Nhs Foundation Trusts Guideline

NHS foundation trusts
PDF created: 21 September 2011 For the latest updates, see the NHS Brand Guideline website at http://www.nhsidentity.nhs.uk
We may at any time revise the online guidelines. Please check regularly. Continued use of downloaded NHS Brand Guidelines after a change has been made online is your acceptance of the change.
NHS Brand Guidelines | NHS foundation trusts | 21 September 2011
Contents
Introduction NHS logo Naming Your NHS logotype NHS typefaces Web colour palette Imagery Tone of voice Working in partnership Programmes and initiatives Stationery Letterheads Compliments slip Business cards Fax-header paper Media information Envelopes and labels Stationery checklist Signage Main signage Internal and wayfinding signage Property Badges Uniforms Vehicles Building sites Identifying NHS building sites Other site signs Commercially let hoardings Perimeter fencing Tower crane signs Scaffolding sheeting Protective clothing Further branding opportunities Recruitment advertising 1 4 12 15 19 30 32 36 38 39 42 44 48 51 54 56 58 61 62 63 77 79 81 86 92 97 101 107 109 111 113 115 117 120 127
Websites Planning your website NHS identity Website colour palette Content Accessibility Managing your site Links Legal information Further help and resources Further help and information
132 133 137 140 144 149 154 156 159 160 161
Introduction
Here are the NHS brand guidelines for foundation trusts.

You can print and/or download all of these guidelines by clicking on the PDF link on this page.
Background
Although NHS foundation trusts have independent status within the NHS, their main purpose is to operate in a system that upholds the values and principles of the NHS. If you are part of an NHS foundation trust, you will have locally agreed, legally binding contract arrangements with host PCTs. These include a clause on abiding by the NHS brand guidance. If you want to be considered for authorisation as an NHS foundation trust, you must secure the support of the Secretary of State before you apply to Monitor (the independent regulator of NHS foundation trusts). In seeking the support of the Secretary of State, you will have to undergo a public consultation process with your local community and key stakeholder groups.
Some NHS trusts may choose to use their bid for foundation status to consult on a name change and should follow the guidance set out in the naming section of this website. Once authorisation has been granted by Monitor, the Department of Health branding team will send you a new NHS logotype. You should use your new NHS logotype in all circumstances when providing NHS services, including for branding facilities, services and communications materials. Such materials include: Signage Uniforms Stationery Annual reports Patient information Marketing materials Websites Badges Vehicles Recruitment advertising.
Your trust can make the transition to your new identity when it is practically and economically feasible to do so, for example when you have exhausted existing supplies of stationery or want to update property such as signage through planned replacement programmes. For all materials that you produce, you must follow the NHS corporate identity guidelines set out on this website. Using the NHS corporate identity correctly makes it easy for patients and the public to be reassured that NHS foundation trusts are part of the NHS family, providing NHS services in line with its values.
This section sets out how the NHS corporate identity should be used across all of your communication materials and covers signage, stationery, badges, uniformsand vehicles. Please note: you should only apply the NHS logo/your NHS logotype to your NHS facilities, services and information. You may not use the NHS logo on any private services you offer or any associated marketing of these services.
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.
Working with the NHS logo

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, which can be downloaded from this site: download the NHS logo. 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.
Dos and donts Do: make sure you use the NHS logo consistently and correctly; only use original digital graphic files. Dont: alter the NHS logo in any way; embed the NHS logo in a line of text; use the NHS logo more than once on single sheet, unless on a graphic display.
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.
The NHS logo in NHS Blue (Pantone 300)
The NHS logo in black
The NHS logo reversed out of an NHS Blue background (Pantone 300)
The NHS logo reversed out of a black background
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.
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. If this is not possible, use the bottom right-hand corner instead.
NHS logo size guide
Margin
For all publications other than stationery, the margin spacing for the logo is equivalent to the logo clearspace at the appropriate size.
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Stationery, such as an A4 letterhead or a business card, have a specific margin measurement, details of which can be found in the Stationery section.
Where do I get the NHS logo?

You can download the NHS logo as an original graphic file from this website, providing you agree to the terms and conditions of use. If you wish to use the logo in any other way, or if you are downloading it to pass on to a third party, please see the help section. Remember: the NHS logo is a registered trademark. If you are in any doubt about its use or have any other questions, please go to the help section.
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Naming
The name of an organisation is a crucial part of its identity. It is important that the names of all NHS organisations are comprehensible and clear.
This is to enable patients and the public to identify our organisations and understand their roles. Although NHS foundation trusts have independent status within the NHS, they operate in a system that upholds the values and principles of the NHS. If you are part of an NHS foundation trust, you will have locally agreed, legally binding contract arrangements with host PCTs. These include a clause on abiding by the NHS brand guidelines, which extends to the naming of your organisation. The name of your NHS foundation trust must: be clear and descriptive not conceptual or abstract; be written out in full without the use of acronyms or abbreviations; contain a geographical reference where possible; and include the words NHS Foundation Trust in the name.
The names of NHS services

When naming an NHS service, you should follow the principles set out above. You should also consider what will make most sense to service users. Remember to avoid medical jargon and ensure that the chosen name is used consistently across signage, appointment letters and other communications materials. This will help to improve patient understanding of, and access to, services.
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Name changes
If you are thinking of changing the name of your trust on achieving foundation status, you should consider the following: Your current name may be well known and well recognised; it could be costly and time-consuming to implement and raise awareness of a new name. Will a name-change help you to achieve your objectives? A name can only do so much, and you may wish to consider other ways to market your organisation, such as raising awareness of your services and promoting your reputation. You should also ensure that a new name does not clash with the names of other NHS organisations, as this could cause confusion. It is worth noting that in recent cases where trusts have considered non-geographical names as part of their bid for foundation status, the proposed name changes were reconsidered following public consultation.
Approval for name changes pre-authorisation NHS trusts considering a name change as part of their bid to become a foundation trust should consult with their contact in the Department of Health's foundation trust applications team. Once authorisation is granted by Monitor, the constitution of your NHS foundation trust must name the organisation.
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Approval for name changes post-authorisation If you want to reflect a name-change in your constitution following authorisation, you should approach Monitor. Their contact details are: Legal Team Monitor - Independent regulator of NHS foundation trusts 4 Matthew Parker Street London SW1H 9NL 020 7340 2400
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Your NHS logotype

All NHS foundation trusts have logotypes based around the NHS logo. When constructing your NHS logotype, you should follow these guidelines closely. You should also ensure that you use the NHS logo correctly and consistently.
The essential elements
Your NHS logotype is made up of three main components. These are: The NHS logo; Your organisations name; Your organisations descriptor. Your organisations name is positioned to the left of the NHS logo, while your organisations descriptor should appear below your local name.
Key style points Neither your logotype, nor the NHS logo, can be altered or added to in any way. You should not apply any additional keylines to your logotype or place your logotype in a box or any other shape. For your logotype and key branded materials, always use your organisations full and correct legal name, as set out in your Establishment Order or Terms of Authorisation for Foundation Trusts. Never use ampersands in your name (write the word and in full), and always use commas to separate place names.
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Avoid using abbreviations on letterheads and in publications, with the exception of St for Saint and NHS for National Health Service. Abbreviations can be used on smaller items, such as security cards, but they should still be printed in the correct style. Finally, do not insert any text, images or graphic detail in your logotypes exclusion zone. NHS logo, organisation name and descriptor
Your NHS logotype and the NHS logo As an NHS organisation, you should use your own NHS logotype to demonstrate ownership of and accountability for materials that you produce. You can use the NHS logo on its own, but you should always ensure that the name of your organisation appears somewhere on your materials. You can also use the NHS logo on its own if there is not enough space for your organisation logotype.
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The exclusion zone The exclusion zone is the clear area around your logotype in which nothing else should appear. It helps to ensure clarity and readability and improve the overall impact of your logotype. You must not insert any additional words, images or graphic details within the exclusion zone. This clear space (X) is proportional and defined as the height of the NHS logo.
Colour You can reproduce your NHS logotype in NHS Blue and black, or even just black, when printing on a solid NHS Yellow or white background. On other coloured backgrounds, logotypes should preferably be printed white out of the background.
Ordering your logotype

You can order your NHS logotype free of charge by filling out our online order form.
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If the name of your organisation is too long for its designated space, a second two-line version will be supplied. If your local name is short, only one version will be supplied. Your communications team should have an original copy of your logotype artwork, so check with them before making your order.
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NHS typefaces
Typefaces are an important part of the NHS identity. The consistent use of the NHS typefaces is essential to helping us establish a recognised and professional brand. These typefaces must be clean, clear and easy to read. It is vital that they are used correctly across all services, messages and materials.
Different typefaces have different roles and uses within NHS communications, as shown here.
Primary NHS typeface: Frutiger

Adobe Frutiger is a modern and flexible typeface. It should be used on all professionally printed NHS communications, such as: stationery forms packaging. Frutiger is ideal for headings and text, and is also very effective when used in: diagrams; charts; tables, or when; presenting technical information.
You can use Frutiger in different weights, styles, sizes and colours to create your own unique design style within your documents. We supply all NHS organisations with a single licensed copy of the Frutiger typeface for both PCs and Apple Macs when they order
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logotypes for the first time. Main use: professionally produced materials. Preferred format: light, regular and bold. Frutiger Regular
Frutiger Regular Italic
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Frutiger Light
Frutiger Light Italic
Frutiger Bold
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Frutiger Bold Italic
Secondary NHS typeface: Arial

You can use Arial for internally produced documents as an alternative to Frutiger. It is the preferred typeface where Frutiger is unavailable. Arial is particularly good for: diagrams tables breaking up text. Similar typefaces include: Helvetica Swiss Geneva Univers.
Main use: internal communications Preferred format:regular, bold and italic
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Arial Regular
Arial Regular Italic
Arial Bold
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Arial Bold Italic
Other secondary typefaces
Garamond Garamond is a good typeface to use in body copy. It reads easily and complements Frutiger. Garamond Roman should be used where available, supported by italic and bold typefaces for printed materials. If a copy of Garamond is not available, contact your local printer. They are likely to hold a licensed copy for printed materials. Main use: body copy. Preferred format: Roman, supported by italic and bold for printed materials.
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Garamond Regular
Garamond Italic
Garamond Bold
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Garamond Bold Italic
Times New Roman If Garamond is not available, you can use Times New Roman instead. Times New Roman is available on most computers and may be used for correspondence and internally produced documents. Main use: body copy, correspondence and internally produced documents. Preferred format: normal, Roman, regular, supported by bold and italics where appropriate.
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Times New Roman Regular
Times New Roman Italic
Times New Roman Bold
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Times New Roman Bold Italic
Alternative typefaces
Although Frutiger should be used wherever possible, there may be occasions when other fonts are more appropriate. For example, to add graphic interest to a printed communication aimed at young people, you could use an alternative typeface for publication titles and headlines. The alternative typeface must, however, conform to the NHS communication principles of clarity and accessibility. It must also help to include, engage and inspire the target audience.
Foreign language fonts

We want the NHS to be accessible to all people at all times; to provide quality and equality of service, and parity of experience. To do this, the language needs of our local communities need to be taken into consideration. You may need to think about producing your materials in translation, and there will be occasions when foreign language fonts are required. As with Roman typefaces, Asian, Cyrillic and other typefaces attract a range of styles. A local specialist translator and/or typesetter will be able to advise you on these styles and on commonly used fonts. Try to use a font that is clear and uncomplicated. If possible, test it out on your target audience before going to print.
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Remember that a text is more legible if it is: non-italic; against a background which is in strong contrast to the type.
Accessibility And because certain NHS audiences may have accessibility issues or print disabilities, the minimum typeface size for body copy is 12 point.
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Web colour palette

As with printed communications, colour can be used in electronic media to add interest and appeal while staying true to the NHS look and feel.
The NHS web colour palette uses a different specification system to the print colour palette. For example, within the web colour palette, NHS Blue (Pantone 300) is displayed using the hexadecimal format, HTML 0066CC. The web palette also allows for RGB variations in electronic presentations. You should only ever use the NHS web colour palette for electronic publishing. Do not use tints of any of the web palette colours.
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NHS web colour palette
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Imagery
Photography and illustrations are powerful and emotive tools that express our values just as strongly as colours and typefaces.
The NHS is not only about making people well. Its also about keeping them healthy and helping them to make informed choices about their health. And the images that we use in our communications need to reflect this. When selecting images for use in NHS communications, think about whether they: tell people that we value professionalism, equality and accessibility; enhance the reputation of the NHS and reflect the pride we have in our work; adhere to our communications principles.
Using pictures
Images and graphics are widely used in the NHS. For example: murals on a childrens ward; photographs in an annual report; illustrations on a website; diagrams in a patient leaflet.
All of these images communicate in different ways, and all will say something about our identity and our values.
Images in support of our principles
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Images and illustrations can enhance our publications if they follow and express our principles. Its difficult to give hard and fast rules about such a varied subject, but the following points and examples give some guidance.
Our core purpose is health Good example: pictures that support, or dont contradict, our messages about healthy lifestyles. Bad example: people enjoying smoking, or taking risks that might lead to accidents. Comment: not every picture actually has to promote health, but avoid those that contradict our core purpose.
We are a people organisation Good example: pictures of real people staff, patients, the public. Bad example: endless pictures of buildings or equipment. Comment: obviously, not every picture has to be of a person, but if its a straight choice between a building and a person, choose the person.
We respect people Good example: pictures that show we care and understand.
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Bad example: a funny cartoon of a patient suffering from stress; a drawing of an elderly person that reinforces a stereotype; a modern art mural that might shock or offend. Comment: this is sometimes a difficult principle to judge. Use your instinct if it makes you feel uncomfortable, its probably wrong. Using humour in a healthcare environment can appear disrespectful. Only use humour if you can do so in a way that shows professionalism, respect and care.
We must be straightforward, accessible and clear Good example: clear diagrams, sharp pictures, well-drawn maps. Bad example: tiny photos, diagrams that have been photocopied so many times they are unreadable. Comment: this applies mostly to images that are intended to give information. With drawings, use well-drawn pictures that are easy to understand. They can be modern or stylized so long as they are professional and clear.
We serve a diverse population, in a range of settings Good example: pictures of young and old, men and women, people from different ethnic backgrounds, in hospitals, homes, ambulances, GP clinics. Bad example: a photo selection where every face is young and white.
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Comment: not every image can show every range but think about the overall message that your picture selection is giving.
We must be effective Good example: a drawing that shows clearly what a leaflet is about. Bad examples: a design behind text that makes the print difficult to read. Comment: think about the purpose of the picture and make sure it does its job well.
These guidelines
These guidelines should help you think about images, but they cannot cover every decision you have to make. You need to use your judgment and discretion. In particular, avoid clipart or any other prefabricated images from the internet. These suggest a lack of effort and imagination, and can risk looking like a crude cut and paste, rather than careful selection. The quality of such images, like that of other illustrations, can also be hard to control. In general, photography offers a stronger and more accurate representation of real life. In most environments, photography is preferable to cartoons and illustrations. When searching for photography, make use of the NHS Photo Library, www.nhs.uk/photolibrary, which contains a vast range of relevant and sensitive images.
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Tone of voice
Our written communications should be clear, concise, honest and open.The words we use should closely follow and support our principles and values.
They need to demonstrate our: professionalism; clarity; respect; accessibility; straightforwardness.
If you are writing on behalf of the NHS, make sure your material is personal and direct: Could your text be spoken out loud to the reader? Does it sound as if its being addressed to an individual?
Respect, understanding and accessibility

By the nature of what we do, we often communicate about difficult, and sometimes painful, subjects. With this in mind, it may help to ask: Do your words communicate genuine understanding and respect? Do they empower and inform the reader or listener? Similarly, due to the complex subjects we deal with, the words we use need to be as simple and accessible as possible. This means they need to be:
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free of jargon; free of acronyms; and free of overly technical language. Putting a quality assurance system in place will help to ensure that all staff members communicate to an agreed standard. Training programmes and workshops can help to engage people with the importance of communication and the power of words. We should also be conscious of contributing to the good reputation of the NHS. Does what we say add to or detract from the confidence people have in the health service?
One-to-one communication with patients and the public

Every time you communicate with a patient or a member of the public, you are acting as an ambassador for the NHS. You are projecting the NHS identity. Remember, first impressions count, and what you say and how you say it will impact on that persons confidence (positively or negatively) in our ability to do a good job. Putting a quality assurance system in place will help to ensure that all staff members communicate to an agreed standard. Training programmes and workshops can help to engage people with the importance of communication and the power of words. The simplest things can influence how the NHS is perceived. Think how many letters get sent out every day from, and on behalf of, the NHS. Always be aware of what these letters say about us as an organisation.
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Working in partnership
Where two or more NHS organisations are working in partnership, the NHS logo should be used only once on the page, in the top right position. The names of the NHS organisations can be listed elsewhere on the page in text outside the NHS logo exclusion zone, for instance: 'Anyshire Primary Care Trust and Midshire Primary Care Trust' or using a description The NHS in Anyshire.
Working in partnership with non NHS organisations

Comprehensive guidance regarding working in partnership with non NHS organisations is available in our communication partnerships section.
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Programmes and initiatives

An organisation as large as the NHS runs many initiatives and campaigns. Health promotion campaigns, initiatives to encourage good practice within the NHS and local projects to change health services should all be clearly owned by the NHS and support the reputation of the health service.
Some guiding principles:
Position the NHS logo, or your organisation logotype, in the top right-hand corner of all materials to demonstrate ownership of all NHS initiatives. Do not create a separate symbol, picture or text style that is used as a logo for an initiative. The name of the initiative should be written in the NHS typeface, Frutiger, outside the exclusion zone of the NHS logo or your organisation logotype. If your initiative needs letterhead, you should use the letterhead of your parent organisation. The name of the initiative can be printed as the first line of the address, and this can be in NHS Blue for emphasis if required. For guidance on producing further stationery items please follow the style set out in the guidance for non-statutory organisations on letterheads, compliment slips and publicity materials. Your initiative can have a strong visual link to your local level NHS identity. There is considerable flexibility in the NHS guidance in terms of colour palette, range of typefaces and use of words. Detailed guidance on creating a design style for your programme or initiative can be found in design styles in the Tools and Resources section.
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Make sure that what you produce stays true to the NHS communication principles (below).
Checklist
The following questions will help you check that your planned design style supports the NHS identity.
The basics Is the NHS logo, or your local logotype, in the correct position, in its correct colour and at the correct size? Does it sit in the right amount of clear space? Are the colours chosen from the NHS colour palette? Are the typefaces Frutiger or Arial?
Our communications principles When producing materials for the NHS, you should follow our communications principles to ensure that your work is: Clear and professional: demonstrating pride and authority in what we do. Cost-effective: showing that budgets have been used wisely. Straightforward: avoiding gimmicks and over complicated design or wording. Modern: portraying the NHS in way that is up to date. Accessible: understood by the target audience and easily obtainable and available in other languages, symbols or formats.
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Honest: avoiding misleading information or false promises. Respectful: showing respect for our audience, avoiding unfair stereotypes, acknowledging the different needs of individuals and populations.
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Stationery
When producing stationery, you need to ensure that your materials support and project our shared NHS identity. To enable you to do this, weve developed a set of guidelines covering the principal stationery items required by NHS organisations.
As stationery requirements vary across the NHS, it would be unhelpful to provide more prescriptive instructions than those given here. But please be aware that you should not apply a design style to your stationery as these materials should project our shared NHS identity.
Using a professional printer

We recommend that you use a professional printer to produce your stationery items, for the following reasons: A professional printer can prepare the computer files needed to print your stationery correctly Using a professional printer can be a cost effective way of buying good quality stationery Your stationery will be of a consistent standard
Colours
When printing NHS-branded stationery, in the majority of cases you shouldnt require more than one or two-colour printing.
Printing the NHS logo or your logotype
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Across all your stationery materials, the NHS logo should only be reproduced in NHS Blue (Pantone 300) or, where this is not possible, black. For most NHS organisations, your local logotype should be printed in NHS Blue and black or, if printing in black and white, in black only. You should not reproduce your logotype in any other colour, or as a tint of either NHS Blue or black. Printing in NHS Blue alone will not deliver the same clarity as black, and for this reason should be avoided. You should also ensure that you use the original artwork from your logotype and do not alter it in any way.
Paper stock
We recommend that you use good quality white paper for all NHS print applications, including stationery. This will help you maximise logo clarity and minimise procurement costs. However, there may be instances where audience needs or business requirements make alternative paper stocks necessary. For example, if you are: producing materials for people with visual impairments use yellow paper (with black ink); or producing materials for elderly or disabled people, who often find paper too flimsy to hold - use a stiffer material, particularly if you are supplying location directions. In all cases you should choose a laser-compatible stock. You should also keep environmental issues in mind. Sustainable paper sources, inks and processes will lessen the impact of your printing operations.
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Letterheads
Here we set out the specifications for producing NHS letterheads.
Please refer to the relevant visual examples for information on positioning and layout.
Logotypes On letterheads, your logotype size is measured by the height of the NHS logo. This should be 8.5mm. Position your logotype in the top right-hand corner of your letterhead. Some organisations still use the Crown Badge or have a crest or insignia which is unique to their organisation and was established before 1948. In this case, you should position your insignia in the top left-hand corner of your letterhead.
Unit or department name The first line of the address can be used for the title or name of your unit, department, hospital or surgery. The specifications are as follows: Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) or black Size: 9 point type Leading: 11 point
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Address, telephone, fax and website address You should allow one standard line-space between your address, telephone number, fax number and website address. You can increase the point size if you think this will make your contact details easier to read. Remember to allow room for a direct-line telephone number and email address, should you need them. The specifications are as follows: Typeface: Frutiger Roman Colour: black Size: 9 point type Leading: 11 point
If you belong to a Trust which has many different addresses, you may wish to leave the address area blank so it can be filled in locally (using Arial). You could arrange for the address of your Trust headquarters to be professionally printed at the bottom of the page.
Other information There is an area at the bottom of all letterheads which is reserved for the following information: Nationally recongised charter marks, including marks such as Investors in People or Positive about Disabled People. Legal or explanatory information. Address of Trust or PCT headquarters, if required. Details of board members, if required.
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Please note: this designated area must not be used for other logos, identities or slogans of any kind. All information included in this area should always be printed in black.
Paper stock You should print all letterheads on white paper with a weight of no less than 80gsm.
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Foundation trust A4 letterhead example
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Compliments slip
Here we set out the specifications for producing NHS compliment slips.
Logotype size On compliment slips, your logotype size is measured by the height of the NHS logo. This should be 8.5mm.
Unit or department name The first line of the address can be used for the title or name of your unit, department, hospital or surgery. The specifications are as follows: Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) or black Size: 9 point type Leading: 11 point
Address, telephone, fax and website address You should allow one standard line-space between your address, telephone number, fax number and website address. You can increase the point size if you think this will make your contact details easier to read. Remember to allow room for a direct-line telephone number and email address, should you need them. The specifications are as follows:
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Typeface: Frutiger Roman Colour: black Size: 9 point type Leading: 11 point
With compliments line The specifications for your with compliments line are as follows: Typeface: Frutiger Italic Colour: black Size: 11 point type
Reverse side You can use the reverse side of your compliment slips for additional information, such as directions to your premises and/or a map of the area. This additional content must support the NHS communications principles, and should be printed in black using Frutiger typeface.
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Foundation trust compliments slip example
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Business cards
Here we set out the specifications for producing NHS business cards.
The measurements for the positioning of text and the NHS logotype are based on a card measuring 90mm x 55mm.
Logotype size On business cards, your logotype size is measured by the height of the NHS logo. This should be 4.25mm.
Name The specifications for organisation names are as follows: Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) or black Size: 8 point type (10 point on cards for people with visual impairments) Leading: 9 point (11 point on cards for people with visual impairments)
Job title The specifications for job titles are as follows:
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Typeface: Frutiger Roman Colour: black Size: 6 point type (9 point on cards for people with visual impairments)
Unit or department name The specifications for unit or department names are as follows: Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) or black Size: 6.5 point type (9 point on cards for people with visual impairments) Leading: 9 point (11 point on cards for people with visual impairments)
Address and contact details The specifications for address and contact details are as follows: Typeface: Frutiger Roman (titles in Frutiger Italic) Colour: black Size: 6.5 point type (9 point on cards for people with visual impairments) Leading: 9 point (11 point on cards for people with visual impairments) You can add your website address under the contact information if you want to.
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Other information If you need to increase the point size of your lettering (for example, if your cards need to be tailored for people with visual impairments), both sides of the card can be used. For cost-effectiveness, all variable information about the cardholder should be limited to one side only. All business cards should be printed on a heavier-weight cartridge paper or pulp-board. Foundation trust business card example
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Fax-header paper
If you are producing fax-header paper using a wordprocessing package, please follow the suggested format shown here.
Where our preferred Frutiger typeface cannot be used, Arial or a similar typeface should be used instead.
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Foundation trust fax-header paper example
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Media information
If you need to produce media information sheets, please refer to the suggested format shown here.
If most of your media information is being sent by fax, we recommend that you use black. If you are sending material electronically or by post, the two-colour combination of NHS Blue (Pantone 300) and black is preferable.
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Foundation trust media information sheet example
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Envelopes and labels

If you are producing envelopes or labels, please follow the format suggested below.
Using the NHS logo or your logotype on envelopes Your logotype should be scaled according to the envelope size, and you should follow the proportions for publication sizes set out in Your NHS logotype section. If you need to pre-print envelopes (for example, if you need to include an if undelivered note), postal regulations and guidelines mean that the usual positioning requirements for the NHS logo (top or bottom right-hand corner) cannot be applied. In such instances, the NHS logo or your logotype should be located in the top left-hand corner of the envelope, as shown in the example below. If this is not possible, you should use the bottom right-hand corner. Bear in mind that, when it comes to envelopes, two-colour print is proportionately more expensive than one-colour print due to the high degree of wastage.
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Examples of NHS branded envelopes
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Examples of NHS branded labels
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Stationery checklist
Making sure
When designing and producing stationery, you should check that: Your NHS logotype is in the top right-hand corner. You have produced your NHS logotype using NHS Blue (Pantone 300) and black no other colours should be used. You have not applied a local design style to your stationery items. You are using Frutiger typeface for all professionally printed stationery items. You are using Arial for items being word-processed and printed via a laser printer. You are keeping your audiences accessibility needs in mind, for instance, the needs of people with visual impairments. You are using white paper (unless yellow paper has been requested locally for readers with visual impairments).
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Signage
Why have signs? It may seem obvious, but by thinking about what a sign is for, we can help to ensure that it is effective.
A sign does one of two things: It tells someone where they have arrived. It tells them how to get to where they want to go. These guidelines give direction on how to apply the NHS corporate identity to your signage. They have been developed to ensure that your signs have clarity and impact. You should read this section in conjunction with our guidelines on the NHS logo, NHS typefaces and the NHS colour palette. You should also check the guidance on Your NHS logotype. You can follow your normal specifications for signage materials and construction. To allow for flexibility, we have provided a number of design options for you to choose from. Choose the option that best suits your requirements, and keep our communications principles in mind at all times.
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Main signage
The external signage at the front of NHS buildings is very important. It is the first thing that people see when arriving to access services and facilities.
Front-of-house signage
Your main front-of-house signage must carry the NHS logo. The NHS logo, or your logotype, should be situated in the top right-hand corner of your signage panel. If necessary, you can leave off your organisation name, as shown here.
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Examples of front of house signage
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Using the national NHS logo or your local logotype Wherever possible, you should use your organisations logotype on your external signage. If your signage is shared with another NHS organisation, or if you are part of a non-statutory organisation, you should use the national NHS logo instead. If you belong to a statutory organisation, but for some reason you have to use the NHS logo on its own, you must ensure that your full organisational name appears somewhere on your signage. This is to demonstrate your accountability and ownership.
Your NHS logotype
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When reproducing your NHS logotype on signage, you should use NHS Blue (Pantone 300) and black. If the panel is generic (e.g. option 1) and only contains your logotype, the panel should be all white. If the signage is directional, or contains text in addition to your organisation name, the panel should be divided into two parts. On the top part of the panel you should set your logotype against a white background. Your directions or other messages should appear in white text using Frutiger Bold on an NHS Blue (Pantone 300) background (e.g. option 2). The lower panel, if it is colour-coded, such as in option 3, then chose a suitable colour from the NHS colour palette. Match all coloured panels as closely as possible to the NHS colour palette. Option 1: Generic signage
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Option 2: Contains directional panel
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Option 3: Colour-coded panels
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Other signage examples
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Exclusion zone When applying the NHS brand to your main signage, you must ensure that your NHS logotype, or the NHS logo, is set within its exclusion zone.
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The exclusion zone is the clear area around the NHS logo/your logotype in which nothing else should appear. It helps to ensure clarity and readability and improve overall impact. You must not insert any additional words, images or graphic details within the exclusion zone. This clear space (X) is proportional and defined as the height of the NHS logo. The exclusion zone
Corporate typeface
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You must use the NHS corporate typeface, Frutiger Bold, on all signage that you create. For more information about NHS typefaces, visit our main typeface section.
Colour You should reproduce the NHS logo in NHS Blue, or its nearest match, on all signage. The best paint colour reference for NHS Blue (Pantone 300) is BSI 18E53. The best RAL match (a colour specifier for paints, powder coatings and gels) is 5017.
Using the NHS logo on glass If you are using the NHS logo on a clear background such as a pane of glass you should reproduce the NHS lettering in white. The only time this lettering can be clear is when the NHS logo is etched into the glass.
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Internal and wayfinding signage

Internal and wayfinding signage is also important. It provides directions within your building, and it lets people know when they have reached the room or department they are looking for.
Example of internal or wayfinding signage
Using the NHS logo There is no need to use the NHS logo or your logotype for internal signage. However, you should use the NHS typeface and colour palette at all times.
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Accessibility When creating internal signage, you should keep accessibility issues in mind. Use symbols to help people with visual impairments find their way around. Access and safety signs may also be necessary to help people with physical impairments or disabilities. For further guidance in this area, please refer to Wayfinding: guidance for healthcare facilities. Hard copies of this publication should be available in your trust library. If you belong to a non-NHS organisation, you can order a copy from The Stationery Office on 0870 600 5522 (quote ISBN 011-322140).
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Property
The NHS is a huge and diverse organisation. We employ a vast number of people, and we communicate with many more.
Whether they are visiting our premises, using our services, meeting our staff or simply noticing us at work in the community, we want people to know who we are and what we do. By using a common brand and design style, we will enable people to recognise the NHS at all times. This section looks at how we mark our property: our buildings, our uniforms and the things we own. Property varies in size, shape and function, and we dont aim to cover every example of NHS property on this website. But we do aim to set out the general principles that will help you to communicate our identity through your core property items.
Our signature
The NHS logo is our signature, our mark of ownership. It should be applied to property whenever you want people to identify and recognise NHS services, for example: at the front and reception areas of buildings; on staff name badges and security passes; on staff uniforms; on vehicles and ambulances.
In addition to our logo, our typefaces and colours will help to communicate key information about the NHS to patients and the public.
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You should read this section in conjunction with our guidelines on the NHS logo, NHS typefaces, the NHS colour palette as well as the guidance about your local logotype. You should also keep our communications principles in mind at all times.
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Badges
Badges are a good way of communicating your role and the roles of your colleagues to patients.
When producing badges, you need to show clearly the name and job description of the wearer. In addition to these written descriptions, you should also include either your NHS logotype or the NHS logo, as shown below. You can also use photographs, if necessary. Please note: the NHS logo is a registered trademark and can only be used with the permission of an NHS organisation. Printers and suppliers of NHS badges/lanyards should not hold stock items, but instead print to order once comissioned by a NHS organistation.
Key points for creating badges

When creating NHS badges, you must: Only use an original digital graphics file for the NHS logo or your local logotype. You can download the NHS logo from this website. Your local logotype will be available from your communications team. Follow the general rules for positioning, sizing and use of the exclusion zone set out in these brand guidelines. If this is not possible, follow the spirit of the guidelines as closely as you can. Use Frutiger Roman or Frutiger Bold in NHS Blue (Pantone 300), black or white when writing your descriptor text or other information.
Joint branding
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If you are producing co-branded badges with another organisation, and if both your organisation logotypes need to appear, you should only use the NHS logo once. If you are using a pre-NHS shield or crest, you should reproduce it in either black or white or, costs permitting, in full-colour. Remember no other logos can be used on NHS badges.
Badge specifications
The specifications for NHS badges and NHS logo and your local logotype badges are as follows: NHS logo badge example
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NHS logo and your local logotype badge example
The specification for badges is: Height of the NHS logo: 5mm Position: top right-hand corner of your badge, as shown Colour of the NHS logo: NHS Blue
Staff names When writing staff names on badges, you should use: Typeface: Frutiger Bold Size: 14 point type
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Leading: 16 point Position: right aligned Colour: black
Centre/service name When writing the name of your centre/service on badges, you should use: Typeface: Frutiger Bold Size: 9 point type Leading: 11 point Position: right aligned Colour: black
Use one line for your centre/service title, or two lines if this title is longer than a single word.
Job titles When writing job titles on badges, you should use: Typeface: Frutiger Roman Size: 14 point type Leading: 16 point Position: right aligned Colour: black
Non-statutory organisations
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For non-statutory organisations that want to brand badges, follow the same guidance set out here.
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Uniforms
Uniforms are an essential item of NHS property. They need to be marked and branded correctly to help people identify our staff and services.
When reading this page, follow the general rules for positioning, sizing and use of the exclusion zone set out in these brand guidelines. To allow for flexibility, we have provided four uniform branding options for you to choose from. Choose the option that works best for you, and keep our communications principles in mind at all times. Non-statutory organisations wanting to brand their uniforms should refer to the guidance in options 1 and 2.
Option 1 using the NHS logo on its own
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Example using the NHS logo on its own
Option 2 using the NHS logo with other descriptions (eg the name of a service)
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Example using the NHS logo with other descriptions
Option 3 using your NHS logotype
Example using your NHS logo on its own
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Option 4 using your NHS logotype with other descriptions (eg the name of a department)
Example using your NHS logo with other descriptions
Key points for uniforms

When applying the NHS brand or your logotype to uniforms, you must: Only use an original digital graphics file for the NHS logo or your local logotype. You can download the NHS logo from this website. Your local logotype will be available from your communications team. Follow the general rules of positioning, sizing and use of the exclusion zone set out in these brand guidelines. If this is not possible, follow the spirit of the guidelines as closely as you can.
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Reproduce the NHS logo in its original colours, ie NHS Blue (Pantone 300). However, if the blue base of your garment material is close to NHS Blue, the logo will not be clearly visible. In this instance, the logo can be reversed out (put in a white box with blue lettering). Reproduce your logotype in its original colours, ie NHS Blue and black unless the blue base of your garment material is close to NHS Blue. If so, the NHS logo can be reversed out and used on its own and should be positioned on the right-hand side of the garment. The name of your organisation should then be placed on the left-hand side. Use Frutiger Roman or Frutiger Bold in NHS Blue, black or white when writing your organisation name, descriptor text or other information. Where practical, position all descriptive text and other information in the top left-hand corner of the garment.
Joint branding
If you are producing co-branded uniforms with another organisation, and if both your organisation logotypes need to appear, you should only use the NHS logo once. If you are using a pre-NHS shield or crest, you should reproduce it in either black or white or, costs permitting, in full-colour. Remember no other logos can be used on NHS uniforms.
Uniform specifications
The specifications for NHS uniforms are as follows:
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The NHS logo on uniforms Height of logo: 2.5mm Colour: NHS Blue (Pantone 300) positive or reversed Positioned: as shown above
Centre/service name Typeface: Frutiger Bold Colour: NHS Blue (Pantone 300) positive or reversed Position: left aligned
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Vehicles
Vehicles are an essential and very visible item of NHS property. They need to be branded correctly to help people identify our services.
Although vehicles come in all shapes and sizes, the core NHS brand guidelines still apply. All dedicated vehicles used in the delivery of your services must carry the NHS logo. Non-dedicated vehicles should not carry the NHS logo: these vehicles often undertake non-NHS work and we do not want to mislead the public about their role. To allow for flexibility, we have provided three vehicle branding options for you to choose from. Choose the option that works best for you, and keep our communications principles in mind at all times. Non-statutory organisations needing to brand their vehicles should follow option 3 guidance.
Option 1 using your NHS logotype
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Example of a dedicated vehicle carrying your NHS logotype
Option 2 using your NHS logotype with a description (eg the name of a service)
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Example of a dedicated vehicle carrying your NHS logotype with descriptor
Option 3 using the NHS logo with a description (suitable for non-statutory organisations and shared services) Please note: when applying the NHS brand to your vehicles, you should not use the NHS logo on its own without an accompanying descriptor.
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Example of a dedicated vehicle using the NHS logo with a description
Key points for vehicles

When applying the NHS brand to vehicles, you must: Ensure that all vehicles reflect our shared identity: no local design styles can be used. Only use an original digital graphics file for the NHS logo or your local logotype. You can download the NHS logo from this website. Your local logotype will be available from your communications team. Set the NHS logo in a clear space and position it top-right (where possible). Follow the general rules for positioning, sizing and use of the exclusion zone set out in these brand guidelines. If this is not possible, follow the spirit of the guidelines as closely as you can. Use Frutiger Roman or Frutiger Bold (straight text) in NHS Blue or black when writing descriptor text or other information. Avoid placing the NHS logo over a broken background, such as a large join in a vehicles side-panelling.
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Joint branding
If you are co-branding your vehicles with another organisation, and if both your organisation logotypes need to appear, you should only use the NHS logo once. If you are using a pre-NHS shield or crest, you should reproduce it in either black or white or, costs permitting, in full-colour. Remember no other logos can be used on NHS vehicles.
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Building sites
The NHS is one of the largest and most complex property portfolios in Europe. In England, we own 9,000 hectares of land and 25 million square meters of buildings this is equivalent to the size of Bristol.
Every year, we invest almost 2 billion in capital build projects. These projects give us the opportunity to display the NHS brand and identity on our building sites to show the public how we are investing in the future of the health services, and how public money is spent. It is the main contractor who is responsible for providing and maintaining any NHS branding on site but any design specification must be based on these guidelines. This should be clearly stated in the project contract.
Branding our building sites

The extent to which the NHS brand is implemented on the building site depends on the size of the project. If the project has a capital or works value of 100,000 or more, it must display the NHS corporate identity. This applies to both publicly and privately funded schemes (ie PFI). If the project has a capital or works value of less than 100,000 , the project manager can use their own judgement to decide how to implement these guidelines.
Using these guidelines

Because every project is different and has its own requirements, we suggest using your judgement and common sense when applying
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these guidelines. Its important that you implement all the parts of the guidelines that are mandatory and we suggest you consider the advisory and optional branding, and apply the ones that are suitable for your project.
Mandatory branding Site signs Commerically let hoardings Perimeter fencing Protective clothing
Advisory branding Tower crane signs Scaffolding sheeting
Optional branding Other branding opportunities
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Key principles for using the NHS brand at building sites
Making the brand part of the process The design and production of NHS-branded material should form an integral part of the overall contract agreement, and should be produced in the most cost-effective way possible. The signage should be an essential part of the original scheme brief, the approved business case and the design specification.
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Using the NHS logo When applying the NHS logo, make sure you download the original NHS artwork. Use your judgement to make sure that the NHS logo is used in an appropriate way and communicates our message correctly. In general, you should position the NHS logo in the top right corner of any application. However, there may be products or applications where it may be more appropriate to place it more centrally - use your judgement based on the examples shown in these guidelines.
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Identifying NHS building sites

Main entrance site signs
Like any other major construction project, an NHS capital build project should have a prominent sign at the main entrance to the site. This sign should display the NHS logo and information about the project, and may also include the name of your NHS organisation as seen in the examples below. Make sure the entrance sign: is part of the award contract; is in place when the work starts; is maintained to a good and clean standard; incorporates all contractor and sub-contractor names into a single sign to avoid having a series of ad-hoc signs posted around the site entrance.
Also make sure planning permission for the site sign becomes part of the scheme approval process.
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Principal contractor sign (left) Suggested size: 900mm x 2700mm Principal contractor and sub-contractor sign (right) Suggested size: 1500mm x 2700mm
Multi-project sign Suggested size: 1500mm x 2700mm
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Main entrance site sign specification

The entrance signs consist of three sections: the top section (for the NHS logo); the main section (for information about the project); and the bottom section (for logos of contractors and subcontractors).
Top section The top section always contains the NHS logo. Never place any other logos, words or graphics in this top section. NHS logo: use the standard NHS logo in NHS Blue on a white background. Size of logo: the NHS logo should never be smaller than 150mm in height.
Main section The main section of the sign should display the following information: the name of your NHS organisation; the project title; a brief description of what will be provided; approximately how much money is being invested in the scheme; a proposed opening date.
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Only include the information that is applicable, but make sure the information displayed is clear and legible.
Bottom section The bottom section of the sign should display the names and logos of the: architect; quantity surveyor; consultant engineer; structural engineer; main contractor; sub-contractors working on the scheme.
Only include the logos of the ones applicable, but make sure the logos are displayed in a clear and similarly-sized style.
Working in partnership and joint-funded schemes

If the building scheme is joint-funded by a non-NHS partner, see the example below for guidelines on how to display the name and, if required, the logo of the partner organisation investing in the scheme.
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Funding partner sign Suggested size: 1800mm x 2700mm
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Other site signs

On building site signs such as rear site entrance signs and goods only entrance signs, you should always display the NHS logo as shown.
Other site signs specifications

Size of NHS logo: the logo should never be smaller than 150mm in height. Positioning: the blue bar separates the different kinds of information on the sign. Only the NHS logo and the name of your organisation should appear above the blue bar, with the organisation name left-aligned. The rest of the information goes
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below the blue bar. Colour: use NHS Blue for the NHS logo and the blue bar. The background should always be white. Size of sign: option 1: 900mm x 2700mm; option 2: 1800mm x 2700mm; option 3: 1500mm x 2700mm. Site signs examples
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Commercially let hoardings

Its important that any commercially let hoardings (or billboards) that appear on, or around, the building site work well together with the NHS identity.
The hoardings should: communicate an appropriate message to the public. The hoardings should not: dominate the site entrance; or take precedence over the NHS logo.
Hoarding specifications
Size of NHS logo: Average height hoarding: at least 350mm in height. Long-distance hoarding: at least 1200mm in height.
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Commercially let hoardings visual
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Perimeter fencing
Its important that the fence or wire enclosing the building site displays the NHS logo.
Fence specifications:
Size of logo: use the standard NHS logo and do not make it smaller than 350mm in height. Position: make sure the logos are securely attached and centred on each section of the fence.
Co-branding on fencing When co-branding the fencing on a building site, always make sure: the NHS logo has, at the very least, equal prominence to the contractors logo; only one logo is applied on each panel.
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Perimeter fencing visual
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Tower crane signs

When using tower cranes on a building site, consider branding them with the NHS identity.
Tower crane specifications
Size of NHS logo: do not make the logo smaller than 1000mm in height, unless you believe the location and the height of the crane allows it. Position of NHS logo: make sure the logo appears both on the cross-member counter balance and the tower section. Colour: if the logo appears on a NHS Blue background, you should use the reversed-out logo, ie a white lozenge with NHS Blue lettering. See below for examples of how to produce the NHS logo. Safety: make sure the sign is securely and safely attached to the crane, and does not affect the safe working of the crane. The sign must also comply with health and safety and other site regulations.
Co-branding a tower crane When co-branding a tower crane sign, always make sure the NHS logo: has, at the very least, equal prominence to the contractors logo; appears on the right-hand side of a co-branded tower crane sign.
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Tower crane co-branding visual
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Scaffolding sheeting
When using scaffolding on a building site, you should consider branding the scaffolding sheets.
Scaffolding sheet specifications
Type of sheet: only use translucent sheeting. Size of the NHS logo: dont make the logo smaller than 240mm. Position of NHS logo: place the logo in the centre of each sheet. Safety: make sure the sheeting is attached securely and complies with health and safety and other site regulations. Also make sure the sheeting is maintained and regularly checked.
Co-branding a scaffolding sheet When co-branding a scaffolding sheet, always make sure the NHS logo has, at the very least, equal prominence to the contractors logo.
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Scaffolding sheeting visual
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Protective clothing
On a building site, its important that all staff and visitors wear protective clothing at all times.
Contracted or sub-contracted employees should use their own branded protective clothing. NHS employees and NHS visitors must use NHS-branded protective clothing, including an NHS-branded safety helmet and an NHS-branded fluorescent tabard, vest or jacket. The relevant NHS organisation is responsible for providing any protective clothing at its own cost. Make sure that all protective clothing complies with health and safety and other site regulations.
Safety helmets
Our preferred safety helmets are white with the standard blue NHS logo. If the standard helmets are not available, use the NHS blue safety helmets with a reversed-out NHS logo.
Safety helmet specifications Size of NHS logo: 40mm high. Type of sticker: vinyl. Position of sticker: centrally on the front of the hat.
Tabards, vests and jackets
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We use fluorescent tabards, vests and jackets with the NHS logo on the front and back.
Tabards, vests and jackets specifications
Front Size of NHS logo: 30mm in height. Position of NHS logo: on the right-hand side.
Back Size of NHS logo: 100mm in height. Position of NHS logo: centrally, between the shoulders.
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Protective clothing visual
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Further branding opportunities

There are many more ways you could give prominence to the NHS identity on a building site, such as using flags and banners, or setting up a portable on-site office.
Here are some more examples of branding opportunities that you may want to include in your contract specification.
Portable buildings (on-site offices)
Specification Colour: NHS Blue (Pantone 300) (best match paint reference: BSI 18E53). Portable building visual
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Flags
Specifications Type of print: screen-printed. NHS logo: NHS Blue logo.
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Flag visual
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Banners
Specifications Type of print: screen or electrostatically printed. Colour: NHS Blue. NHS logo: NHS reversed-out logo. Size of NHS logo: must be in proportion to the size of the banner. Make sure it is legible from a distance. Position of NHS logo: top right-hand corner.
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Banner example
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Tape
Specifications Colour: white. NHS logo: NHS Blue logo.
Signs and notices

We use signs and public notices to apologise for the disruption caused by building work. Consider co-branding the sign or notice with your main contractor.
Specifications Position of NHS logo: top right-hand corner. Font: Frutiger (or Arial if Frutiger is not available). Text colour: NHS Blue or black on a white background.
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Signs and notices example
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Recruitment advertising
Here we provide guidance on how to apply the NHS brand to recruitment advertising.
You should read this section in conjunction with our guidelines on the NHS logo, NHS typefaces and the guidance on your local logotype. Follow the general rules of logo and logotype positioning, sizing and use of the exclusion zone set out in these sections. You should also keep our communications principles in mind at all times.
Type specifications
The recommended minimum type specifications for your advertisement text are as follows:
Job title Typeface: Frutiger Bold Size: 15 point type
Job details Typeface: Frutiger Bold Size: 12 point type Leading: 15 point
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Body text Typeface: Frutiger Roman or Light Size: 8 point type Leading: 10 point
Application and contact details Typeface: Frutiger Bold Size: 8 point type Leading: 10 point
Accountability information Typeface: Frutiger Roman Size: 6 or 7.5 point type Position: left aligned Colour: black
The black strip If you need additional space for text or images, you can use the black strip featured in the design layout below. Images can be placed within, or in place of, the black strip area. Where applicable, recognised marks such as Investors in People should be centred horizontally within the black strip, as shown.
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Recruitment advertising visual - option 1
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Websites
This guidance sets out the design style and technical standards for NHS websites.
It is for NHS communications professionals, web managers and web design agencies who are building new websites or refreshing existing sites. The guidelines apply to all NHS branded sites in England, including corporate, campaign and staff-facing websites. The Central Office of Information (COI) publish standards and guidelines for the whole of public sector online. Rather than repeat large sections of text, we link to the relevant part of the COI guidelines wherever possible.
The NHS logo on websites

All NHS websites should carry the NHS logo. You should position your local logotype in the top right of the website. If you need to use the national NHS logo you should ensure that the name of your organisation appears somewhere on the home page and that the logo is positioned in the top left of your site.
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Planning your website

Consider the following issues before you write the brief or specification for your site.
Assessing the need for the website
Is a new website necessary Will it duplicate information already provided elsewhere, for example, on nhs.uk or NHS Direct Online? Would your content be better placed on another site in the NHS health community?
Purpose of the website How does it fit in with your overall communications strategy? What other functions, systems and processes will be affected?
Audience Who is the target audience(s) for the site? What do they need from the site? What do you want the audience(s) to do, know or think about when they are using the site or after they have left it? What will the users be able to do or see on the site?
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Content and functionality What content and functionality do you plan to provide? What content or functionality must be available at launch and what could be developed at a later stage? Is the content for the site 'web ready'? Who is providing the content? How often will it need to be updated? How will the updates be managed?
Managing and evaluating the site Who will manage the site on a day-to-day basis? What maintenance arrangements need to be put in place? How will the success of the site be evaluated? What measurements need to be put in place to get an accurate picture of the site's performance?
Assigning roles and responsibilities

There are four broad areas of responsibility that need to be allocated when setting up and managing a website. An external supplier may take on some of the operational responsibilities. Clear ownership of the roles and responsibilities will help the site to stay focused on the needs of your target audiences. Site strategy: ensuring they fit with your overall communications strategy. It includes making information publicly available, control mechanisms for sensitive information, budgets and other resources.
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Editorial strategy: ensuring the site content is appropriate for the audience. Web management: ensuring effective day-to-day site operation, as well as measuring achievement against objectives. Content provision: ensuring all content on the site is current and that it is published or archived in a timely fashion.
Commissioning the work

You can commission external suppliers to design and build your website or you may prefer to use your in-house IT team. If the inhouse team is building the site, it may be worth buying in some design expertise to ensure the site follows the NHS identity.
Brief for the work Make sure that the brief is clear and understood by all parties. Any changes to the brief should be agreed in writing. Whatever you decide, compliance with these guidelines must be part of the brief.
Maintenance and hosting Maintenance and hosting are important issues to consider. Even if you are commissioning external suppliers, your in-house team may be able to maintain the site on an ongoing basis. If not, maintenance will be an ongoing cost.
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If you are contracting out the website build, ask the supplier to make suitable hosting arrangements as part of the brief. Hosting is usually charged on a yearly basis.
Getting started checklist

Is the brief clear and agreed by all parties? Is the purpose of your website clear to users and to the management team? Is the site integrated into your overall communications strategy? Will the site duplicate information available on existing sites or would the content be more appropriate on another site? Is there a clear management structure in place? Is everyone clear on their roles and responsibilities? Are measurement systems included in the brief? Is the hosting service fit-for-purpose?
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NHS identity
Using the NHS identity on websites
All NHS websites must conform to the NHS identity. This is not just about making sure the logo is present and in the right place. All NHS communications - including websites - must embody the NHS values and communications principles. When designing your site, you should ensure that the information structure, content and navigation - as well as the front-end design supports these values and principles.
The NHS logo

All NHS websites should carry the NHS logo. You should position your local logotype in the top right of the website. If you need to use the national NHS logo you should ensure that the name of your organisation appears somewhere on the home page and that the logo is positioned in the top left of your site. All NHS websites should carry the NHS logo or your organisation's logo. Your communications/corporate identity lead will have ordered free artwork from the NHS identity team. If they haven't, they can order artwork from this site using the NHS logotype order form. The NHS logo has transparent letters, so make sure it is correctly anti-aliased using the background colour of the page (usually white). Use a format that reads the NHS logo correctly (ie as transparent). GIFs do but JPGs do not.
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NHS identity checklist Do you have the correct logo? Does it appear top-right on every page? Have you registered a www.name.nhs.uk address? If necessary, have you also registered a www.nhs.uk/name address? Do all the colours used on your site come from the approved palette? For more information take a look at the section on the NHS websafe colour palette. Is all text using the corporate fonts? More information on fonts is available in the next section (below). Are the images and graphics appropriate? Do they support our values and principles? Are you communicating with your audience in appropriate language?
Typefaces for the web

The NHS font family for websites is Arial/Helvetica. These sans serif fonts are easy to read on screen, and should be the first choice for using online. The Times font family, a serif font, can be used as an occasional alternative. Frutiger and Garamond are the other NHS corporate fonts but only use them for graphics, as they may not always print correctly. The NHS serves many people whose first language is not English. Just as with Roman typefaces, Asian, Cyrillic and other typefaces have a range of styles. Get advice from a translator on commonly used fonts. Use one that is clear and simple - test it on readers if possible. Once chosen, use it consistently.
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Make sure that the text size can be changed to suit the users preference. For example, some people choose to increase the text size to make it easier to select links.
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Website colour palette

As with printed communications, colour can be used in electronic media to add interest and appeal while staying true to the NHS look and feel.
The NHS web colour palette uses a different specification system to the print colour palette. For example, within the web colour palette, NHS Blue (Pantone 300) is displayed using the hexadecimal format, HTML 0066CC. The web palette also allows for RGB variations in electronic presentations. You should only ever use the NHS web colour palette for electronic publishing. Do not use tints of any of the web palette colours.
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NHS web colour palette
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NHS colour palette

There are three levels to the NHS web-safe colour palette.
Corporate colours Should form the basis for all NHS website design schemes. As a general rule, backgrounds should be white and text should be black. Navigation areas should be white or NHS blue.
Primary colours Should be used in conjunction with the corporate colours to highlight key pieces of information. Make sure they do not overpower or detract from the corporate colours.
Secondary colours Developed to support and complement the primary colours. Each secondary colour should only be used with the corresponding primary colour. A secondary colour can also be used to break up a page, which may ensure that the primary colours do not become more prominent than the corporate colours.
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Using the colour palette Do not combine the colours from the three levels to create new colours - use only the specified colours. Do not use tints of any of the NHS web palette colours. Do not use any of the colours to create textures, patterns or images.
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Content
The most important part of your site is the content you provide. Clear, understandable and targeted content is essential to meeting your audiences' needs and ensuring they return to your site.
Minimum content requirements
All NHS organisations have a core set of information that must be held and regularly updated on www.nhs.uk. This information can be replicated as necessary on an organisation's own website. Make sure there is no discrepancy between the content on your own site and nhs.uk. As a general guide, NHS websites, including staff-facing sites and those associated with publicity campaigns or other initiatives, should use the nhs.uk web address and contain: an NHS logo; full contact details for the organisation that owns and/or manages the site; a clear statement of the purpose of the site and an outline of the information and services it provides; any policies, such as terms and conditions, privacy policies etc., that are relevant to using the site. It is also worth considering these content areas: About us to explain your organisation or campaign's objectives and responsibilities. Site map to enable users to orientate themselves to your website's structure.
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What's new to highlight new content to encourage users to return to your site. Help to provide useful tips on how to use the site. Search to provide a link to the search facility from every page. Access keys to help people with limited mobility to navigate the site.
How content is presented

Do not use large blocks of italic or all-caps text, as it is difficult to read. Avoid all-caps text; its like shouting at your audience. Avoid underlined text - it can easily be confused with a link. Never use flashing or scrolling text as it contradicts our communication principles and may not be visible to those with older technology.
How content is read

Users don't read web pages word for word. Instead, they scan for key points, so text must help scanning and comprehension - as well as those who use assistive technology. Users should be able to make sense of text on their first reading. The following pointers make text easier to understand: summarise the key points in the first paragraph; put the most important point first, and the rest in descending order of importance; cut text down to at least 50% shorter than the print equivalent; break text up with clear headings and sub-headings; use bullet point lists where possible;
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make sure that each page makes sense in isolation in case the user has not seen the rest of the site.
Language
Think about the audience you are writing for and use the words you would use if you were speaking to them. This will help you write clearly and succinctly in a way that they will easily understand. Writing in plain English will help all users understand your meaning: Don't use long or difficult words when shorter or simpler ones will do. Avoid jargon and explain any technical terms, even if you think your audience will understand them. Use the active rather than passive voice, eg, we will decide rather than it has been decided Use short sentences containing one main idea; sentences in a paragraph should have a common theme. Only use capital letters where they are really needed; avoid acronyms and abbreviations.
Other languages
Most web content is written in English, yet we serve a large number of users who speak English as a second or third language and may not be able to read it at all. If you are considering providing information in other languages, first weigh up: the advantages of providing this content on the web; the size of the audience who will use this content;
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your ability to source and manage foreign language content; the budget implications. If you do publish content in other languages, remember that: all languages do not translate word-for-word - a paragraph in English could be 30% longer in German and 40% longer in Hindi; some languages - for example, Urdu and Arabic - are read from right to left; each language should have a bookmarkable index page; not all web browsers can display a wide range of character sets; not all character sets can be published in standard HTML formats; you may need alternatives such as PDF. Unless your organisation, campaign or initiative covers Wales as well as England, you do not need to provide content in Welsh.
Content Checklist
Have the minimum content requirements been covered? Does it match what is held on nhs.uk (if appropriate)? Is your content easily scannable and written in plain language? Have you followed the links policy? Do you have links to nhs.uk and NHS Direct Online from the homepage? Are there any broken links on the site? Have you complied with the sponsorship and advertising policy? Are the legal issues covered? Has copyright been assigned appropriately?
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Have the data protection issues been covered? Do you have a bookmarkable index page for each non-English language?
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Accessibility
Alt-tags
Guidance on the use of alternative (alt) text for images is provided by COI.
Assistive technology
Information on assistive technology is provided by COI.
HTML tables
Guidance on creating accessible tables is provided by COI.
Graphics and multimedia

Guidance on creating accessible audio and video content including Adobe Flash is available on the COI website.
Accessibility and colour

How you use colour on your site has accessibility implications for users. These are covered in guidance from the Central Office Information on delivering inclusive websites. Always use single, solid background colours from the NHS colour palette. More information on using NHS colours.
Accessibility testing
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You must use a range of techniques to test your web pages for accessibility. Automated testing alone cannot guarantee an accessible site because certain features cannot be checked by computer. These include the appropriateness of alt-text, legibility of text, reliability of colour, etc. Further guidance on measuring the accessibility of websites is provided by COI.
W3C WAI recommendations

The minimum standard of accessibility for public sector websites is set out in the COI guidance on delivering inclusive websites. Navigation should be clear and easy-to-use on all NHS sites. The information and services on our websites are only useful if users can find them. The guidelines below will ensure that users can navigate your website, regardless of the technology they are using.
Homepage navigation
The homepage file size should not exceed 40k to ensure that the page is quick to load. When planning the homepage, make sure: the homepage is clearly accessible from each page on your site; the main navigation menu is on the homepage; the main sections of your website are one click from the homepage; the homepage contains your organisation or initiative's name, logo and links to a page with your contact details;
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the home page is linked to both www.nhs.uk and www.nhsdirect.nhs.uk. Remember that users don't need to know the filename of the homepage to find it. Each page must have a route or direct link back to the homepage and a link to your contact details.
Graphic navigation
It is not best practice to use images for navigation because they cannot be resized in line with the text. It is more appropriate to use styled text to comply with the WCAG guideline 11 "use W3C technologies". Further guidance on the use of graphical text is available from the Central Office of Information (COI). However, if you do have to use graphic navigation, make sure: any graphics are consistent and intuitive; graphics are large enough to display a meaningful alt-text within their width and height (always use alt-text, even when you are also providing text navigation); navigation does not rely on JavaScript and rollovers.
Imagemaps
There are two kinds of imagemaps: server-side and client-side. It is best to use client-side imagemaps because they have defined areas for the browsers. These areas must have appropriate alt-text to describe what they are linking to. It is also important to provide alternative text navigation to accompany any imagemaps.
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Pop-up windows, drop-down navigation and splash screens

The WAI WCAG guideline checkpoint 10.1 states: Do not cause pop-ups or other windows to appear (spawned windows), and do not change the current window, without informing the user. This is marked as Priority 2, so this rule must be complied with to meet AA rating. JavaScript is commonly used to create pop-up windows, create dropdown lists that jump the user to a different part of the website and to redirect users from splash screens. If JavaScript is used, ensure that ithe same functionality is available to browsers with scripting disabled. Pop-up windows Pop-up windows triggered by JavaScript do not work on all browsers. Pop-up windows are useful in certain circumstances, eg when linking to external sites. However, they should be used sparingly and with care. A mechanism for effective use of both JavaScript and non-script new windows can be found at: http://accessify.com/features/tutorials/the-perfect-popup/. Drop-down navigation Avoid using drop-down navigation. Drop-down menus using JavaScript change the current window immediately without any warning. This can be disorientating for users with screen readers.
Splash pages
If you do use a splash page, provide clear instructions to the user on how to proceed from that page and do not automatically redirect the
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page because this can cause problems for users with screen readers.
Keyboard shortcuts
Use consistent navigation throughout the website. Include a 'skip to content' link to help users with a screen reader. This is a link that will jump to an anchor at the start of the content to allow users with a screen reader to jump repetitive navigation elements. This link could be hidden from other users by making it a 1x1 pixel, with appropriate alt-text, at the start of the page. Keyboard shortcuts help keyboard-only users (eg users with limited physical ability) to navigate your site. If you offer this functionality, let users know that this function is available as soon as they enter your website. Further guidance on the use of keyboard shortcuts is available from COI.
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Managing your site

Effective content
Make sure you have a pool of reliable content providers. Quality check the editorial content and make sure it is easily accessible, navigable and has no broken links. Clear content with the appropriate people before publishing it. Check that it is in line with the overall communication strategy. Reviewed overall content regularly. Remove or archive content when appropriate.
Effective day-to-day operation

Your web team's broad responsibilities should include: Maintaining the integrity of the website's structure, content and availability. Publishing content and ensuring its consistency and accuracy. Setting and maintaining your organisation's style guidelines for the web. Managing the contract with the hosting service. Monitoring bandwidth availability and usage statistics. Keeping internal stakeholders informed of performance against targets.
Formal documentation
Whether your website is produced internally or by an external agency, we recommend full documentation at each stage. This will be a useful reference both for current team members and future staff.
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Additionally, the following processes and procedures will be useful: editorial and publishing process; HTML production process; production process for other document formats; house style; roles and responsibilities; archiving; backup; management of external suppliers (including hosting); records of software and licence agreements; record of all domain names and sub-domains registered; record of permissions granted by third parties for links to their websites; record of intellectual property rights permissions obtained for materials such as text, graphics, audio and video clips; management of passwords.
Managing your site checklist

Do you have an effective content management strategy? Is your bulletin board or discussion group moderated effectively? Do you have a clear acceptable use policy on the site? Are the day-to-day operational responsibilities clearly assigned? Has the site been integrated into your contingency planning? Do you have an appropriate security policy? Will you receive useful data to enable you to evaluate the success of your site? How frequently will the site be evaluated? Do you have a full set of management documentation?
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Links
Links enrich the content of any website and users find them valuable, especially when set in context. We recommend that links are provided on the page itself, rather than on a separate 'Useful links' page.
How to link
Make sure your links are relevant to the copy they follow. Ensure that the actual text of the link would make sense if taken out of the context of the preceding copy. Make sure that links are easily recognisable and consistent throughout the site Do not use different colours for each section of a website. Consider following the established convention of highlighting them in blue, underlined text and reserve this style just for links. Check regularly for broken links and ensure that links go to the expected page or site. Make sure the site has an easy-to-use way for users to report link problems. Links should describe the destination and make sense when read out of context. Therefore, avoid the use of click here, for example.
Where to link
All NHS sites should link to nhs.uk and NHS Direct Online ( www.nhsdirect.nhs.uk) from the home page. If you wish to obtain a copy of the NHS Direct logo, please contact your local NHS Direct communications lead or email sarah.armitage@nhsdirect.nhs.uk.
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The nhs.uk graphic is available from the NHS Connecting for Health team. Link freely to other NHS, DH and other government sites, as well as local authority, academic or non-commercial sites. Don't overwhelm users with links. Make sure they are all useful and relevant. Many sites publish their links policy on the site. Make sure you follow their guidance on linking to their site. If no guidance is given, contact the web manager for permission to link to their site. Take care with controversial issues and areas where there is significant divergence between the NHS and non-NHS organisations. Provide balance and give due weight to the official NHS view. You may link to websites which express an alternative argument to the official NHS view. However, if the opposing viewpoint is based on poor evidence, rumour, hearsay, or uncorroborated personal opinion, don't link to sites supporting it. NHS sites should not directly link to commercial sites, unless you are working with a commercial partner. There are two reasons for this: Commercial sites may contain biased or unbalanced content, eg promoting particular products, services or companies over others. You can deny endorsement through a disclaimer but users may still believe the link implies some level of approval. It would be unfair to link to one commercial site and not its competitors. A perceived 'NHS endorsement' could give the owning organisation competitive advantage and it is impractical to link to all competing sites.
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Bringing users back to NHS sites

Users can become disorientated or lost when exploring links. In the worst case, they might unintentionally leave your site and be unable to return. There are two solutions to this problem: Rely on the user's ability to use the 'back' button on their browser to get back to your site. This is an internet convention but it will be frustrating for users who explore links in depth. Open the link in a new window. Your site stays visible and accessible but users can end up with multiple open windows, which may crash some PCs.
Using logos as links

There is no restriction on using logos as links to approved sites. Don't give out the NHS or your organisation's logo to any organisation outside the NHS to use as a link without the prior consent of the DH branding team.
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Legal information
Legal issues
Information and guidance on legal issues relating to websites such as copyright, data protection, privacy, disability discrimination and the Welsh language requirements are available from the Central Office of Information.
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Further help and resources

COI Web Standards and Guidelines http://www.coi.gov.uk/webguidelines/ DH Information Policy Unit: www.dh.gov.uk/PolicyAndGuidance/InformationPolicy/fs/en (X)HTML validation: http://validator.w3.org CSS validation: http://jigsaw.w3.org/css-validator HTML to XHTML tidying tool:http://tidy.sourceforge.net Colour contrast analysing tool: http://juicystudio.com/services/colourcontrast.php W3C accessibility checkpoints: www.w3.org/TR/WCAG10/fullchecklist.html e-Government Metadata Standard: www.govtalk.gov.uk/schemasstandards/metadata.asp Search Engine Report: www.searchenginewatch.com
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Further help and information

If you haven't found the information you're looking for, the FAQs on the NHS Brand Guidelines website may give you the answers.
http://www.nhsidentity.nhs.uk/need-help If you need further assistance, please contact the NHS Identity helpline; Telephone: 0207 972 5250 or 0207 972 5251 E-mail: nhs.identity@dh.gsi.gov.uk
Other resources
NHS Comms Link A secure 'one-stop shop' enabling NHS Communicators to share news, resources, ideas and experiences. http://www.nhscommslink.nhs.uk NHS Picture Library Online resource for the NHS and relates social care organisations http://www.nhs.uk/photolibrary
Crown Copyright 2008 Department of Health Branding Team
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NHS foundation trusts

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Here are the NHS brand guidelines for foundation trusts.

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Working with the NHS logo

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

The NHS logo in NHS Blue (Pantone 300)

The NHS logo in black

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

The NHS logo reversed out of a black background

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Don't: use tints of NHS Blue or black.

The exclusion zone

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS logo size guide

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Where do I get the NHS logo?

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

The names of NHS services

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Your NHS logotype

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Ordering your logotype

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Primary NHS typeface: Frutiger

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Frutiger Regular Italic

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Frutiger Light Italic

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Frutiger Bold Italic

Secondary NHS typeface: Arial

Main use: internal communications Preferred format:regular, bold and italic

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Arial Regular Italic

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Arial Bold Italic

Other secondary typefaces

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Garamond Bold Italic

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Times New Roman Regular

Times New Roman Italic

Times New Roman Bold

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Times New Roman Bold Italic

Foreign language fonts

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

Web colour palette

NHS Brand Guidelines | NHS foundation trusts | 21 September 2011

NHS web colour palette