Applying the identity

Identity examples

Best practice examples illustrating the use of the NHS Identity on a range of materials and digital applications.

Browse Categories View All


The NHS identity on apps, including use of the logo, geographic locators and naming conventions.


Placement of the NHS logo on national and local campaigns, where the NHS is the lead organisation, where the NHS is in a supporting role and mixed-partnerships.

Exhibitions and events

The design of event stands and how event organisers may use and position an NHS organisational logo when the NHS is supporting or sponsoring an event.

Income generation

When and how you can use the NHS Identity on NHS commercial services, NHS delivered private healthcare services and other activities to generate income. Our research shows that the NHS Identity evokes strong levels of trust and reassurance among patients, the public and NHS staff. To protect the integrity of the NHS logo, third parties are not permitted to use the NHS Identity to generate income.

Leaflets and posters

Correct application of the NHS logo and use of visual styles on leaflets and posters. Examples include NHS-led campaigns, partnerships, primary care contractors, third party providers and charities. Some of these examples show clinical commissioning groups (CCGs) which were replaced by integrated care systems (ICSs) on 1st July 2022.

NHS service logo

When and how to use an NHS service logo showing placement on websites, leaflets, patient letters and staff identification badges by both NHS organisations and third party providers.

Partnership - mixed

Applying the NHS Identity to partnerships between the NHS and other organisations including local authorities, charities and third party providers. Examples include vanguard communications and health campaigns.

Partnership - NHS

Multi-NHS partnerships showing the use of a single NHS logo, and how to apply a partnership logo to a formal NHS partnership.


Use of the NHS Identity and the NHS Constitution graphic device on reports by NHS Trusts and Foundation Trusts, National NHS organisations, clinical commissioning groups and partnerships. Some of these examples show clinical commissioning groups which were replaced by integrated care systems (ICSs) on 1st July 2022.


Exterior building and interior way-finding signage for NHS organisations and use of the primary care logo on primary care contractors’ exterior and interior signage including fascias.

Social media

How the NHS Identity should be applied to social media accounts, such as Facebook, Twitter, Instagram and YouTube. Guidance is given on profile pictures, cover photos, account and user names.


How NHS organisations, third party providers and primary care contractors should apply the NHS Identity to letterheads, envelopes, appointment cards and other stationery items.

Uniforms and identification

The NHS Identity on name and identification badges, lanyards and uniforms, demonstrating co-branding with third party providers and placement of Ambulance Services’ Crown Badge.


Applying the NHS logo to different vehicles, including those used by third party providers of NHS services.

Visual style, graphic devices and straplines

Examples of print and digital communications showing how NHS organisations and partnerships can differentiate themselves from each other whilst still adhering to the Identity guidelines.


Examples cover NHS organisations, NHS services provided by third parties, primary care contractors, local authority commissioned services, NHS private healthcare and other commercial services. Also covers placement of accreditation marks.