The NHS logo, also known as the lozenge, is central to the NHS Identity. It is the visual representation of the values and purpose of the NHS and is the mark of quality that patients and the public look for when accessing healthcare. The NHS logo acts as a signpost to NHS organisations and services, and helps people identify information that has come from the NHS. It is the only logo that the NHS in England should use to represent itself. Wales, Scotland and Northern Ireland use their own logos for their health services.
Our research shows that the NHS logo is instantly recognised and evokes positive, rational and emotional associations of trust, confidence, security and a sense of dependability. Therefore, its position as one of the most cherished and recognised brands in England needs to be maintained and protected.
The NHS logo is protected by law. It is a UK trade mark owned by the Secretary of State for Health and Social Care. It is also protected by copyright. Only original artwork files for the NHS logo should be used. You should not attempt to recreate it yourself.
When the NHS logo appears on its own, it usually signifies the NHS at a national level — ‘the NHS in England’. However, the NHS logo may also be used on its own in instances such as:
- representing a partnership of NHS organisations
- there is not enough space for an NHS organisational logo (see ‘Formatting your logo for digital applications: Avatars, profile pictures, icons and favicons’ in the NHS organisational logos section)
In exceptional circumstances ie. for specific HM Government (HMG) or NHS led national campaigns to help, it may be necessary for the Department of Health and Social Care(DHSC) brand team to use/create a bespoke lockup.
Where the NHS logo appears on its own, the guidelines are as follows:
1. Leaving clear space around the NHS logo
The NHS logo should not be cluttered by other text or images appearing too close to it and should not be positioned so close to the edge of materials that it looks like an afterthought. To ensure this happens, the NHS logo has a minimum exclusion area around it.
Minimum exclusion zone for print
For print and signage applications, this is equal to the full height of the logo no matter how large it is. This ensures that the logo is always clear and legible.
Minimum exclusion zone for digital
However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller minimum exclusion area equivalent to half the height of the logo is accepted.
It is important to stress that these are both minimum exclusion areas. More space is preferred where it is possible and practical.
2. The NHS logo on backgrounds
The preferred background for the NHS logo is white. However, where this is not possible, the following examples illustrate which backgrounds are, and are not, acceptable. As a general rule, you should always try to protect the overall look of the NHS Identity, so backgrounds that are white, blue or pale grey are likely to be best.
Acceptable NHS backgrounds
Unacceptable NHS backgrounds
Printing in one colour
If you are printing in one colour, the NHS logo can be reproduced in NHS Blue or in black. No other colours are permitted. You can’t reverse the NHS logo out of black.
3. Size and positioning
Since its introduction, the NHS logo has always appeared top right, and this is where patients and the public expect to see it. Therefore, with the exception of digital applications, the logo should always appear in the top right of materials (when the NHS is leading the work/communication).
The following shows the relative sizes and margins for the NHS logo on standard print, advertising and digital formats. Any other formats should be sized proportionally, or should replicate the size and margin of the closest format shown here. For example, a square A4 format (210mm x 210mm) should use the size and margin guidelines for A4. Please note there are different sizing guidelines for NHS organisational logos. This is because they are deeper and therefore the NHS logo height needs to be proportionally smaller.
Standard print sizes
The following summarises NHS logo and margin sizes for standard print formats:
A2 (420 x 594mm) Logo and margin size = 20mm
A3 (297 x 420mm) Logo and margin size = 15mm
A4 (210 x 297mm) Logo and margin size = 10mm
A5 (148 x 210mm) Logo and margin size = 8mm
A6 (105 x 148mm) Logo and margin size = 8mm
DL (99 x 210mm) Logo and margin size = 8mm
DL Envelope (110 x 220mm) Logo and margin size = 8mm
Business Card (55 x 90mm) Logo and margin size = 7mm
Typical advertising poster sizes
The following summarises NHS logo and margin sizes for typical advertising poster formats:
96 sheet (12,192 x 3048mm) Logo and margin size = 240mm
64 sheet (8,128 x 3048mm) Logo and margin size = 240mm
48 sheet (6,096 x 3048mm) Logo and margin size = 240mm
6 sheet (1,200 x 1800mm) Logo and margin size = 70mm
A0 (841 x 1189 mm) Logo and margin size = 40mm
A1 (594 x 841 mm) Logo and margin size = 28mm
The following shows the NHS logo height and margin sizes for typical desktop and mobile screen sizes.
Desktop (>1000px wide) Logo height = 40px and margin size = 30px
Tablet (>600px and <1000px wide) Logo height = 35px and margin size = 20px
Mobile phone (<600px wide) Logo height = 30px and margin size = 15px
The minimum size that the NHS logo can appear in digital applications is 30px high. It is important to stress that this is a minimum. The only exception to this is when designing favicons for web browsers, as they can typically be as small as 15px square.
Where recommended margins cannot be achieved, the minimum digital exclusion zone of half the NHS logo height should be observed.
4. One NHS logo on a page
There should never be more than one NHS logo on a page. Duplication looks untidy and dilutes the strength and impact of the NHS Identity. We have specific guidance on when two or more NHS organisations are working in partnership.
5. Using the NHS logo within text
The NHS logo must not be embedded in a line of text as a substitute for the letters ‘NHS’.