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Introduction to the NHS brand

Introduction to the NHS brand. What does this presentation cover?. Background to the NHS brand - and why it is important Getting it right – an overview of the corporate identity guidelines Further information and support. Background to the NHS brand.

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Introduction to the NHS brand

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  1. Introduction to the NHS brand

  2. What does this presentation cover? • Background to the NHS brand - and why it is important • Getting it right – an overview of the corporate identity guidelines • Further information and support

  3. Background to the NHS brand • Single corporate identity introduced 1998/99 • Corporate identity reflecting national policy • move from internal market to ‘one NHS’ • Local desire for clarification around identity • moving on from ‘logo soup’ • Making services visible • clarifying what is or is not an NHS service

  4. The power of the brand • Over 90% unprompted recognition of NHS identity • Very high levels of trust and integrity • Trusted as a credible and impartial deliverer of health services and health information • Has the ability to arrest and inform * Compiled from MORI research

  5. The NHS is changing • Services are being delivered in new ways by different organisations • NHS is becoming more patient led – more personalised services with choices for patients • We need to help the public navigate this more diverse healthcare system The NHS brand plays a crucial role in doing this

  6. The role of the brand • The NHS brand can help and reassure the public by • signposting accountability • easing access • communicating values • It is critical that the NHS brand identity is used consistently and prominently to achieve this

  7. Consistent use of the NHS brand

  8. Getting it right -An overview of the corporate identity guidelines

  9. The NHS brand Products Logo All NHS services, information and advice/support Comms principles Modern Straightforward Professional Caring Respectful Honest Values Colours Health Care Professionalism Efficiency Equality Choice Design elements Frutiger font

  10. The logo • Exclusion zone • Minimum recommended size is 10mm on A4 • Download the logo from the NHS Identity Website at www.nhs.uk/nhsidentity • The logo is a registered trademark

  11. The logo • Use NHS Blue (Pantone 300), black or white reversed out of a colour from the colour palette • Never reproduce as tints

  12. Different “logotypes” for different organisations National example Local example Non-statutory example (Non-legal - accountable to one or more statutory organisation)

  13. Local logotypes • Use the full and legal name of organisation (refers back to accountability) • Use logotypes in their original blue and black, solid black or white only • Each NHS organisation is issued with its own logotype free of charge • Order new or replacement artwork from the NHS Identity Helpline on 020 7972 5250

  14. No new logos – why? No new logos to be developed within the NHS as they • Compete with and compromise the integrity of the NHS logo. • Do not demonstrate a direct line of accountability for the information and services provided • Hold no immediate recognition to the public which already recognise and trust the NHS logo. • Incur unnecessary costs in their development and implementation.

  15. Positioning of the NHS logo • Correct position top right • Secondary position is bottom right • Logo may only appear once on any communications – including when NHS organisations are working together

  16. Partnership • When NHS organisations are working together • Use NHS logo once • List names or partner organisation elsewhere • Or use a description such as ‘The NHS in Cumbria and Lancashire’

  17. Colour • Blue is synonymous with the NHS • NHS Blue (Pantone 300) • Secondary colour palette - modern and vibrant • Large range including tints - 13 colours each with 9 tints

  18. Fonts • Frutiger should be used on all NHS professionally printed communications • Use Arial for work produced internally • You can also use Garamond and Times New Roman • Minimum size 12 point for accessibility

  19. Imagery • Use of photography is encouraged over illustration • Consider appropriateness of chosen imagery • Must reflect our communication principles • No text over graphics • Use the newly redeveloped NHS Photo Library www.nhs.uk/photolibrary

  20. Words • Use plain English • Our communications principles • Straightforward • Clear • Accessible • Honest • Tone of voice appropriate to audience • Short sentences

  21. Corporate vs Marketing material • Corporate literature such as letterheads, business cards and compliments slips must follow strict layout guidelines • www.nhs.uk/nhsidentity • Marketing and patient information communications have greater design flexibility • Must still be clearly owned by the NHS and support NHS values • Develop within the NHS corporate identity guidelines

  22. Creating your own design style • Create an individual look and feel for products and initiatives within the NHS identity by using • Colour: 14 different colours in the NHS colour palette • Font: different weights and styles of the NHS typeface Frutiger • Imagery and graphics: consistent placement and style of imagery, thereby creating a design template • New guidance available: The NHS Identity at a local level – Developing a design style for your organisation

  23. Example:

  24. Further information and support • NHS Identity Website www.nhs.uk/nhsidentity • NHS Identity Helpline • Tel: 020 7972 5261 or 020 7972 • Fax: 020 7972 1501 • E-mail: nhsidentity@dh.gsi.gov.uk

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