Service branding
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Why are some organisational logos split over a number of lines and some over one?
Where the organisational name is longer in width than the A4 landscape page they been split, either over two or three lines. Some organisational names have been split even though they do fit onto one line, this is because they look more balanced with a split.
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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.
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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.
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Can the NHS logo ever be purposely left off communications?
The NHS logo is instantly recognised and evokes positive, rational and emotional associations of trust, confidence, security and a sense of dependability. It should be used to ensure that patients, the public and stakeholders can quickly and easily identify communications from the NHS.
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How do we brand a service commissioned and funded by others?
When an NHS organisation is delivering a service which is commissioned and funded by a non-NHS organisation (e.g. a local authority), the design of communications is the commissioner’s decision.
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How do we create our NHS organisational logo?
NHS organisations and established formal networks will be provided with their NHS organisational logo in the new standard format by the NHS Identity team. After that, if your organisation ever needs to change its name, you will be responsible for making changes to your NHS organisational logo once your new name is approved.
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Can we use the NHS Identity on income generation activities?
The letters 'NHS' and the NHS logo (lozenge) are protected by law. They are registered trade marks. The owner of the trade marks has ultimate and absolute discretion as to whether to permit or prohibit use.
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How do we brand partnerships and vanguards?
Partnerships can be a challenging issue when it comes to branding because of the complexities involved.
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Can we use the NHS Identity on our NHS private healthcare services?
Many NHS Trusts and NHS Foundation Trusts now offer private healthcare services and generally deliver these services from NHS facilities.