FAQs and Help

Naming principles

Do the NHS Identity guidelines apply to internal communications?

Yes. The NHS Identity guidelines apply to both external and internal communications produced by NHS organisations.
Are there guidelines for digital communications?

Yes, there is specific advice within each of the relevant guidelines about how to apply them to digital communications.
How can NHS organisations, campaigns or partnerships differentiate themselves?

The single NHS Identity was introduced in 1999 to clearly signpost patients to NHS organisations and services. It is the visual representation of the values and purpose of the NHS — a national service, accessible and free to all. Since being introduced, the NHS Identity is now instantly recognised by 98% of the public.
How do we change our NHS organisation’s name?

The process for changing your NHS organisation's name differs depending on whether your organisation is an NHS Trust, an NHS Foundation Trust or a Clinical Commissioning Group. The different processes are explained in the guidelines section on NHS naming principles.
When do you expect communications and materials to follow the new NHS Identity guidelines?

One of the key principles of the new NHS Identity guidelines is ‘The use of the NHS Identity must always provide the best value for tax payers’ money.
How do we brand partnerships and vanguards?

Partnerships can be a challenging issue when it comes to branding because of the complexities involved.
How do we brand services delivered outside our usual geography?

A number of NHS organisations are now delivering services outside their geographical name. We recognise that using their NHS organisational logo on communications about these services might be confusing for patients.
How do we brand NHS services provided by a third party?

Our research shows that patients and the public expect all NHS services to be clearly branded with the NHS identity, regardless of who the provider is. This is so that it’s clear to people that it is an NHS funded service which meets NHS quality standards.