS
• Local desire for clarification around identity
• moving on from logo soup
• Making services visible
• clarifying what is or is not an NHS service

4
The power of the brand

• Over 90 unprompted recognition of NHS identity
• Very high levels of trust and integrity
• Trusted as a credible and impartial deliverer of
  health services and health information
• Has the ability to arrest and inform
• Compiled from MORI research

5
The NHS is changing

• Services are being delivered in new ways by
  different organisations
• NHS is becoming more patient led more
  personalised services with choices for patients
• We need to help the public navigate this more
  diverse healthcare system

The NHS brand plays a crucial role in doing this
6
The role of the brand

• The NHS brand can help and reassure the public by
  
• signposting accountability
• easing access
• communicating values
• It is critical that the NHS brand identity is
  used consistently and prominently to achieve this

7
Consistent use of the NHS brand
8
Getting it right -An overview of the
corporate identity guidelines
9
The NHS brand
Products
Logo
All NHS services, information and advice/support
Comms principles
Modern Straightforward Professional Caring Respect
ful Honest
Values
Colours
Health Care Professionalism Efficiency
Equality Choice
Design elements
Frutiger font
10
The logo

• Exclusion zone
• Minimum recommended size is 10mm on A4
• Download the logo from the NHS Identity Website
  at www.nhs.uk/nhsidentity
• The logo is a registered trademark

11
The logo

• Use NHS Blue (Pantone? 300), black or white
  reversed out of a colour from the colour palette
• Never reproduce as tints

12
Different logotypes for different organisations

• National example
• Local example
• Non-statutory example
• (Non-legal - accountable to
• one or more statutory organisation)

13
Local logotypes

• Use the full and legal name of organisation
  (refers back to accountability)
• Use logotypes in their original blue and black,
  solid black or white only
• Each NHS organisation is issued with its own
  logotype free of charge
• Order new or replacement artwork from the NHS
  Identity Helpline on 020 7972 5250

14
No new logos why?

• No new logos to be developed within the NHS as
  they
• Compete with and compromise the integrity of the
  NHS logo.
• Do not demonstrate a direct line of
  accountability for the information and services
  provided
• Hold no immediate recognition to the public which
  already recognise and trust the NHS logo.
• Incur unnecessary costs in their development and
  implementation.

15
Positioning of the NHS logo

• Correct position top right
• Secondary position is bottom right
• Logo may only appear once on any communications
  including when NHS organisations are working
  together

16
Partnership

• When NHS organisations are working together
• Use NHS logo once
• List names or partner organisation elsewhere
• Or use a description such as The NHS in Cumbria
  and Lancashire

17
Colour

• Blue is synonymous with the NHS
• NHS Blue (Pantone? 300)
• Secondary colour palette - modern and vibrant
• Large range including tints - 13 colours each
  with 9 tints

18
Fonts

• Frutiger should be used on all NHS professionally
  printed communications
• Use Arial for work produced internally
• You can also use Garamond and Times New Roman
• Minimum size 12 point for accessibility

19
Imagery

• Use of photography is encouraged over
  illustration
• Consider appropriateness of chosen imagery
• Must reflect our communication principles
• No text over graphics
• Use the newly redeveloped NHS Photo Library
  www.nhs.uk/photolibrary

20
Words

• Use plain English
• Our communications principles
• Straightforward
• Clear
• Accessible
• Honest
• Tone of voice appropriate to audience
• Short sentences

21
Corporate vs Marketing material

• Corporate literature such as letterheads,
  business cards and compliments slips must follow
  strict layout guidelines
• www.nhs.uk/nhsidentity
• Marketing and patient information communications
  have greater design flexibility
• Must still be clearly owned by the NHS and
  support NHS values
• Develop within the NHS corporate identity
  guidelines

22
Creating your own design style

• Create an individual look and feel for products
  and initiatives within the NHS identity by using
• Colour 14 different colours in the NHS colour
  palette
• Font different weights and styles of the NHS
  typeface Frutiger
• Imagery and graphics consistent placement and
  style of imagery, thereby creating a design
  template
• New guidance available The NHS Identity at a
  local level Developing a design style for your
  organisation

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Example
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Further information and support

• NHS Identity Website www.nhs.uk/nhsidentity
• NHS Identity Helpline
• Tel [phone] or 020 7972
• Fax [phone]
• E-mail nhsidentity_at_dh.gsi.gov.uk