What do we mean by brand identity?
Brands are names, words, logos and other symbols which identify an organisation and its products or services. ‘Brand identity’ is a term which covers all the elements which go to make up and support the brand, including colours, typefaces, styles of photography and much more. The brand identity is applied to everything from signs and uniforms to stationery and online messaging.
Although the NHS Scotland brand identity is principally about graphic design, it also covers how we write and speak about the organisation. For instance, NHS Scotland should be written as two words – to improve accessibility and align with naming conventions used by other NHS organisations.
Who can use the identity
The identity is reserved for the use of:
- NHS Scotland organisations
- Services funded by NHS Scotland (programmes, projects, initiatives and information)
- National treatment centres
- Primary care contractors.
In certain defined circumstances, and with prior agreement, the brand identity may also be used by organisations who are closely linked with NHS Scotland. These include:
- NHS Scotland linked charities
- Partnerships (involving NHS Scotland funded staff, services or information).
Where an organisation outwith NHS Scotland is permitted to use elements of the brand identity, they must follow the rules outlined in these guidelines.
Permission for such use must be sought through contacting nhsscotlandbrandpolicy@gov.scot
Who cannot use the identity
Suppliers of goods, services and products to NHS Scotland are unable to use the NHS Scotland identity. Exceptions to this rule include uniforms, signage and vehicle liveries.
Protecting the use of our brand
A brand is a valuable asset and its use must be protected, especially for NHS Scotland, where public trust and confidence are essential.
Only organisations, bodies or entities established underthe 1978 Act can use the brand in theiridentity and name.
All other identities within NHS Scotland should be phased out and no new, alternative identities developed.