Key identity elements
Explore the key elements of our brand, from logos and colours to tone of voice and creative examples. Each section provides guidance on how to use our identity consistently across all communications.
Brand Identity
What do we mean by brand identity? Brands are names, words, logos and other symbols which identify an organisation and
Naming principles
Overall Rules NHS Scotland is two words. Only Scottish Ministers can approve exceptions or name changes. Principles (Applicable to all
Logos
Our national identity – Primary logo The NHS Scotland logo is instantly recognisable, assuring people about the quality of care
Colours
The brand colour palette has been carefully considered to help build trust and reassurance by helping people recognise NHS Scotland
Fonts
Our fonts are a key part of our brand identity and how the public and staff recognise us. Using them
Straplines
No wording, including straplines, can be used or locked up, with or alongside the NHS Scotland logo. Any wording, including
Tone of voice
Tone of voice is an important part of our brand. How we talk reflects our values, the relationship we would
Our brand in action – creative examples
Print Stationary Social Media Email signatures Email signatures should be placed on white backgrounds with no images, blocks of colour,