NHS Identity principles

Principle 1: When applying the NHS Identity, the interests and needs of patients and the public should always be considered first

Applications include:

• Names of organisations must be clear and understandable.
• Unnecessary jargon and technical language should be avoided.
• Visual and written complexity must be removed as much as possible.
• There needs to be transparency/clarity regarding who provides the service
• Additional logos and graphics that confuse the public are not allowed.

Principle 2: The use of the NHS Identity must always provide the best value for taxpayers’ money

Applications include:

• Consistency helps to save money and communicate the national single NHS standard of service.
• Additional logos and graphics will not be allowed saving unnecessary expenditure.
• Only applying the policy to new or updated materials as they are developed.

Principle 3: All applications of the NHS Identity should support the NHS values and the principles of the NHS Constitution

Applications include:

• The NHS Identity is the visual representation of the NHS values and the standards that patients can expect.
• Patients come first, every time.
• Imagery must reflect the diverse communities we serve.
• Quality of care includes quality of communications and accessibility.

Principle 4: All users have a duty to protect the NHS Identity

Applications include:

• All users must respect and maintain the integrity of the NHS Identity.
• Communications that damage or dilute the NHS Identity are not permissible.
• Users have a responsibility to protect the trust built in the NHS Identity.
• Additional logos or graphics that de-value the identity will not be allowed.

Principle 5: The NHS Identity is the single, clear way to signpost patients and the public to NHS organisations and services and should be used universally and consistently.

Applications include:

• All services delivered on behalf of the NHS need to be clearly badged.
• More consistency of communications and respect for the NHS Identity, less use of colour and additional graphics will help increase clarity for patients.
• Communications can include localised elements, but these must not compete with or dilute the NHS Identity in any way.
• Individual organisations need to put the interests of the whole NHS Identity first.

Principle 6: The NHS Identity cannot be used to generate profit unless there is a benefit to the NHS

Applications include:

• Non-NHS organisations cannot use the NHS Identity to help promote or sell non-NHS services without permission from the NHS trade mark owner.
• Benefits to the NHS can be wide ranging, for example financial and/or improvements to public health.
• The NHS Identity cannot be used to endorse an external product or service without the permission of the trade mark owner.
• Individuals cannot use the NHS Identity to raise their personal profile.
• The NHS Identity cannot be used to mislead patients about their choices; it must never be used in a way that could suggest that a provider is their only choice.