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GOV.UK is a blue brand

Our core brand colours are Primary blue and Accent teal.

We’re building on the Primary blue already in place to support recognition and trust. Using it more consistently will make it a clear visual signature of GOV.UK.

Accent teal also sits alongside to add impact and help the brand feel more modern.

Primary blue
RGB 29 112 184
#1D70B8
Accent teal
RGB 0 255 224
#00FFE0

Wordmark for GOV.UK in white. The dot between 'GOV' and 'UK' is Accent teal and vertically-centred. Shown on a Primary blue background.

Coherency across channels

We lead with the Primary blue and Accent teal across all GOV.UK channels. From the blue header on web and app, to branded banners within social platforms, this aids brand recognition and establishes trust.

Indicative examples for illustrative purposes only.

Mobile web header

Screenshot of GOV.UK website on mobile, showing the Primary blue header, with the lock-up of the wordmark and crown in white. The dot is in Accent teal.

App header

Screenshot of GOV.UK app, showing the Primary blue app header with the wordmark in white and the dot in Accent teal.

YouTube profile

Screenshot of YouTube profile on mobile, showing Primary blue and Accent teal used in the banner image.

App splash screen

Video description of app splash screen

No audio. The dot leads a trail of other dots of various colours in a spiral towards the centre of a mobile screen, where it becomes the dot within the GOV.UK logo as it fades and pushes in.

At the bottom of the screen, the crown logo element is revealed by a circular iris effect at the bottom of the screen as the dots in the crown rise and fan out.

Colour accessibility

You must make sure that the contrast ratio of colours used meets Web Content Accessibility Guidelines (WCAG 2.2) success criterion 1.4.3 Contrast (minimum) level AA.

A grid of colour combinations. Coloured stripes show how well combinations meet minimum colour contrast requirements.

Incorrect colour usage

To maintain consistency across channels the colours within our palette should never be changed or altered. Exceptions to these recommendations must be approved by the brand team.

Do not use colour combinations that do not meet WCAG2.2 guidelines.

Do not create new colours.

Do not use too many colours within an application.

Do not mix colours to create gradients (single colour gradients are permitted for use over imagery).

Tailoring for GOV.UK channels

Each GOV.UK channel requires a different level of function and expression and therefore the palette has been tailored accordingly.

The following guidance details which palette can be used across web, app and social.