Gov.uk

Official Websites

• https://www.gov.uk
• http://www.gov.uk

Brand Guidelines

2013

Brand Summary

Mission

• To provide a simpler, clearer, faster digital presence for UK government services and information.

Core Values

• simplicity
• clarity
• speed

Target Audience

• Citizens, residents, and anyone seeking official UK government information or services online.

Personality Traits

• authoritative
• accessible
• official
• straightforward

Visual Identity Overview

• The visual identity centers on a minimalist, high-contrast logo featuring a stylized crown and bold, uppercase sans-serif text ‘GOV.UK’. The logo is always accompanied by clear spacing rules, appears in white on dark backgrounds for digital use, and black for print. The tagline ‘Simpler, clearer, faster’ reinforces the brand’s values. Visuals are clean, professional, and avoid unnecessary embellishments.

Categories

Brand Imagery

• The symbol is the crown and the word GOV.UK together. The crown is always on the left
• Online, on television and over graphics, the crown and the word should be white, but they can appear on any colour
• For printed materials and stationary, the symbol should be black
• Measure minimum space around the logo using the U character at the set size
• Please don’t play with the symbol

Color Palette

• Online, on television and over graphics, the crown and the word should be white, but they can appear on any colour
• For printed materials and stationary, the symbol should be black

Typography

• They can use the GOV.UK Transport font
• Apart from the GOV.UK symbol they should not use the GOV.UK Transport font

Logo Usage

• The symbol is the crown and the word GOV.UK together. The crown is always on the left
• Online, on television and over graphics, the crown and the word should be white, but they can appear on any colour
• For printed materials and stationary, the symbol should be black
• Measure minimum space around the logo using the U character at the set size
• Please don’t play with the symbol

Tone And Messaging

• Always use capital letters when writing the name GOV.UK
• Always use www, never http. Use lower case
• URLs should be all one word, not hyphenated
• Use lower case for the URL and upper case for GOV.UK
• Pronounce the dot. It helps people understand it’s a website
• Say all the dots, and Ws
• Please don’t play with the symbol

Visual Style

• The symbol is the crown and the word GOV.UK together. The crown is always on the left
• Online, on television and over graphics, the crown and the word should be white, but they can appear on any colour
• For printed materials and stationary, the symbol should be black
• Measure minimum space around the logo using the U character at the set size
• Please don’t play with the symbol

Layout And Composition

• The symbol is the crown and the word GOV.UK together. The crown is always on the left
• Online, on television and over graphics, the crown and the word should be white, but they can appear on any colour
• For printed materials and stationary, the symbol should be black
• Measure minimum space around the logo using the U character at the set size
• Please don’t play with the symbol

Additional Properties