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Branding & Visual Identity

A cohesive visual identity is essential to building trust and recognisability. All analytical products should follow the NHS brand guidance, adapted to the I&I South West context.

87% of people spontaneously recall NHS Blue and White — using them consistently reinforces trust and brand recognition.

Colour Palette and Chart Colour Convention by Organisation

Use the standard NHS palette consistently across dashboards, reports, and slides.

Use consistent colour and line styles across products for comparability.

A reference table outlining the correct colour is included below

Diagram of SW HEX colours

Typography

Follow NHS font and sizing conventions to support clarity and accessibility.

Use bold headers, maintain consistent spacing, and limit fonts to Arial only.

A reference table outlining the correct font is included below

Diagram of typography formatting