The government identity system is a cohesive, cost-effective and consistent approach to branding government departments, their agencies and arm’s length bodies.

Placed at the heart of the identity system is the Royal Coat of Arms, designed by Reynolds Stone and approved by Her Majesty The Queen in 1956. This provides a clear and distinguishable visual reference for the public to recognise when an organisation is part of government.

HM Government is the master brand for public communication. It should be used for any high-profile public-facing campaigns or to brand any cross-departmental activity. The Royal Coat of Arms should never appear more than once on a page.