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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.

However, very occasionally there may be cases where the use of the NHS logo may deter some audiences from interacting with, and responding to, communications (e.g. particular target audiences or health issues).

In such cases, you should ask for permission to leave the NHS logo off your communication or to position it in a less prominent place. You will need to provide research and evidence to demonstrate why using the NHS Identity would have a negative impact.

Please visit contact us to request permission.