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.
C22 M97 Y89 K13
R175 G41 B46
C16 M24 Y31 K0
R214 G189 B170
Gold metallic ink
C4 M48 Y17 K0
R235 G153 B169
C46 M31 Y34 K1
R146 G157 B158
C25 M93 Y78 K18
R96 G53 B38
C15 M76 Y100 K4
R205 G90 B19
C57 M32 Y0 K0
R110 G153 B212
PMS Cool Gray 3c
C20 M16 Y18 K0
R202 G202 B200
PMS Cool Gray 11c
C67 M59 Y53 K34
R77 G78 B83
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.
Kerning must be set to optical, tracking at 0pt.
For all digitally produced applications such as websites or PowerPoint presentations, use Arial if Helvetica Neue is not available.
Helvetica Neue 45 Light
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
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.