NHS Brand Guidelines

As the topic relates to medicine a good way of visualising this was to reference the NHS. In order to inform approaches to design I looked into existing NHS Brand guidelines. The NHS Identity is one of the most cherished and recognised brands in the world.  When applied correctly and consistently, it evokes exceptionally high levels of trust and reassurance.  All users of the NHS Identity have a responsibility to protect it and ensure we achieve the national standard that our patients expect from the NHS. Some of the guidelines can be seen listed below. 

COLOUR

Therefore, NHS Blue and white are the dominant colours in the NHS colour palette. They help signpost people to NHS organisations and services, by ensuring that materials are instantly recognisable as originating from the NHS. They also ensure that communications maximise the strong value of the NHS Identity and the positive attributes that patients, the public and stakeholders attach to the NHS.

FONTS

Core NHS font: Frutiger

Frutiger is available to buy in many weights, and licences to use Frutiger both on and offline can be purchased from a number of font sellers. As well as specifying the type and number of licences required, you need to ensure you are buying the Linotype family of Frutiger, and the specific weights of Frutiger 65 Bold, Frutiger 55 Roman, Frutiger 56 Roman Italic and Frutiger 45 Light. These weights, as set out in the guide below, are appropriate for the majority of offline applications. Online, we suggest avoiding using italics because it is less accessible.

IMAGERY 

Photography and illustrations are powerful and emotive tools through which to express our NHS principles and values.

The NHS principles and NHS values are set out in the NHS Constitution.

TONE OF VOICE

When communicating about difficult subjects, your tone should communicate genuine understanding and respect. The listener or reader should feel empowered and informed.