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GOV.UK brand guidelines

The GOV.UK Brand Guidelines document the public identity system, covering typography, colour palettes, and logo usage across web, app, and social channels.

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GOV.UK guidelines: GOV.UK Brand Guidelines
GOV.UK Brand Guidelines Captured 15 Sep 2026

The homepage of the GOV.UK Brand Guidelines presents navigation cards for key identity elements including graphic devices, logos, and typography.

GOV.UK guidelines: Introduction
Introduction Captured 15 Sep 2026

The introduction page illustrates the inform-to-inspire spectrum across web, app, and social channels alongside core brand ambition statements.

GOV.UK guidelines: Logo system
Logo system Captured 15 Sep 2026

The logo system page defines the usage and relationships of the primary GOV.UK wordmark, crown emblem, and lock-up.

GOV.UK guidelines: Colour
Colour Captured 15 Sep 2026

The colour overview page outlines palette tiers across primary, tints, shades, and accents, with notes on WCAG accessibility.

GOV.UK guidelines: Typography
Typography Captured 15 Sep 2026

The typography documentation details the GDS Transport typeface, showing character glyphs across Light and Bold weights.

GOV.UK guidelines: Brand in use
Brand in use Captured 15 Sep 2026

The Brand in use section introduces cross-platform coherence with navigation for web, app, and social media touchpoints.

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Freedam's take

I really appreciate how clearly GOV.UK frames their brand around civic clarity. The structure immediately grounds you with core elements, then takes the time to explain their thinking across digital environments. Their inform-to-inspire spectrum on the introduction page is a thoughtful touch, helping teams understand how expressive they can be depending on whether they are designing for web, app, or social media. Everything feels accessible and strictly purposeful, from the GDS Transport weights to the blue-led colour palette. It is a disciplined, public-service identity guide that stays entirely true to its purpose.

At a glance

Sections
Introduction · Graphic device · Logo system · Colour · Typography · Data · Brand in use
Tone
Clear, accessible, and structured public-sector guidance.

What I noticed

  1. The brand system introduces an inform-to-inspire spectrum showing relative ranges for Web, App, and Social channels using color-coded bars.1
  2. The typography documentation defines GDS Transport as the primary typeface, specifying Light and Bold weights alongside glyph sets.234
  3. The colour section breaks the palette into four tiers consisting of Primary, Tints, Shades, and Accents, emphasizing WCAG accessibility compliance.56
  4. The logo system breaks down the identity into the GOV.UK wordmark, the crown symbol, and a combined lock-up.789

Numbers refer to the screenshots above.

What I could not see

  • Could not inspect the full download flow or available file formats behind the 'Get brand assets' section.
  • Could not view the contents of the Graphic device and Data pages from the captured screens.

Ideas to borrow

  1. Map out an inform-to-inspire scale across digital channels to help creators gauge how utilitarian or expressive an execution should be.1

Quick answers

What typeface is specified in the GOV.UK brand guidelines?

The primary typeface is GDS Transport, provided in Light and Bold weights.23

What elements make up the GOV.UK logo system?

The logo system consists of the primary GOV.UK wordmark, the supporting Crown symbol, and a combined lock-up.789

Reviewed on 25 September 2026. Request a correction · I built this

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