Colour, font and writing

Colour palette

A classic and broad colour palette supports the identity. Our primary colour is PMS 2935c.

When using the palette it is recommended that two complementary colours are selected for use with the primary colour as the foundation for a design. This can be enhanced with the use of other colours or tints from the palette in graphics, charts, tables, graphs, illustrations and photography.

Ensure that you use the most cost-effective production process for any printed items.

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.

  PMS 2935c
C100 M59 Y0 K0
R0 G90 B187
  PMS 2915c
C58 M13 Y0 K0
R91 G180 B229
  PMS Cool Grey 11c
C67 M59 Y53 K34
R77 G78 B83
  PMS 2746c
C100 M98 Y6 K2
R26 G39 B145
  PMS 512c
C60 M100 Y24 K9
R120 G37 B111
  PMS 1807c
C25 M93 Y78 K18
R163 G48 B56
  PMS 159c
C15 M76 Y100 K4
R205 G90 B19
  PMS 124c
C7 M34 Y100 K0
R236 G172 B0
  PMS 7495c
C50 M27 Y100 K6
R137 G150 B57
  PMS 7472c
C63 M4 Y32 K0
R85 G186 B183
  PMS Cool Grey 3c
C20 M16 Y18 K0
R202 G202 B200


The 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 - essential when creating large, text-heavy documents.


Type alignment should be ranged left.

Character settings

Kerning must be set to optical, tracking at 0pt.

Support typefaces

For all digitally produced applications such as websites or PowerPoint presentations, use Arial if Helvetica Neue is not available.

Helvetica Neue 45 Light
12345678910 ()!@£$%&

Helvetica Neue 25 Ultra Light
Helvetica Neue 35 Thin
Helvetica Neue 45 Light*
Helvetica Neue 55 Roman*
Helvetica Neue 65 Medium*
Helvetica Neue 75 Bold*
Helvetica Neue 85 Heavy
Helvetica Neue 95 Black

* Key weights for most applications

Writing and tone of 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.

What this means How this might look or sound
Professional Formal, accurate, consistent

Avoid colloquialisms; be specific, informative and to the point.

Use facts and figures to support recommendations.

Ensure communications are fact checked and proofread.

Transparent Clear, open, accessible

Signpost important areas of the text e.g. calls to action.

Present both sides of an argument and don't be judgemental.

Cut out jargon and difficult words; break up longer sentences and paragraphs.

Authoritative Direct, unambiguous, confident

Use the active voice.

Use definite rather than vague language.

Limit the use of tentative words like can't, don't and maybe.