NHS Scotland Brand Policy

Many individuals and organisations – from NHS staff and Boards to public sector partners and industry bodies – use the NHS Scotland brand. Given the wide range of potential users of the brand, this policy is designed to ensure appropriate use.

Shaped by an evidence-led approach, informed by engagement with the public, stakeholders, NHS staff, and Scottish Government officials the policy is inclusive, practical, and reflects the needs of those who use the NHS Scotland brand. The policy places strong emphasis on accessibility and equality while outlining who can use the brand, under what conditions, and how it should be managed.

The policy is supported by brand guidelines – a visual rulebook that sets out how the brand should be applied consistently and correctly.

Management of the policy and guidelines sits with the Scottish Government’s Health Marketing team, who also lead on the development and delivery of public health marketing for Scotland (with the exception of vaccines which is delivered by Public Health Scotland, except during a pandemic).