Branding

Following the accession of King Charles III, the Royal Household introduced His Majesty’s new Royal Cypher, featuring the “Tudor Crown” rather than the “St. Edward’s Crown” used by his mother, Queen Elizabeth II.

The new Coat of Arms is now available for use by all organisations that incorporate it into their logos and branding.

Using the Coat of Arms across Government communications is important to ensure public recognition of official government work, departments, agencies, and Arms Length Bodies.

The unifying element of the Government identity is the Royal Coat of Arms, approved by Her Majesty Queen Elizabeth II in 1956. Only His Majesty’s Government (HMG) departments and their affiliated organisations are authorised to use the Royal Coat of Arms and related insignia.

All logos and guidance can be found at the HMG Brand Portal.

On this page:

The identity system

The King is the Head of State, and His Majesty’s Government governs the United Kingdom in the name of the King. The Royal Coat of Arms is personal to the King and, because of the constitutional relationship between the Sovereign and government, central government departments, executive agencies, and arm’s length bodies are required to use the approved versions of the Royal Coat of Arms. They must adhere to the principles specified by the College of Arms.

The government identity system places the Royal Coat of Arms at the heart of the majority of government organisation logos. The government identity system gives uniformity to government departments and organisations, ensuring they are recognised as part of the government and treated with seriousness. It has been designed as a practical, cost-effective solution for consistent logo creation

You can access the full suite of government brand guidelines and download the artwork by registering for the HMG Brand Portal.

Logo and image use

The default logo is ‘UK Government’ as pictured below.

UK Government coat of arms with the words 'UK Government'

Devolved Nations

Any UK Government policy or communication coming from a devolved nation should feature a devolved nation logo. i.e. a Welsh policy from the UK Government should feature UK Government Wales.

HM Government

HM Government should feature on all English Government policy and communication.

UK Government

This logo should feature all communication and policy that affect the whole Union. It is worth noting that if one or more devolved nations are involved in a policy or communication with England, then UK Government must be used, i.e. England and Wales would be the UK Government logo.

Exemptions

However, in some cases, the HM Government logo may not be appropriate.

To provide a reason for exemption and to seek permission to use a departmental logo for outward comms instead of the UK Government logo, you need to submit your Professional Assurance (PASS) application or contact us.

To use comms internally across the Civil Service, there is a separate ‘Civil Service’ logo, contact us.

Departmental branding

Departmental branding is generally reserved for direct communication, for example, email signatures, letter headings, social media.

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’s name will always be visible beside the avatar on profiles and posts.

For cover photos, follow brand guidance on photography. Cover photos should not include the organisation’s name.

Funded by UK Government

The ‘Funded by UK Government’ and ‘UK Government’ logos detailed in this guidance have been designed to help the citizen quickly identify government-backed work.

The ‘Funded by UK Government’ logo is for use by third-party organisations in receipt of
UK government funds. The UK Funded by UK Government Branding Manual details how the logos should be used consistently to provide effective and efficient communications.

Funded by UK Government Branding Manual (PDF. 20 pages, 1 MB)

You can access the full suite of government brand guidelines and download the artwork by registering for the HMG Brand Portal.

UK and overseas branding

There is a UK Government logo with the Union Jack that must be used on any international communication, for any UK Government branding overseas branding (where the royal coat of arms might not be recognised).

This does not apply to the GREAT campaign as this already features the Union Jack.

Use the UK Government logo and make sure that the UKG logo has prominence.

If you are an outside organisation receiving content, funding, or support of your service from a government department, then you may be entitled to use government branding.

Make sure:

  • you have permission from the department which you worked with;
  • you use the UK Government logo should be used, rather than a specific departmental logo;
  • the UK Government logo should have prominence whenever possible.

Government campaign

All government campaigns and communications should be government branded to ensure transparency and accountability.

There are some campaigns that have gained exemptions, for example, the NHS, where branding is recognisably government or well-known.

If you wish to have an exemption, include in your PASS application or contact us.

Brand safety in advertising

The SAFE Framework introduces new standards for digital brand safety in HM Government advertising.

Style guide

The Government Digital Service (GDS) style guide covers style points for content and guidance on specific points of style, such as abbreviations, numbers and acronyms

GDS style guide (GOV.UK)

Brand exemption process

Overview

The UK Government Identity System (GIS) ensures that government communications are consistent, recognisable, and transparent. Our guidelines outline how government organisations should be branded. 

All departments, agencies and public bodies can request a logo created within the GIS. In some cases, it may be necessary for a government organisation to request an exemption from the GIS – either to create their own logo or to not use HMG branding. This could be for a variety of reasons, such as:

  • the organisation has a well-established brand that is already widely recognised and trusted
  • the organisation operates in a sector where it is essential to maintain a distinctive identity
  • the organisation delivers services to a specific audience, and using a different brand would be more effective.

Criteria 

Government departments, public bodies, and agencies (new and existing) are automatically enrolled in the Government Identity System (GIS). To be eligible, an organisation must meet the following criteria:

  • Have a ministerial (or equivalent) prerogative
  • Have a GOV.UK page
  • Be approved by the Prime Minister (if a new department)

The GIS logo can only be used on internal documents, letterheads or items specific to that department. Otherwise, all external communications should use HM government or the UK government.

Creation

A GIS logo consists of the following: 

  • Your departmental colours (or Home department if ALB) 
  • Departmental Emblems, i.e. Home office Priviy seal

If approved, we will contact you about the requirements and options.

How to apply for a Brand Exemption

To apply for a brand exemption, you must submit a proposal to the Government Communication Service (GCS). Your proposal can be submitted in any format you wish, and should include the following information:

  • The name of your organisation and details of the brand you would like to use
  • A clear and concise explanation of why you need an exemption from the Government Identity System (GIS)
  • Evidence to support your case, such as market research

Assessment process

The GCS will assess your proposal based on a number of factors, including:

  • Strength of your case for exemption
  • Potential impact on the public’s understanding of government
  • Potential impact on other government organisations
  • Overall consistency of the government brand

Decision and outcomes

Once GCS has completed their assessment, they will decide whether to grant your exemption. If your exemption is granted, you will be provided with guidance on using your brand in a way consistent with the government’s overall approach Based on your application, there are four possible outcomes:

  • Denied: this means you have not been granted your exemption, and you must use HM government or UK government branding for all communications. 
  • You can create  your own logo but must use UK government alongside it: this means you have proven that you are independent enough to have your own identity, but there is a close enough connection with a ministerial department. An example of this is NS&I and the NHS.
  • You can create your own logo but have to use Funded by UK government alongside it: this means you have proven that you are independent enough to have your own identity, but to show you are taxpayer funded taxpayer you are required to put “Funded by UK Government” on your assets. An example of this is Sport England and Levelling Up funds.

Exemption granted: this means you have proven and demonstrated that you are independent enough from the Government to warrant your own brand. Examples include the Health and Safety Executive, the Food Standards Agency, the BBC, and Parliament. 

Contact and resources

If you have questions about the strategic use, design and practical application of the brand, Government Identity System or you would like permission to use the brand contact branding@cabinetoffice.gov.uk.

Resources:

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