Brand in use

One brand. Many places.

Brand consistency and coherence are both important, but they do different jobs.

Consistency means applying core brand elements in the same way wherever the brand appears. It helps people recognise GOV.UK and trust that they’re in the right place.

Coherence means those elements can flex to suit the context. It lets GOV.UK work across different formats, services and audiences without losing its identity.

This section shows how GOV.UK stays consistent and coherent across web, app and social – from clear, functional content to more expressive and inspiring moments.

Indicative examples for illustrative purposes only.

No audio. A selection of different animations from across the website are shown all at once in split screen.