Her Majesty’s Government (HMG) Overseas Branding

This guide sets out the master brand for HMG when aiming at an international audience.

HMG Overseas Branding

PDF, 2MB, 14 pages


HM Government is the master brand for government, recognised and trusted by the UK public.

Outside the UK, however, we need to be more specific to be recognised by international audiences. Primarily this means using the Union Flag instead of the Royal Coat of Arms as a graphic identifier. These guidelines explain when to use our overseas logos and how to apply them.


  • Master logo: UK government
  • Logo placement
  • Logo exclusion zone
  • Logo minimum sizes
  • Logo don’ts
  • Logo positioning
  • Endorsements
  • Alternative logo: UK aid
  • GREAT campaign
  • Contacts and artwork