Official Websites

• https://www.gov.uk
• https://hmgbrand.gcs.civilservice.gov.uk
• http://www.gov.uk
• https://www.nationalarchives.gov.uk
• https://www.yourpension.gov.uk
• https://gov.uk

Brand Guidelines

2022

Brand Summary

Mission

• The HM Government identity is recognised and trusted by the public. It is the master brand for government communications and must be applied correctly and consistently to ensure clarity, authority, and credibility across all government activities [^1].

Core Values

• professionalism
• transparency
• authoritativeness
• consistency
• accessibility

Target Audience

• The general public, government departments, agencies, and partners, including audiences in devolved administrations and overseas [^2].

Personality Traits

• professional
• transparent
• authoritative
• confident
• open
• accessible

Visual Identity Overview

• The visual identity is modern, clean, and professional, featuring the Royal Coat of Arms, a consistent color palette, clear typography (Helvetica Neue or Arial), structured layouts, and strict logo usage rules. It emphasizes clarity, simplicity, and flexibility across print, digital, and signage applications [^3].

Categories

Brand Voice

• Tone of voice defines how the organisation sounds. It isn’t just about the words you use – though this is part of it – but it’s the way you write or talk.
• Our tone of voice is professional, transparent and authoritative. It’s important that our tone of voice is applied consistently and that everyone who writes or talks about HM Government is clear about these three principles.
• formal avoid colloquialisms and be specific, informative and to the point
• accurate use facts and figures to support points and recommendations
• consistent ensure communications are fact checked and proofread
• Transparent clear signpost important areas of the text e.g. calls to action
• open present both sides of an argument and don’t be judgemental
• accessible cut out jargon and difficult words, and break up longer sentences and paragraphs
• Authoritative direct use the active voice – ‘we decided’ rather than ‘a decision was made’
• unambiguous use definite rather than vague language
• confident limit the use of tentative words like can’t, don’t and maybe

Brand Imagery

• Photography should be selected carefully and illustrate the themes of the document. Images should be contemporary and reflect real life.
• Taking photographs from unusual angles or by zooming in on detail can help to create interest.
• Photography must be of high resolution (300dpi minimum at actual size of use) for printed material.
• Ensure that you have the licensing and rights for all photography used.
• Ensure images of people are emotive.
• Avoid using shots that appear posed, cliched or staged.
• Reflect our diversity by showing people from a mix of ethnic backgrounds and ages, including a cross-section of occupations.

Color Palette

• The colour palette is made up of six primary colours in bright, dark and light shades to allow for variation and to convey different tones.
• Always use the correct Pantone® colour references or their CMYK, RGB or web hex equivalents shown below. CMYK, RGB and web hex breakdowns are taken from Adobe Photoshop (Pantone® solid coated).
• Pantone 660 C C77 M46YOKO R61 G125 B202 #3d7dca
• Pantone 241 C C33 M97 YO KO R180 G26 B131 #641a83
• Pantone 349 C C90 M32 Y93 K24 RO G105 B56 #006938
• Pantone 7408 C C2 M27 Y96 KO R248 G191 BO #f8bf00
• Pantone 1805 C C21 M94 Y80 K13 R178 G41 B46 #b2292e
• Pantone 424 C C54 M42 Y43 K27 R112 G114 B113 #707271
• All colours in the palette can be used in tints of 20%. Tints are used to create range for backgrounds, diagrams, charts and graphs.
• Pantone 7693 C Pantone 669 C Pantone 3435 C C100 M69 Y29 K14 C85 M90 Y33 K31 C89 M44 Y77 K52 RO G72 B119 R63 G43 B86 R18 G71 B52 #004877 #3f2b56 #124734
• Pantone 1385 C Pantone 1815 C Pantone Black 7 C C13 M59 Y100 K3 C31 M91 Y74 K39 C63 M57 Y58 K63 R216 G121 BO R128 G38 B41 R61 G57 B53 #d87900 #802629 #3d3935
• When applying text on top of a 20% background tint, always check 40% the colour contrast passes AAA accessibility standards.
• More information about colours and accessibility is on page 32.
• Pantone 2985 C Pantone 7446 C Pantone 7724 C C62 M2Y4 KO C53 M49YO KO C84 M15 Y68 K1 R85 G193 B233 R139 G134 B202 RO G149 B110 #55c1e9 #8b86ca #009560
• Pantone 121 C Pantone 7625 C Pantone 427 C C1 M15 Y74 KO C1 M80 Y74 KO C22 M14 Y15 K1 R254 G216 B87 R232 G80 B62 R208 G211 B212 #fed857 #e8503e #d0d3d4
• It is important that the background and font combinations meet AAA accessibility standards. This means that only certain colours can be used for text on muted colour backgrounds.
• The examples shown here use black text.
• White text should only be used for online or social media purposes and should never be used for PDFs.
• The examples shown here use white text on a coloured background.
• The examples shown here use colours from the dark palette on various tints of the light grey background.

Typography

• Our main typeface is Helvetica Neue. Selected for accessibility, it provides a contemporary balance to the heraldic values of the Royal Coat of Arms, reflecting a progressive organisation steeped in a rich heritage.
• The Helvetica Neue family is flexible with a wide range of weights which is essential when creating large, text heavy documents.
• These are the key weights for most applications. Please see page 53 for type style and hierarchy guidance.
• Type alignment should be ranged left.
• Kerning must be set to optical, tracking at 0pt.
• Helvetica Neue 45 Light
• Helvetica Neue 55 Roman
• Helvetica Neue 65 Medium
• Helvetica Neue 75 Bold
• If Helvetica Neue is not available, for example when producing PowerPoint presentations or reports in Word, you can use Arial.
• The same guidance on usage throughout this section still applies. Simply substitute Helvetica Neue Light or Roman for Arial Regular, and Helvetica Neue Bold or Medium for Arial Bold.
• Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 ()!@£$%&
• Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910 ()!@£$%&
• Consistent application of our type style and hierarchy reinforces clarity and professionalism. Illustrated here are the most common type styles used.
• Whenever possible, keep to these style sheets to ensure that the identity is used consistently.
• See page 53 for examples of typographic hierachy in publications.
• Title 38/42pt Helvetica Neue 45 Light
• Subtitle 22/26pt Helvetica Neue 55 Roman
• A heading 25/27pt Helvetica Neue 55 Roman
• B heading/introductory copy 16/19pt Helvetica Neue 55 Roman
• C heading 12/14pt Helvetica Neue 65 Medium
• Body copy 12/14pt Helvetica Neue 55 Roman
• • Bullet point text should have a hanging indent, as shown here 12/14pt with a 7mm indent in Helvetica Neue 55 Roman
• • Numbered text should have a hanging indent whenever spacing permits 12/14pt with a 7mm indent in Helvetica Neue 55 Roman
• Title for charts, graphs, figures or tables 12/14pt Helvetica Neue 55 Roman
• Captions and source information 12/14pt Helvetica Neue 55 Roman
• Footnotes 12/14pt Helvetica Neue 55 Roman
• The structure of a document cover highlights content while retaining consistency. Recommended font sizes and weights are specified here.
• Document title 40/60pt Helvetica Neue 75 Bold/55 Roman
• Document subtitle 14/26pt Helvetica Neue 65 Medium
• Date or # tag set at 12/18pt Helvetica Neue 55 Roman
• To help to organise content effectively and consistently, we have a hierarchy of headings and subheadings, as shown here.
• A heading Chapter or section title 25/30pt Helvetica Neue 55 Roman Working together
• B heading Introductory copy 16/19pt Helvetica Neue 55 Roman
• C heading Primary subheading 12/14pt Helvetica Neue 65 Medium
• D heading Subheading 12/14pt Helvetica Neue 65 Medium
• Running header 9/11pt Helvetica Neue 55 Roman
• Body copy should be reproduced in black or dark grey.
• Headings, quotes or subheadings should be reproduced in a colour from the dark palette at 100%.
• The letter style is to type in 10-12pt Arial regular, with 12-14pt line spacing, aligned left and unjustified

Logo Usage

• All logos should be created by Design102 in both landscape and portrait format to work across a range of media.
• All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line
• The principles of lock-ups work are illustrated here. They have been designed to keep sizing, weight and spacing consistent.
• The primary symbol for use with the government identity system is the Royal Coat of Arms.
• The Royal Coat of Arms should not be used in isolation. It should always be used in conjunction with the department or organisation name.
• HM Government logos using the Royal Coat of Arms should, wherever possible, adhere to the superior rule. The superior rule ensures that logos using the Royal Coat of Arms have prominence and authority. To achieve this, logos must be placed at the top of any communications, adhering to the exclusion zone illustrated on page 23. In certain cases it may not be possible to adhere to the superior rule, for example online or when co-branding, in which case the logo must have equal prominence to that of its partners.
• For consistency, the Royal Coat of Arms should be reproduced in black or white only. In specific instances it is possible to reproduce the Royal Coat of Arms in a single colour, however, it should never be a metallic colour (e.g. silver or gold), as such colours have a Royal association.
• The Royal Coat of Arms should not be used as a watermark or overprinted.
• The official versions of the Royal Coat of Arms are not to be altered, distorted or modified in any way.
• Never place the logo in a box of colour to make it stand out. Your background colour will dictate which version of the logo you use.
• When placing the logo on a white background, use the logo with the blue colour line. If using a one colour print use the black version of the logo.
• Always use the white version of the logo when placing it on dark colour backgrounds.
• The configurations of the logos must never be altered. Always use the identity artwork provided. Please see pages 9 and 10 for details of appropriate logo use.
• Don’t squash or distort the logo
• Don’t add a strapline near the logo
• Don’t place the logo on images where it may get lost
• Don’t place the logo at an angle
• Don’t distort the proportion of the crest
• Don’t alter the colour of the logo
• The exclusion zone ensures the logo is not compromised by other elements and helps it stand out. This page shows the minimum clearance areas. Whenever possible, leave more space around the logo than the exclusion zone.
• The height and width of the clear space is set by the width of the Royal Coat of Arms around the logo.
• However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted.
• The same rules apply to both the landscape and large format versions of the logo.
• Maximum and minimum sizes refer to the width of the Royal Coat of Arms, rather than the logo as a whole.
• To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than a width of 5mm in print.
• The maximum width is 20mm. After that the large format logo should be used (see secondary logos on page 10).
• The Royal Coat of Arms should never appear smaller than a width of 26 pixel on screen.
• For maximum impact, the identity should always be used prominently and legibly, as illustrated in the examples shown on page 68.
• Whenever possible, the logo should be placed at the top left of the page. Should the design not permit this, place it according to the guide shown here.
• Work produced by two or more government departments or agencies should always use the HM Government logo, as HM Government is the master brand. The preferred placement for the logo is in the top left corner of the page.
• For clarity when using the HM Government logo, you can add a relationship statement at the bottom of the page outlining the organisations involved in the publication.
• When co-branding with a number of non-governmental organisations, those logos can be placed in a band on the bottom of the page, as shown here. Please ensure equal sizing and spacing for all of the partner logos used.
• The logo can be used alongside, or as an endorsement to, the logo of a distinct organisation, service or campaign.
• When co-branding or endorsing a project, use the logo as illustrated here.
• If endorsing a campaign, service or organisation, you should either be providing content, funding or supporting their service, campaign or organisation.
• The HM Government logo should have prominence whenever possible.
• The recommended sizes for common document formats are illustrated here. The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• On our websites, the landscape logo is always used and is positioned top left in a bar.
• The following shows how close the logo should sit to the absolute top of the site and the absolute left, for desktop, table and mobile screen sizes. The width of the black bar stays consistent across all three.
• Website designs using our logo should be responsive. We’ve provided recommended usage sizes for three typical digital formats below. The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• For social media avatars the Royal Coat of Arms is used on its own, with the HM Government primary colour in the background. For consistency, every department and their agencies should follow this rule, using their crest, insignia or symbol from their logo and their primary colour as the background. This is because the organisation name will always be visible beside the avatar on profiles and posts.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 72). The logo should always be centred in the frame.
• When creating HD video or animation, the crest of the logo should be 124px wide in size.
• When creating a 4K video or animation, the crest of the logo should also be 124px wide in size.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations. The logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency, the secondary departments should be added in text to the editable file provided by Design102.
• The HM Government logo should be used on external signage for shared occupancy buildings and government hubs in England.
• The exclusion zone ensures the logo is not compromised by other elements and helps it stand out.
• The height and width of the clear space is set by the width of the Royal Coast of Arms around the logo.
• Whenever possible, leave more space around the logo than the exclusion zone.
• The first line of the hub address should be placed beneath the logo at a distance equal to one-quarter of the height of the crest. The typeface used is Helvetica Neue 55 Roman.
• Minimum exclusion zone for signage

Tone And Messaging

• Tone of voice defines how the organisation sounds. It isn’t just about the words you use – though this is part of it – but it’s the way you write or talk.
• Our tone of voice is professional, transparent and authoritative. It’s important that our tone of voice is applied consistently and that everyone who writes or talks about HM Government is clear about these three principles.
• formal avoid colloquialisms and be specific, informative and to the point
• accurate use facts and figures to support points and recommendations
• consistent ensure communications are fact checked and proofread
• Transparent clear signpost important areas of the text e.g. calls to action
• open present both sides of an argument and don’t be judgemental
• accessible cut out jargon and difficult words, and break up longer sentences and paragraphs
• Authoritative direct use the active voice – ‘we decided’ rather than ‘a decision was made’
• unambiguous use definite rather than vague language
• confident limit the use of tentative words like can’t, don’t and maybe

Visual Style

• All logos should be created by Design102 in both landscape and portrait format to work across a range of media.
• All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line
• The principles of lock-ups work are illustrated here. They have been designed to keep sizing, weight and spacing consistent.
• The primary symbol for use with the government identity system is the Royal Coat of Arms.
• The primary symbol may only be replaced by a department’s coat of arms, badge, insignia or symbol by agreement with the Cabinet Office.

Iconography

• Wherever possible, icons should be created in this flat icon style using HM Government grey (Pantone 424c) paired with one other HM Government colour.
• Line icons are simple, clear and functional and should be used as a secondary choice to the flat icon style shown on page 43. Choose your icon style depending on the tone of the message being conveyed.

Layout And Composition

• The principles of lock-ups work are illustrated here. They have been designed to keep sizing, weight and spacing consistent.
• All logos should be created by Design102 in both landscape and portrait format to work across a range of media.
• The government identity system gives uniformity to government departments and organisations, ensuring they are recognised as part of government and treated with seriousness. It has been designed to be a practical and cost-effective solution for consistent logo creation.
• Whenever possible, documents should be published digitally. This guidance is for both online and traditional publishing.
• A simple grid has been created for ease of use and cost-effective creation of documents, reports and papers.
• The grid has been created to emphasise a document’s content clearly. The key dimensions are specified here.
• All documents have a white border around them to allow for clear printing on office and home printers.
• A. This grid provides an overall system for consistency while still allowing for flexibility. Professionally designed and typeset A4 documents will use two columns for body copy.
• B. It is also possible to use one column for ease of internal publishing or on smaller formats such as A5 or DL.
• The grid is divided into six columns for flexibility and ease of use when placing graphics, charts and photography in layouts.
• Recommended grid dimensions and text hanging lines are specified here.
• White space is an important element of any layout, as it allows for ease of reading while creating a clean and professional document.
• Body copy should be reproduced in black or dark grey.
• Headings, quotes or subheadings should be reproduced in a colour from the dark palette at 100%.
• The following layouts show the alternative higher hanging line for body copy in text-heavy documents.

Brand Architecture

• The government identity system gives uniformity to government departments and organisations, ensuring they are recognised as part of government and treated with seriousness. It has been designed to be a practical and cost-effective solution for consistent logo creation.
• Its flexible approach allows logos to: • work across different media platforms • be tailored to specific audiences
• All logos should be created by Design102 in both landscape and portrait format to work across a range of media.
• All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line
• The principles of lock-ups work are illustrated here. They have been designed to keep sizing, weight and spacing consistent.
• The primary symbol for use with the government identity system is the Royal Coat of Arms.
• In specific cases the Royal Coat of Arms will not be appropriate, for example: • for departments that have been issued with coats of arms, badges or insignia by the College of Arms • for logos primarily used in Scotland which adopt the Royal Arms of Scotland • for logos used overseas where the Royal Coat of Arms is not recognised by the desired audience • for logos where use of the Royal Coat of Arms is too restrictive, or to avoid duplication of the Royal Coat of Arms on a single piece of communication
• The primary symbol may only be replaced by a department’s coat of arms, badge, insignia or symbol by agreement with the Cabinet Office.
• The hierarchy of the HM Government and UK Government family is easy for government and its partners to apply and for the public to understand.
• All HM Government family logos adhering to the government identity system should be created by Design102.

Co Branding

• A. Work produced by two or more government departments or agencies should always use the HM Government logo, as HM Government is the master brand. The preferred placement for the logo is in the top left corner of the page.
• For clarity when using the HM Government logo, you can add a relationship statement at the bottom of the page outlining the organisations involved in the publication.
• B. When co-branding with a number of non-governmental organisations, those logos can be placed in a band on the bottom of the page, as shown here. Please ensure equal sizing and spacing for all of the partner logos used.
• The logo can be used alongside, or as an endorsement to, the logo of a distinct organisation, service or campaign.
• When co-branding or endorsing a project, use the logo as illustrated here.
• If endorsing a campaign, service or organisation, you should either be providing content, funding or supporting their service, campaign or organisation.
• The HM Government logo should have prominence whenever possible.
• For videos and animations produced by more than one government department or agency, the secondary departments should be added in text to the editable file provided by Design102.
• Produced in association with [department name]

Endorsements

• The logo can be used alongside, or as an endorsement to, the logo of a distinct organisation, service or campaign.
• When co-branding or endorsing a project, use the logo as illustrated here.
• If endorsing a campaign, service or organisation, you should either be providing content, funding or supporting their service, campaign or organisation.
• The HM Government logo should have prominence whenever possible.

Publications

• Creating clear and consistent communications
• The recommended sizes for common document formats are illustrated here.
• The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• A simple Word template has been created for use internally.
• The template is available from: https://hmgbrand.gcs.civilservice.gov.uk/guidance-and-artwork/hm-government­artwork-and-templates/
• The use of photography, illustration or graphics can be introduced into the design layout to reinforce key themes or create impact.
• Wherever possible, documents should be published digitally. This guidance is for both online and traditional publishing.
• A simple grid has been created for ease of use and cost-effective creation of documents, reports and papers.
• The grid has been created to emphasise a document’s content clearly. The key dimensions are specified here.
• All documents have a white border around them to allow for clear printing on office and home printers.
• A template is available from: https://hmgbrand.gcs.civilservice.gov.uk/guidance-and-artwork/hm-government­artwork-and-templates/
• The structure of a document cover highlights content while retaining consistency. Recommended font sizes and weights are specified here.
• The key elements to each cover are: • HM Government logo • document title • document subtitle and/or date/#tag • image or graphic box
• The title can be placed on a plain cover (A) or above an image or graphic colour (B).
• Document title 40/60pt Helvetica Neue 75 Bold/55 Roman
• Document subtitle 14/26pt Helvetica Neue 65 Medium
• Date or # tag set at 12/18pt Helvetica Neue 55 Roman
• To help to organise content effectively and consistently, we have a hierarchy of headings and subheadings, as shown here.
• chapter or section title -this is not required on every page but must work within the two column grid if used
• B heading/introductory copy to highlight a starting paragraph
• for primary subheadings in colour
• for subheadings in black
• for the majority of content
• Running header 9/11pt Helvetica Neue 55 Roman
• A heading Chapter or section title 25/30pt Helvetica Neue 55 Roman Working together
• B heading Introductory copy 16/19pt Helvetica Neue 55 Roman
• Primary subheading 12/14pt Helvetica Neue 65 Medium
• Subheading 12/14pt Helvetica Neue 65 Medium
• Body copy 12/14pt Helvetica Neue 55 Roman
• This grid provides an overall system for consistency while still allowing for flexibility. Professionally designed and typeset A4 documents will use two columns for body copy.
• It is also possible to use one column for ease of internal publishing or on smaller formats such as A5 or DL.
• The grid is divided into six columns for flexibility and ease of use when placing graphics, charts and photography in layouts.
• Recommended grid dimensions and text hanging lines are specified here.
• The following examples show how to approach common layouts. White space is an important element of any layout, as it allows for ease of reading while creating a clean and professional document. Body copy should be reproduced in black or dark grey.
• Headings, quotes or subheadings should be reproduced in a colour from the dark palette at 100%.
• Pull-out quote set on a divider page
• Full-page photography
• Boxed text, multiple photography and pull-out quote
• Pull-out body copy, footnotes and bar chart
• Command papers, House of Commons papers and unnumbered papers Simple Word templates have been created for parliamentary papers. They are available at: https://hmgbrand.gcs.civilservice.gov.uk/guidance-and-artwork/hm-government­artwork-and-templates/
• For further guidance and support on producing and publishing command papers please contact the National Archives: https://www.nationalarchives.gov.uk/information-management/producing­official-publications/
• The copyright statement should be included in all documents on the reverse of the title page.
• You must use the following statement on all Crown copyright publications.
• Copy, paste and edit the template below © Crown copyright, [insert year published/created] This information is licensed under the Open Government Licence v3.0. To view this licence, visit nationalarchives.gov.uk/doc/ open-government-licence/version/3. Any enquiries regarding this publication should be sent to: [insert contact details]. This publication is also available from our website at www.gov.uk/government/ publications [AND/OR] This document is also available from our website at www.gov.uk/insert as appropriate *Delete as applicable
• The Equality Act 2010 states that all our communications should be accessible to the widest possible audience, including people with disabilities.
• Consider the following guidelines for different groups that may want to read HM Government communications.
• In order to ensure you are abiding by accessibility guidelines, always use the templates provided.
• The text needs to be simplified a little, using more symbols and pictures. Use audiotapes and videos. Consult support groups and individuals.
• Use written information for your communications. Additionally, consider working with carers or British Sign Language (BSL) interpreters. You can find more information about developing communications for BSL users by contacting:
• Use large bold print, at least 14pt.
• Use audiotapes, electronic text, the internet or Braille. Make sure text colours are accessible.
• For more information on producing in alternative formats contact: Royal National Institute of Blind People (RNIB) 105 Judd Street, London WC1H 9NE Phone: 0303 123 9999 E-mail: helpline@rnib.org.uk
• Use translated text from a guaranteed source where appropriate, for example local ethnic minority community groups. Certain languages are often spoken and not read, so it is important to check this. Where appropriate, use other media, for example audiotapes, videos and interpreters.
• Please note that all publications produced through the publishing team are available upon request in different formats.

Document Templates

• A simple Word template has been created for use internally.
• The template is available from: https://hmgbrand.gcs.civilservice.gov.uk/guidance-and-artwork/hm-government­artwork-and-templates/

Document Cover Design

• The use of photography, illustration or graphics can be introduced into the design layout to reinforce key themes or create impact.
• Wherever possible, documents should be published digitally. This guidance is for both online and traditional publishing.
• A simple grid has been created for ease of use and cost-effective creation of documents, reports and papers.
• The grid has been created to emphasise a document’s content clearly. The key dimensions are specified here.
• All documents have a white border around them to allow for clear printing on office and home printers.
• The structure of a document cover highlights content while retaining consistency. Recommended font sizes and weights are specified here.
• The key elements to each cover are: • HM Government logo • document title • document subtitle and/or date/#tag • image or graphic box
• The title can be placed on a plain cover (A) or above an image or graphic colour (B).
• HM Government master (portrait) logo
• Document title 40/60pt Helvetica Neue 75 Bold/55 Roman
• Document subtitle 14/26pt Helvetica Neue 65 Medium
• Date or # tag set at 12/18pt Helvetica Neue 55 Roman

Document Layout Grid

• A. This grid provides an overall system for consistency while still allowing for flexibility. Professionally designed and typeset A4 documents will use two columns for body copy.
• B. It is also possible to use one column for ease of internal publishing or on smaller formats such as A5 or DL.
• The grid is divided into six columns for flexibility and ease of use when placing graphics, charts and photography in layouts.
• Recommended grid dimensions and text hanging lines are specified here.

Parliamentary Papers

• Command papers, House of Commons papers and unnumbered papers Simple Word templates have been created for parliamentary papers. They are available at: https://hmgbrand.gcs.civilservice.gov.uk/guidance-and-artwork/hm-government­artwork-and-templates/ For further guidance and support on producing and publishing command papers please contact the National Archives: https://www.nationalarchives.gov.uk/information-management/producing­official-publications/

Copyright And Open Access

• The copyright statement should be included in all documents on the reverse of the title page.
• The copyright statement supports the government’s commitment to opening up access to information created and held by the public sector and enabling its free re-use.
• You must use the following statement on all Crown copyright publications.
• Copy, paste and edit the template below
• © Crown copyright, [insert year published/created]
• This information is licensed under the Open Government Licence v3.0. To view this licence, visit nationalarchives.gov.uk/doc/ open-government-licence/version/3.
• Any enquiries regarding this publication should be sent to: [insert contact details].
• This publication is also available from our website at www.gov.uk/government/ publications
• [AND/OR]
• This document is also available from our website at www.gov.uk/insert as appropriate
• *Delete as applicable

Building Signage

• For full guidance on external and internal signage, see separate HM Government building signage guidelines.
• For shared occupancy buildings used by organisations from multiple departments: • HM Government has the prominent position • the organisations in the building are listed beneath, without their logos • logos for each organisation can be shown at the entrance to their specific area within the building
• For shared occupancy buildings where there is a clear parent department: • the parent department has the prominent position • the names of the related organisations follow beneath without their logos Please ensure consistent spacing.
• The HM Government logo should be used on external signage for shared occupancy buildings and government hubs in England.
• The exclusion zone ensures the logo is not compromised by other elements and helps it stand out.
• The height and width of the clear space is set by the width of the Royal Coast of Arms around the logo.
• Whenever possible, leave more space around the logo than the exclusion zone.
• The first line of the hub address should be placed beneath the logo at a distance equal to one-quarter of the height of the crest. The typeface used is Helvetica Neue 55 Roman.
• Hub signage with first line of address (for example, building name)
• The UK Government logo may sometimes be more appropriate than the HM Government logo.
• It is used for shared occupancy buildings in Wales, Scotland and Northern Ireland that house central government organisations -so where the remit of at least one of the organisations in the building covers the whole of the UK (not just the country the building is located in).
• Minimum exclusion zone for signage
• This decision should be made on a case-by-case basis by the departments or organisations involved.
• Shared occupancy buildings in England should use the HM Government logo. For more information, see page 72.

Stationery Templates

• Word templates for stationery, including letterheads and business cards, are available from: https://hmgbrand.gcs.civilservice.gov.uk/guidance-and-artwork/hm-government­artwork-and-templates/
• Ensure that you take care to lay your letter out as shown here. The letter style is to type in 10-12pt Arial regular, with 12-14pt line spacing, aligned left and unjustified The left-hand side of the letter should align with the first letter of the department/organisation name at the head of the paper The left-hand margin is 30mm; the right-hand margin is 16mm

Digital Guidelines

• However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted.
• The same rules apply to both the landscape and large format versions of the logo.
• The Royal Coat of Arms should never appear smaller than a width of 26 pixel on screen.
• Minimum size for digital: 26px (digital}
• Minimum size for secondary (landscape) logo: 55px (digital}
• On our websites, the landscape logo is always used and is positioned top left in a bar.
• The following shows how close the logo should sit to the absolute top of the site and the absolute left, for desktop, table and mobile screen sizes. The width of the black bar stays consistent across all three.
• Desktop: Logo clearance of 30px from the left edge, 15px above and below logo
• Tablet: Logo clearance of 15px from the left edge, 15px above and below logo
• Phone: Logo clearance of 15px from left page edge, 17px above and below logo
• Website designs using our logo should be responsive. We’ve provided recommended usage sizes for three typical digital formats below.
• The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• Desktop: Crest width 30px
• Tablet: Crest width 30px
• Phone: Crest width 24px
• For social media avatars the Royal Coat of Arms is used on its own, with the HM Government primary colour in the background. For consistency, every department and their agencies should follow this rule, using their crest, insignia or symbol from their logo and their primary colour as the background. This is because the organisation name will always be visible beside the avatar on profiles and posts.
• The shapes and requirements for social media avatars regularly change. This is an example of how our identity can work in the most commonly used shapes.
• Social media artwork can be created by Design102 on request.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 72). The logo should always be centred in the frame.
• When creating HD video or animation, the crest of the logo should be 124px wide in size.
• When creating a 4K video or animation, the crest of the logo should also be 124px wide in size.
• An animated version of the logo can be requested from Design102.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations. The logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency, the secondary departments should be added in text to the editable file provided by Design102.
• Crest width 124px
• Produced in association with [department name]

Print Guidelines

• A. Minimum exclusion zone for print formats
• The height and width of the clear space is set by the width of the Royal Coat of Arms around the logo.
• Whenever possible, leave more space around the logo than the exclusion zone.
• To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than a width of 5mm in print.
• The maximum width is 20mm. After that the large format logo should be used (see secondary logos on page 10).
• Minimum size for print: 5mm (print)
• Minimum size for secondary (landscape) logo: 20mm (print)
• The recommended sizes for common document formats are illustrated here.
• The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• 17mm A3 11mm A4 10mm DL/A5
• Photography must be of high resolution (300dpi minimum at actual size of use) for printed material.
• Body copy should be reproduced in black or dark grey.
• Headings, quotes or subheadings should be reproduced in a colour from the dark palette at 100%.

Video And Animation Guidelines

• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 72). The logo should always be centred in the frame.
• When creating HD video or animation, the crest of the logo should be 124px wide in size.
• When creating a 4K video or animation, the crest of the logo should also be 124px wide in size.
• An animated version of the logo can be requested from Design102.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations. The logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency, the secondary departments should be added in text to the editable file provided by Design102.
• Crest width 124px
• Produced in association with [department name]

2019

Brand Summary

Mission

• The HM Government identity is recognised and trusted by the public. It is the master brand for government communications and must be applied correctly and consistently to ensure clarity, credibility, and authority across all government departments and agencies [^1].

Core Values

• professionalism
• transparency
• authoritativeness
• consistency
• clarity
• accessibility

Target Audience

• The general public, government departments, agencies, and partners, including audiences for high-profile public-facing campaigns, cross-departmental activities, and temporary services or bodies requiring government identity [^2].

Personality Traits

• formal
• accurate
• consistent
• clear
• open
• accessible
• direct
• unambiguous
• confident

Visual Identity Overview

• The visual identity is built around the Royal Coat of Arms, a classic and broad colour palette (primary Pantone 660c), Helvetica Neue typeface, structured layouts, and consistent logo usage. It emphasizes clarity, professionalism, and authority, with guidelines for logo placement, exclusion zones, minimum sizes, and co-branding. Iconography uses flat styles with Cool Grey and other brand colours. Photography is contemporary, real-life, and diverse, supporting the themes of the document [^3].

Categories

Brand Voice

• Tone of voice defines how the organisation sounds. It isn’t just about the words you use – though this is part of it – but it’s the way you write or talk. Is it formal? Is it chatty? Reassuring or firm?
• It’s important that tone of voice is applied consistently and that everyone who writes or talks about HM Government is clear about the three key principles behind its tone of voice.
• These principles are set out here.
• Professional formal avoid colloquialisms; be specific, informative and to the point accurate use facts and figures to support recommendations consistent ensure communications are fact checked and proofread
• Transparent clear signpost important areas of the text e.g. calls to action open present both sides of an argument and don’t be judgemental accessible cut out jargon and difficult words; break up longer sentences and paragraphs
• Authoritative direct use the active voice unambiguous use definite rather than vague language confident limit the use of tentative words like can’t, don’t and maybe

Brand Imagery

• Photography should be selected carefully and illustrate the themes of the document. Images should be contemporary and reflect real life.
• Taking photographs from unusual angles or by zooming in on detail can help to create interest.
• Photography must be of high resolution (300dpi minimum at actual size of use) for printed material.
• Ensure that you have the licensing and rights for all photography used.
• Ensure images of people are emotive.
• Avoid using shots that appear posed, cliched or staged.
• Reflect our diversity by showing people from a mix of ethnic backgrounds and ages, including a cross-section of occupations.
• The use of photography, illustration or graphics can be introduced into the design layout to reinforce key themes or create impact.
• For cover photos, please follow brand guidance on Photography. Cover photos should not include the organisation name.

Color Palette

• A classic and broad colour palette supports the identity.
• Our primary colour is Pantone 660c.
• Each colour can also be used in tints of 20%.
• Always use the correct Pantone® colour references or their CMYK, RGB or web hex equivalents shown below. CMYK, RGB and web hex breakdowns are taken from Adobe Photoshop (Pantone® solid coated).
• Pantone 273c C100 M100 Y0 K22 R36 G19 B95 #24135f
• Pantone 3c C8 M5 Y7 K16 R200 G201 B199 #c8c9c7
• Pantone 124c C0 M30 Y100 K0 R234 G170 B0 #eaab00
• Pantone 7472c C54 M0 Y27 K0 R92 G184 B178 #5bc8b2
• Pantone 660c C85 M50 Y0 K10 R84 G126 B201 #647ec9
• Pantone 512c C63 M0 Y93 K13 R131 G49 B119 #833177
• Pantone 7621c C0 M98 Y91 K30 R171 G35 B40 #ab2328
• Pantone 354c C81 M0 Y02 K0 R0 G177 B64 #00b140
• Graphics should, wherever possible, be created using tints of one colour from the colour palette. Use darker colours on white backgrounds for accessibility.
• Headings, quotes or subheadings should be reproduced in a colour from the palette at 100%.

Typography

• Our main typeface is Helvetica Neue. Selected for accessibility, it provides a contemporary balance to the heraldic values of the Royal Coat of Arms, reflecting a progressive organisation steeped in a rich heritage.
• The Helvetica Neue family is flexible with a wide range of weights which is essential when creating large, text-heavy documents.
• These are the key weights for most applications. Please see page 41 for type style and hierarchy guidance.
• Type alignment should be ranged left.
• Kerning must be set to optical, tracking at 0pt.
• Helvetica Neue 45 Light
• Helvetica Neue 55 Roman
• Helvetica Neue 65 Medium
• Helvetica Neue 75 Bold
• If Helvetica Neue is not available, for example when producing PowerPoint presentations or reports in Word, you can use Arial.
• The same guidance on usage throughout this section still applies. Simply substitute Helvetica Neue Light or Roman for Arial Regular, and Helvetica Neue Bold or Medium for Arial Bold.
• Arial Regular
• Arial Bold
• Consistent application of our type style and hierarchy reinforces clarity and professionalism. Illustrated here are the most common type styles used.
• Whenever possible keep to these style sheets to ensure that the identity is used consistently.
• See page 41 for typographic hierachy in publications example.
• 1. Title 38/42pt Helvetica Neue 45 Light
• 2. Subtitle 22/26pt Helvetica Neue 45 Light
• 3. A heading 25/27pt Helvetica Neue 45 Light
• 4. B heading/introductory copy 16/19pt Helvetica Neue 45 Light
• 5. C heading 12/14pt Helvetica Neue 65 Medium
• 6. Body copy 12/14pt Helvetica Neue 45 Light
• 7. • Bullet point text should have a hanging indent, as shown here 12/14pt with a 7mm indent in Helvetica Neue 45 Light
• 8. 1. Numbered text should have a hanging indent whenever spacing permits 12/14pt with a 7mm indent in Helvetica Neue 45 Light
• 9. Title for charts, graphs, figures or tables 8/10pt Helvetica Neue 55 Roman
• 10. Captions and source information 8/10pt Helvetica Neue 55 Roman
• 11. 1 Footnotes 10/12pt Helvetica Neue 45 Lightv
• To help to organise the content effectively and consistently, we have a hierarchy of headings and subheadings, as shown here.
• A heading chapter or section title; this is not required on every page but must work within the two column grid if used
• B heading/introductory copy to highlight a starting paragraph
• C heading for primary subheadings in colour
• D heading for subheadings in black
• Body copy for the majority of content
• Running header 9/11 pt Helvetica Neue 45 Light
• A heading Chapter or section title 25/30pt Helvetica Neue 45 Light
• B heading lntroductory copy 16/19pt Helvetica Neue 45 Light
• C heading Primary subheading 12/14pt Helvetica Neue 65 Medium
• D heading Subheading 12/14pt Helvetica Neue 65 Medium
• Body copy 12/14pt Helvetica Neue 45 Light
• The structure of a document cover highlights content while retaining consistency. Recommended font sizes and weights are specified here.
• Document title 40/60pt Helvetica Neue 65 Medium/ 45 Light
• Document subtitle 14/26pt Helvetica Neue 65 Medium
• Date or # tag set at 12/18pt Helvetica Neue 45 Light/Roman
• Presentations should be clear and easy to follow. To ensure that we all communicate consistently, use the templates provided. There are four slides for you to use: A. Text-heavy slide B. Text/bullet slide C. Divider/highlight slide: acts as a section break or highlights quotes or figures D. Image slide: allows you to include images or charts with or without accompanying text
• Quotes, facts and figures should be highlighted in 40 pt Roman.
• The letter style is to type in 10-12pt Arial regular, with 12-14pt line spacing, aligned left and unjustified
• The left-hand side of the letter should align with the first letter of the department/organisation name at the head of the paper
• Use large bold print, at least 14pt.
• Do not use a lot of reversed-out text and make sure the contrast between text colour and background colour is easy to read.

Logo Usage

• All logos should be created by Design102 in both landscape and portrait format to work across a range of media.
• All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line
• The principles of how the two lock-ups work are illustrated here. They have been designed to keep the sizing, weight and spacing of the three elements consistent.
• The primary symbol for use with the government identity system is the Royal Coat of Arms.
• The primary symbol may only be replaced by a department’s coat of arms, badge, insignia or symbol by agreement with the Cabinet Office.
• The Royal Coat of Arms should not be used in isolation. It should always be used in conjunction with the department or organisation name.
• HM Government logos using the Royal Coat of Arms should, wherever possible, adhere to the superior rule. The superior rule ensures that logos using the Royal Coat of Arms have prominence and authority. To achieve this, logos must be placed at the top of any communications, adhering to the exclusion zone illustrated on page 19. In certain cases it may not be possible to adhere to the superior rule, for example online or when co-branding, in which case the logo must have equal prominence to that of its partners.
• For consistency, the Royal Coat of Arms should be reproduced in black or white only. In specific instances it is possible to reproduce the Royal Coat of Arms in a single colour, however, it should never be a metallic colour (e.g. silver or gold), as such colours have a Royal association.
• The Royal Coat of Arms should not be used as a watermark or overprinted.
• The official versions of the Royal Coat of Arms are not to be altered, distorted or modified in any way.
• Care should be taken to ensure that the Royal Coat of Arms within a department’s/ organisation’s logo is given due respect.
• Our logo is made up of three elements: the Royal Coat of Arms, the organisation name and the colour line.
• This logo should be used wherever possible. Secondary logos (see page 10) will sometimes be more appropriate for layout or accessibility reasons.
• This version of the logo has more detail in the crest, which can only be seen at larger sizes. It should only be used at sizes larger than A2 (see page 20 for sizing information).
• Never place the logo in a box of colour to make it stand out. Your background colour will dictate which version of the logo you use.
• When placing the logo on a white background, use the logo with the blue colour line. If using a one colour print use the black version of the logo.
• Always use the white version of the logo when placing it on dark coloured backgrounds.
• The configurations of the logo must never be altered; always use the identity artwork provided. Please see pages 9 and 10 for details of appropriate logo use.
• Don’t squash or distort the logo
• Don’t place the logo at an angle
• Don’t add a strapline near the logo
• Don’t place the logo on images where it may get lost
• Don’t distort the proportion of the crest
• Don’t alter the colour of the logo
• The exclusion zone ensures the logo is not compromised by other elements and helps it stand out. The following are both minimum clearance areas. Whenever possible, leave more space around the logo than the exclusion zone.
• The height and width of the clear space is set by the width of the Royal Coat of Arms around the logo.
• However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted.
• The same rules apply to both the landscape and large format versions of the logo.
• Maximum and minimum sizes refer to the width of the Royal Coat of Arms, rather than the logo as a whole.
• To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than a width of 5mm in print.
• The maximum width is 20mm. After that the large format logo should be used (see secondary logos on page 10).
• The Royal Coat of Arms should never appear smaller than a width of 26pixel on screen.
• For maximum impact, the identity should always be used prominently and legibly, as illustrated in the examples shown on page 56.
• Whenever possible the logo should be placed at the top left hand-side of the page. Should the design not permit this, place according to the guide shown here.
• Work produced by two or more government departments or agencies should always use the HM Government logo, as HM Government is the master brand. The preferred placement for the logo is in the top left corner of the page.
• When co-branding with a number of non-governmental organisations, those logos can be placed in a band on the bottom of the page, as shown here. Please ensure equal sizing and spacing for all of the partner logos used.
• The HM Government identity should have prominence whenever possible.
• A classic and broad colour palette supports the identity. Our primary colour is Pantone 660c. Each colour can also be used in tints of 20%. Always use the correct Pantone® colour references or their CMYK, RGB or web hex equivalents shown below. CMYK, RGB and web hex breakdowns are taken from Adobe Photoshop (Pantone® solid coated).
• The recommended usage sizes for common formats are illustrated here. The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• On our websites, the landscape logo is always used and is positioned top left in a bar.
• Website designs using our logo should be responsive. We’ve provided recommended usage sizes for three typical digital formats below. The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• For social media avatars the Royal Coat of Arms is used on its own, with the HM Government primary colour in the background. For consistency, every department and their agencies should follow this rule, using their crest, insignia or symbol from their logo and their primary colour as the background. This is because the organisation name will always be visible beside the avatar on profiles and posts.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 61). An animated version of the logo can be requested from Design102.
• When creating an HD video or animation, the crest of the logo should be 124px wide in size.
• The logo should always be centred in the frame.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• When creating a 4K video or animation, the crest of the logo should be 124px wide in size.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations, the logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.
• When creating government hub signage, use the HM Government large format logo lockup. The first line of the hub address should be placed beneath the logo at a distance equal to one quarter of the height of the crest. The hub address should use Helvetica Neue 55 Roman.

Tone And Messaging

• Tone of voice defines how the organisation sounds. It isn’t just about the words you use – though this is part of it – but it’s the way you write or talk. Is it formal? Is it chatty? Reassuring or firm?
• It’s important that tone of voice is applied consistently and that everyone who writes or talks about HM Government is clear about the three key principles behind its tone of voice.
• These principles are set out here.
• Professional: formal; avoid colloquialisms; be specific, informative and to the point
• Professional: accurate; use facts and figures to support recommendations
• Professional: consistent; ensure communications are fact checked and proofread
• Transparent: clear; signpost important areas of the text e.g. calls to action
• Transparent: open; present both sides of an argument and don’t be judgemental
• Transparent: accessible; cut out jargon and difficult words; break up longer sentences and paragraphs
• Authoritative: direct; use the active voice
• Authoritative: unambiguous; use definite rather than vague language
• Authoritative: confident; limit the use of tentative words like can’t, don’t and maybe

Brand Values

• Tone of voice defines how the organisation sounds. It isn’t just about the words you use – though this is part of it – but it’s the way you write or talk. Is it formal? Is it chatty? Reassuring or firm? It’s important that tone of voice is applied consistently and that everyone who writes or talks about HM Government is clear about the three key principles behind its tone of voice. These principles are set out here.

• Professional formal avoid colloquialisms; be specific, informative and to the point accurate use facts and figures to support recommendations consistent ensure communications are fact checked and proofread

• Transparent clear signpost important areas of the text e.g. calls to action open present both sides of an argument and don’t be judgemental accessible cut out jargon and difficult words; break up longer sentences and paragraphs

• Authoritative direct use the active voice unambiguous use definite rather than vague language confident limit the use of tentative words like can’t, don’t and maybe

Visual Style

• The government identity system gives uniformity to government departments and organisations, ensuring they are recognised as part of government and treated with seriousness. It has been designed to be a practical and cost-effective solution for consistent logo creation. Its flexible approach allows logos to: • work across different media platforms • be tailored to specific audiences All logos should be created by Design102 in both landscape and portrait format to work across a range of media. All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line The principles of how the two lock-ups work are illustrated here. They have been designed to keep the sizing, weight and spacing of the three elements consistent. A. shows the portrait lock-up B. shows the landscape lock-up
• The primary symbol for use with the government identity system is the Royal Coat of Arms. In specific cases the Royal Coat of Arms will not be appropriate, for example: • for departments that have been issued with coats of arms, badges or insignia by the College of Arms • for logos primarily used in Scotland which adopt the Royal Coat of Arms Scotland • for logos used overseas where the Royal Coat of Arms is not recognised by the desired audience • for logos where use of the Royal Coat of Arms is too restrictive, or to avoid duplication of the Royal Coat of Arms on a single piece of communication The primary symbol may only be replaced by a department’s coat of arms, badge, insignia or symbol by agreement with the Cabinet Office.
• The government identity system places the Royal Coat of Arms at the heart of all government logos. The Queen is Head of State, and the United Kingdom is governed by Her Majesty’s Government in the name of the Queen. The Royal Coat of Arms is personal to the Queen and, because of the constitutional relationship between the Sovereign and government, central government departments and their executive agencies and arm’s length bodies are required to use the approved versions of the Royal Coat of Arms, and must adhere to the principles specified by the College of Arms: • The Royal Coat of Arms should not be used in isolation. It should always be used in conjunction with the department or organisation name. • HM Government logos using the Royal Coat of Arms should, wherever possible, adhere to the superior rule. The superior rule ensures that logos using the Royal Coat of Arms have prominence and authority. To achieve this, logos must be placed at the top of any communications, adhering to the exclusion zone illustrated on page 19. In certain cases it may not be possible to adhere to the superior rule, for example online or when co-branding, in which case the logo must have equal prominence to that of its partners. • For consistency, the Royal Coat of Arms should be reproduced in black or white only. In specific instances it is possible to reproduce the Royal Coat of Arms in a single colour, however, it should never be a metallic colour (e.g. silver or gold), as such colours have a Royal association. • The Royal Coat of Arms should not be used as a watermark or overprinted. • The official versions of the Royal Coat of Arms are not to be altered, distorted or modified in any way. • Care should be taken to ensure that the Royal Coat of Arms within a department’s/ organisation’s logo is given due respect.
• Never place the logo in a box of colour to make it stand out. Your background colour will dictate which version of the logo you use.
• When placing the logo on a white background, use the logo with the blue colour line. If using a one colour print use the black version of the logo.
• Always use the white version of the logo when placing it on dark coloured backgrounds.
• The configurations of the logo must never be altered; always use the identity artwork provided. Please see pages 9 and 10 for details of appropriate logo use.
• Don’t squash or distort the logo
• Don’t place the logo at an angle
• Don’t add a strapline near the logo
• Don’t place the logo on images where it may get lost
• Don’t distort the proportion of the crest
• Don’t alter the colour of the logo
• The exclusion zone ensures the logo is not compromised by other elements and helps it stand out. The following are both minimum clearance areas. Whenever possible, leave more space around the logo than the exclusion zone.
• The height and width of the clear space is set by the width of the Royal Coat of Arms around the logo.
• However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted. The same rules apply to both the landscape and large format versions of the logo.
• Maximum and minimum sizes refer to the width of the Royal Coat of Arms, rather than the logo as a whole.
• To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than a width of 5mm in print. The maximum width is 20mm. After that the large format logo should be used (see secondary logos on page 10).
• The Royal Coat of Arms should never appear smaller than a width of 26pixel on screen.
• For maximum impact, the identity should always be used prominently and legibly, as illustrated in the examples shown on page 56. Whenever possible the logo should be placed at the top left hand-side of the page. Should the design not permit this, place according to the guide shown here.
• A classic and broad colour palette supports the identity. Our primary colour is Pantone 660c. Each colour can also be used in tints of 20%. Always use the correct Pantone® colour references or their CMYK, RGB or web hex equivalents shown below. CMYK, RGB and web hex breakdowns are taken from Adobe Photoshop (Pantone® solid coated).
• Our main typeface is Helvetica Neue. Selected for accessibility, it provides a contemporary balance to the heraldic values of the Royal Coat of Arms, reflecting a progressive organisation steeped in a rich heritage. The Helvetica Neue family is flexible with a wide range of weights which is essential when creating large, text-heavy documents. These are the key weights for most applications. Please see page 41 for type style and hierarchy guidance.
• Type alignment should be ranged left.
• Kerning must be set to optical, tracking at 0pt.
• If Helvetica Neue is not available, for example when producing PowerPoint presentations or reports in Word, you can use Arial. The same guidance on usage throughout this section still applies. Simply substitute Helvetica Neue Light or Roman for Arial Regular, and Helvetica Neue Bold or Medium for Arial Bold.
• Consistent application of our type style and hierarchy reinforces clarity and professionalism. Illustrated here are the most common type styles used. Whenever possible keep to these style sheets to ensure that the identity is used consistently.
• Wherever possible icons should be created in a flat icon style using HM Government Cool Grey (Pantone 3c) paired with one other HM Government colour.
• Photography should be selected carefully and illustrate the themes of the document. Images should be contemporary and reflect real life. Taking photographs from unusual angles or by zooming in on detail can help to create interest. Photography must be of high resolution (300dpi minimum at actual size of use) for printed material. Ensure that you have the licensing and rights for all photography used.
• Photography should be selected carefully and illustrate the themes of the document. Images should be contemporary and reflect real life. Ensure images of people are emotive. Avoid using shots that appear posed, cliched or staged. Reflect our diversity by showing people from a mix of ethnic backgrounds and ages, including a cross-section of occupations. Ensure that you have the licensing and rights for all photography used.

Iconography

• Wherever possible icons should be created in a flat icon style using HM Government Cool Grey (Pantone 3c) paired with one other HM Government colour.

Layout And Composition

• Its flexible approach allows logos to: • work across different media platforms • be tailored to specific audiences All logos should be created by Design102 in both landscape and portrait format to work across a range of media. All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line The principles of how the two lock-ups work are illustrated here. They have been designed to keep the sizing, weight and spacing of the three elements consistent. A. shows the portrait lock-up B. shows the landscape lock-up
• The configurations of the logo must never be altered; always use the identity artwork provided. Please see pages 9 and 10 for details of appropriate logo use.
• Don’t squash or distort the logo
• Don’t place the logo at an angle
• Don’t add a strapline near the logo
• Don’t place the logo on images where it may get lost
• Don’t distort the proportion of the crest
• Don’t alter the colour of the logo
• The exclusion zone ensures the logo is not compromised by other elements and helps it stand out. The following are both minimum clearance areas. Whenever possible, leave more space around the logo than the exclusion zone.
• The height and width of the clear space is set by the width of the Royal Coat of Arms around the logo.
• However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted. The same rules apply to both the landscape and large format versions of the logo.
• Maximum and minimum sizes refer to the width of the Royal Coat of Arms, rather than the logo as a whole.
• To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than a width of 5mm in print. The maximum width is 20mm. After that the large format logo should be used (see secondary logos on page 10).
• The Royal Coat of Arms should never appear smaller than a width of 26pixel on screen.
• For maximum impact, the identity should always be used prominently and legibly, as illustrated in the examples shown on page 56. Whenever possible the logo should be placed at the top left hand-side of the page. Should the design not permit this, place according to the guide shown here.
• A. Work produced by two or more government departments or agencies should always use the HM Government logo, as HM Government is the master brand. The preferred placement for the logo is in the top left corner of the page.
• For clarity when using the HM Government logo, you can add a relationship statement at the bottom of the page outlining the organisations involved in the publication.
• B. When co-branding with a number of non-governmental organisations, those logos can be placed in a band on the bottom of the page, as shown here. Please ensure equal sizing and spacing for all of the partner logos used.
• The grid has been created to emphasise a document’s content clearly. The key dimensions are specified here. All documents have a white border around them to allow for clear printing on office and home printers.
• A. This grid provides an overall system for consistency while still allowing for flexibility. Professionally designed and typeset Α4 documents will use two columns for body copy. Β. lt is also possible to use one column for ease of internal publishing or on smaller formats such as Α5 or DL. The grid is divided into six columns for flexibility and ease of use when placing graphics, charts and photography in layouts. Recommended grid dimensions and text hanging lines are specified here.
• White space is an important element of any layout, as it allows for ease of reading, while creating a clean and professional document. Body copy should be reproduced in black or dark grey. Headings, quotes or subheadings should be reproduced in a colour from the palette at 100%.

Brand Architecture

• The government identity system gives uniformity to government departments and organisations, ensuring they are recognised as part of government and treated with seriousness. It has been designed to be a practical and cost-effective solution for consistent logo creation.
• Its flexible approach allows logos to: • work across different media platforms • be tailored to specific audiences
• All logos should be created by Design102 in both landscape and portrait format to work across a range of media.
• All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line
• The principles of how the two lock-ups work are illustrated here. They have been designed to keep the sizing, weight and spacing of the three elements consistent.
• A. shows the portrait lock-up B. shows the landscape lock-up
• The primary symbol for use with the government identity system is the Royal Coat of Arms.
• In specific cases the Royal Coat of Arms will not be appropriate, for example: • for departments that have been issued with coats of arms, badges or insignia by the College of Arms • for logos primarily used in Scotland which adopt the Royal Coat of Arms Scotland • for logos used overseas where the Royal Coat of Arms is not recognised by the desired audience • for logos where use of the Royal Coat of Arms is too restrictive, or to avoid duplication of the Royal Coat of Arms on a single piece of communication
• The primary symbol may only be replaced by a department’s coat of arms, badge, insignia or symbol by agreement with the Cabinet Office.

Co Branding

• A. Work produced by two or more government departments or agencies should always use the HM Government logo, as HM Government is the master brand. The preferred placement for the logo is in the top left corner of the page.
• For clarity when using the HM Government logo, you can add a relationship statement at the bottom of the page outlining the organisations involved in the publication.
• B. When co-branding with a number of non-governmental organisations, those logos can be placed in a band on the bottom of the page, as shown here. Please ensure equal sizing and spacing for all of the partner logos used.
• A. Co-branding with two or more government departments or agencies. Relationship statement in bottom left corner
• B. Co-branding with a number of non-governmental organisations
• Endorsing and co-branding items The identity can be used alongside, or as an endorsement to, the identity of a distinct organisation, service or campaign.
• When co-branding or endorsing a project, use the logo as illustrated here.
• If endorsing a campaign, service or organisation you should either be providing content, funding or supporting their service, campaign or organisation.
• The HM Government identity should have prominence whenever possible.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.

Social Media Guidelines

• For social media avatars the Royal Coat of Arms is used on its own, with the HM Government primary colour in the background. For consistency, every department and their agencies should follow this rule, using their crest, insignia or symbol from their logo and their primary colour as the background. This is because the organisation name will always be visible beside the avatar on profiles and posts.
• The shapes and requirements for social media avatars regularly change. This is an example of how our identity can work in the most commonly used shapes.
• Social media artwork can be created by Design102 on request.

Motion Graphics

• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 61). An animated version of the logo can be requested from Design102.
• When creating an HD video or animation, the crest of the logo should be 124px wide in size.
• The logo should always be centred in the frame.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• When creating a 4K video or animation, the crest of the logo should be 124px wide in size.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations, the logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.

Accessibility Guidelines

• Accessibility statement
• The 1995 Disability Discrimination Act (DDA) states that all our communications should be accessible to the widest possible audience, including people with disabilities.
• Consider the following guidelines for different groups that may want to read HM Government publications and communications.
• In order to ensure you are abiding by accessibility guidelines always start your documents in the templates provided on the intranet.
• Users with learning and reading difficulties The text needs to be simplified a little, using more symbols and pictures. Use audiotapes and videos. Consult support groups and individuals.
• Users with hearing loss Use written information for your communications. Additionally, consider working with carers or British Sign Language (BSL) interpreters. You can find more information about developing communications for BSL users by contacting: Action on Hearing Loss 19-23 Featherstone Street London EC1Y 8SL Tel: 020 7296 8000 Textphone: 020 7296 8001 Fax: 020 7296 8199 E-mail: informationline@rnid.org.uk
• Users with visual impairment Use large bold print, at least 14pt. Use audiotapes, electronic text, the internet or Braille. Do not use a lot of reversed-out text and make sure the contrast between text colour and background colour is easy to read. For more information on producing in alternative formats contact: The Public Policy Unit Royal National Institute of Blind People (RNIB) 105 Judd St London WC1H 9NE Tel: 01733 375370 – The Public Policy Unit General: 020 7388 1266 The Public Policy Unit can provide independent advice about options available for developing new communications.
• Users whose first language is not English Use translated text from a guaranteed source where appropriate, for example local ethnic minority community groups. Certain languages are often spoken and not read, so it is important to check this. Where appropriate, use other media, for example audiotapes, videos and interpreters.
• Please note that all publications produced through the Publishing Team are available upon request in different formats.

Digital Guidelines

• However, digital applications (websites, apps, social media etc.) are often seen at smaller sizes that do not allow for such a large minimum exclusion area. For these applications, a smaller area equivalent to half the width of the Royal Coat of Arms is accepted. The same rules apply to both the landscape and large format versions of the logo.
• The Royal Coat of Arms should never appear smaller than a width of 26pixel on screen.
• Minimum size for portrait logo: 15px (Digital) (not to scale)
• Minimum size for landscape version of logo: 55px (Digital) (not to scale)
• On our websites, the landscape logo is always used and is positioned top left in a bar. The following shows how close the logo should sit to the absolute top of the site and the absolute left, for desktop, table and mobile screen sizes. The width of the black bar stays consistent across all three.
• Website designs using our logo should be responsive. We’ve provided recommended usage sizes for three typical digital formats below. The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.
• Desktop 30px Tablet 30px Phone 24px
• For social media avatars the Royal Coat of Arms is used on its own, with the HM Government primary colour in the background. For consistency, every department and their agencies should follow this rule, using their crest, insignia or symbol from their logo and their primary colour as the background. This is because the organisation name will always be visible beside the avatar on profiles and posts.
• The shapes and requirements for social media avatars regularly change. This is an example of how our identity can work in the most commonly used shapes.
• Social media artwork can be created by Design102 on request.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 61). An animated version of the logo can be requested from Design102.
• When creating an HD video or animation, the crest of the logo should be 124px wide in size. The logo should always be centred in the frame.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• When creating a 4K video or animation, the crest of the logo should be 124px wide in size. The logo should always be centred in the frame.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations, the logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.
• For advice on how to use the logos online, contact the Government Digital Service at digital.cabinetoffice.gov.uk/contact

Print Guidelines

• A. Exclusion zone for print The height and width of the clear space is set by the width of the Royal Coat of Arms around the logo.

• A. Minimum exclusion zone for print formats

• Minimum size for print To make sure the logo is clear and legible, the Royal Coat of Arms should never appear smaller than a width of 5mm in print. The maximum width is 20mm. After that the large format logo should be used (see secondary logos on page 10).

• Minimum size for portrait logo 5mm (Print) 15px (Digital) (not to scale)
• Minimum size for landscape version of logo 20mm (Print) 55px (Digital) (not to scale)

• Document logo sizes The recommended usage sizes for common formats are illustrated here. The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.

• 17mm A3 11mm A4 10mm DL/A5

• Document cover design The use of photography, illustration or graphics can be introduced into the design layout to reinforce key themes or create impact. For cover photos, please follow brand guidance on Photography. Cover photos should not include the organisation name.

• Document cover grid Wherever possible, documents should be published digitally. This guidance is for both online and traditional publishing. A simple grid has been created for ease of use and cost-effective creation of documents, reports and papers. The grid has been created to emphasise a document’s content clearly. The key dimensions are specified here. All documents have a white border around them to allow for clear printing on office and home printers.

• 15mm 10mm 12mm 137mm 153mm 12mm 12mm 10mm

• Document cover typography The structure of a document cover highlights content while retaining consistency. Recommended font sizes and weights are specified here. The key elements to each cover are: • HM Government logo • document title • document subtitle and/or date/#tag • colour, image or graphic box The title can be placed on a plain cover (A.) or above a text/image/graphic colour (B.).

• Document title 40/60pt Helvetica Neue 65 Medium/ 45 Light Document subtitle 14/26pt Helvetica Neue 65 Medium Date or # tag set at 12/18pt Helvetica Neue 45 Light/Roman

• Typographic hierarchy To help to organise the content effectively and consistently, we have a hierarchy of headings and subheadings, as shown here.

• Running header 9/11 pt Helvetica Neue 45 Light A heading Chapter or section title 25/30pt Helvetica Neue 45 Light B heading lntroductory copy 16/19pt Helvetica Neue 45 Light C heading Primary subheading 12/14pt Helvetica Neue 65 Medium D heading Subheading 12/14pt Helvetica Neue 65 Medium Body copy 12/14pt Helvetica Neue 45 Light

• Document layout grid Α. This grid provides an overall system for consistency while still allowing for flexibility. Professionally designed and typeset Α4 documents will use two columns for body copy. Β. lt is also possible to use one column for ease of internal publishing or on smaller formats such as Α5 or DL. The grid is divided into six columns for flexibility and ease of use when placing graphics, charts and photography in layouts. Recommended grid dimensions and text hanging lines are specified here.

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• Document layout examples The following examples show how to approach common layouts. White space is an important element of any layout, as it allows for ease of reading, while creating a clean and professional document. Body copy should be reproduced in black or dark grey. Headings, quotes or subheadings should be reproduced in a colour from the palette at 100%.

Naming Conventions

• All logos consist of three elements: • a symbol (primarily the Royal Coat of Arms) • the department or organisation name • a colour line The principles of how the two lock-ups work are illustrated here. They have been designed to keep the sizing, weight and spacing of the three elements consistent. A. shows the portrait lock-up B. shows the landscape lock-up
• The Royal Coat of Arms should not be used in isolation. It should always be used in conjunction with the department or organisation name.
• All HM Government family logos adhering to the government identity system should be created by Design102.
• Communications that are published in both English and Welsh should lead with English in both content and the identity. If items are created for a predominantly Welsh audience, then Welsh should be the lead language and identity.

Brand Partnerships

• A. Work produced by two or more government departments or agencies should always use the HM Government logo, as HM Government is the master brand. The preferred placement for the logo is in the top left corner of the page.
• For clarity when using the HM Government logo, you can add a relationship statement at the bottom of the page outlining the organisations involved in the publication.
• B. When co-branding with a number of non-governmental organisations, those logos can be placed in a band on the bottom of the page, as shown here. Please ensure equal sizing and spacing for all of the partner logos used.
• Endorsing and co-branding items The identity can be used alongside, or as an endorsement to, the identity of a distinct organisation, service or campaign.
• When co-branding or endorsing a project, use the logo as illustrated here.
• If endorsing a campaign, service or organisation you should either be providing content, funding or supporting their service, campaign or organisation.
• The HM Government identity should have prominence whenever possible.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.

Building Signage

• For multi-occupancy buildings used by organisations from multiple departments: • HM Government has the prominent position • the organisations in the building are listed beneath, without their logos
• For multi-occupancy buildings where there is a clear parent department: • the parent department has the prominent position • the logos of related agencies in the same building follow underneath Please ensure consistent spacing.

Hub Signage

• When creating government hub signage, use the HM Government large format logo lockup.
• The first line of the hub address should be placed beneath the logo at a distance equal to one quarter of the height of the crest. The hub address should use Helvetica Neue 55 Roman.

Stationery Templates

• Word templates for stationery are available from http://communication.cabinetoffice.gov.uk/hmg
• Ensure that you take care to lay your letter out as shown here. The letter style is to type in 10-12pt Arial regular, with 12-14pt line spacing, aligned left and unjustified The left-hand side of the letter should align with the first letter of the department/organisation name at the head of the paper The left-hand margin is 30mm; the right-hand margin is 16mm

Website Guidelines

• On our websites, the landscape logo is always used and is positioned top left in a bar.
• The following shows how close the logo should sit to the absolute top of the site and the absolute left, for desktop, table and mobile screen sizes. The width of the black bar stays consistent across all three.
• Website designs using our logo should be responsive. We’ve provided recommended usage sizes for three typical digital formats below.
• The width of the Royal Coat of Arms is used as the reference point, as it is consistent across the HM Government family.

Campaign Guidelines

• A. Example of HM Government co-branding and endorsement
• B. Example of logo top left
• C. Example of logo bottom left
• D. Example of portrait logo top left
• E. Example of logo top left on document
• F. Example of logo bottom left

Video Guidelines

• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 61). An animated version of the logo can be requested from Design102.
• HD video When creating an HD video or animation, the crest of the logo should be 124px wide in size. The logo should always be centred in the frame.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• 4K video When creating a 4K video or animation, the crest of the logo should be 124px wide in size. The logo should always be centred in the frame.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations, the logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.

Animation Guidelines

• The last frame of any video or animation should always contain the portrait version of the logo on a white background. It can be used on its own or in conjunction with a strapline (see page 61). An animated version of the logo can be requested from Design102.
• When creating an HD video or animation, the crest of the logo should be 124px wide in size.
• The logo should always be centred in the frame.
• The last frame of any video or animation should always contain the portrait version of the logo on a white background.
• When creating a 4K video or animation, the crest of the logo should be 124px wide in size.
• An animated logo with the the call to action ‘For more information visit GOV.UK’ is available from Design102. This should be used as the end card of videos or animations, the logo should remain centred in the frame and text should be centred directly underneath.
• For videos and animations produced by more than one government department or agency the secondary departments should be added in text to the editable file provided by Design102.

Document Templates

• A simple Word template has been created for use internally. It provides two cover options to choose from and type styles for the document’s content.
• The template is available from http://communication.cabinetoffice.gov.uk/ hmg

Command Papers

• Production of command papers B and D. When producing Command papers, the first right-hand page must be to the specification, illustrated here.
• A and C. This should reflect the design of the front cover in black and white, placing the Royal Coat of Arms in the top right corner while omitting the department identity. It must also include the document title, author’s title, date of publication, command paper number and price.
• For further guidance and support on producing and publishing command papers please contact the National Archives: E: official.publishing@nationalarchives.gsi. gov.uk T: 020 8392 5218

Additional Properties