We hope that NHS organisations and providers of NHS services will want to follow the new NHS Identity guidelines because they:
- Recognise the strength of the NHS Identity and the strong emotional attachment that patients and the public have to it. There are many other brands which would love to have the same levels of public awareness and affection which the NHS enjoys.
- Appreciate that the guidelines are based on the views of patients and the public who expect and want to see a consistent application of the NHS Identity. It reassures them that they can rely on the quality of NHS service being provided – “It’s NHS – you know you can trust it”.
However, providers of NHS services commissioned under the NHS Standard Contract are required to follow the NHS Identity guidelines.
The NHS Identity is protected by law. The letters ‘NHS’ and the NHS logo are UK trade marks owned by the Secretary of State for Health and Social Care by the Department of Health and Social Care in England. The NHS logo is also protected by copyright.