Government identity and branding

The Government’s identity system is designed to present a unified and consistent visual image to the public.

It is important that the public is easily able to recognise the work of government, departments, their agencies and Arms Length Bodies.

The unifying element of the Government’s identity is the Royal Coat of Arms, approved by Her Majesty the Queen in 1956. Only departments of HM Government and its organisations are permitted to use the Royal Coat of Arms and associated insignia.

To access the Government Brand Guidelines and download artwork, register on the Government Brand portal:

A quick guide on the rules of Government branding: HMG branding overview – February17 (PDF, 222 KB)

If you have questions about the strategic use of the Government Identity System or you would like permission to use the brand please contact

For questions relating to design and the practical application of the brand please contact Design 102:

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