PRINT MANAGEMENT
The NHS logo is one of the best-recognised in Britain and lends a real sense of authority and reassurance to anyone who uses it. Adam Hewitt reports.
P
rior to 1999, the NHS and its constitu- ent organisations made use of more than 600 separate logos.
This confusing array of brands, messaging and identities was standardised via the use of the single corporate identity, meaning the separate organisations were no longer ‘competing’ for the public’s attention.
It also saved millions of pounds in design costs and the simple standardisation of eve- rything from uniforms and letterheads to signage and displays.
Every organisation owned and run by the NHS now uses the main NHS brand, which, with spontaneous public recognition at more than 95%, is one of the best-known in the country.
It is also well-known globally, as Jim Eas- ton, the national director for improvement and effi ciency for the NHS in England, told the Association of the British Pharmaceuti- cal Industry (ABPI) annual conference on May 25. He said that it is an especially pow- erful brand in India and China.
Protecting this brand and using the main logo correctly is a big task for NHS commu- nication managers and everyone involved in representing the organisation externally to the public.
Identity In its own guidelines, the NHS says: “Our
The logo itself must not be interfered with in any way, and should not be re-drawn or attempts made at re-creation, or to embed it within other shapes or images. It is a registered trademark owned by the Depart- ment of Health.
It should also be used just once on any one page, except for graphic displays, and
64 | national health executive May/Jun 11
identity is important. It affects how people think and feel about the NHS. Our identity is largely shaped by what we do – treating illness and promoting health. But our com- munications also play an important part in defi ning who we are. Across all media and materials, our communications need to express and support our NHS values and principles. At a time of change within the NHS, our communications are essential to helping the public and patients navigate a more diverse healthcare system. Through our communications, we also need to reas- sure people that NHS standards are being maintained.
“By using the NHS corporate identity cor- rectly, you can help to reassure people that services are part of the NHS family, and that these services are being delivered in line with our values.
“Central to the NHS identity is the one logo policy. The guidelines do not allow new or alternative logos to be used within the NHS, including new logos for campaigns, units, programmes etc. This is to avoid compet- ing with the NHS logo and compromising its integrity.”
The brand guidelines mean that everyone using the brand should ensure it is clear and professional, cost-effective, straight- forward, modern, accessible, honest and respectful.
should not be used to replace the letters NHS in a piece of text.
Any colour – as long as it’s NHS blue
The NHS has clear guidance on everything from the type of blue that should be used – Pantone 300 – to the 13 subsidiary colours and ten tints, to PowerPoint templates, an image library and specifi cally tailored ad- vice for every type of organisation wanting to use the NHS brand, from mental health trusts to opticians to walk-in centres to the national NHS organisations.
There is also linked guidance to promote easier viewing under the Disability Dis- crimination Act for those with reduced sight.
The standard NHS typeface is Adobe Fruti- ger, with Arial as the secondary format.
How it looks
Perception is an important part of the brand guidelines, as with all external communications.
The guidelines state: “Colours such as fl uo- rescents or metallics may be used for spe- cial 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.”
FOR MORE INFORMATION Visit
www.nhsidentity.nhs.uk
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84