The government identity system has been designed to provide a cohesive, cost-effective and consistent approach to branding government departments, their agencies and ALBs. Its creation complements the ‘digital by default’ communications strategy with a practical and efficient system.

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. The Royal Coat of Arms provides a clear and distinguishable visual reference for HM Government allowing citizens to easily identify when they are communicating with government and associated agencies.