The benefits of simplicity: the NHS’s first brand identity 25 years on

NHS brand identity by The Team Brand Design Consultancy

Our executive creative director, Dave Recchia, recently spoke with Marketing Week about the development of the NHS’s first brand identity.

It was back in 1999 when the NHS (as we now know it) united under a single brand identity, and it was The Team that was enlisted to help tackle the challenge of creating and delivering this new identity.

Here’s an excerpt from the article:

It was the most significant branding project for The Team at that time,” he says, adding that it was hardly “new kids on the block” having started in 1982 and only recently worked with Apple on its Beatles Anthology release.

The Team quickly came upon the blue lozenge that had been hidden in plain sight for so long and it became apparent that “elevating” that was the natural way forward for the project. “We intentionally set about keeping it as simple as possible,” he says. “Because it needed to be an identity which would be embraced across the organisation and always appear in the same way.”

You can read the full article over on Marketing Week.


David Recchia and Peter Mills discuss the NHS brand identity


In 2022, we made a series of exclusive films celebrating our 40-year history.

In the second episode in this series, Dave caught up with The Team’s former partner, Peter Mills, to better understand how we took many visual identities down to just one.

  Watch the film