Visual styles, graphic devices and straplines
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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.
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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.
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How can the NHS Identity be used on campaigns?
Our public research shows that the NHS Identity is instantly recognisable and evokes powerful levels of trust and respect. It also shows that the use of the NHS logo gives people confidence in a campaign and is seen as a marker of credibility and quality.
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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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Can we use the Star of Life symbol?
The Star of Life is used in some countries as a symbol denoting ambulances, paramedics and other emergency medical services . Copyright in the symbol is believed to belong to the United States Government, which seems to be happy to allow such use.
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Why has the NHS colour palette changed?
The NHS colour palette has been expanded to give NHS organisations the flexibility to visually differentiate their communications from each other, but not from the NHS.
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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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How should accreditation marks be applied?
Accreditation marks should be positioned in a supporting position, at the bottom of your NHS communications.
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Do we have to use Frutiger and Arial fonts for everything?
Yes. Typeface is a key element of any organisation’s identity so it is important to apply it consistently.