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Our brand

Overview

This page summarises the essential information to give you a flavour of our brand. For further details about how to use the ONS brand to create accessible products and materials, read our brand elements and guidance pages.

Brand elements

Many elements make up the ONS brand, including our logo, typography, colours and imagery.

Our logo is available in English, Welsh and bilingually, with landscape alternatives. Make sure there is enough clear space around the logo when applying it in print or digital formats.

Do not alter, redraw or modify the logo in any way.

Find out more about using our logo

Typography

Our primary typeface is Open Sans, which should be used across all print and digital communications. We have alternative and translation typefaces available.

Read more about using our fonts and text styles

Colours

Our core brand colours have been built out from our logo colours. We have additional supporting palettes for digital products, illustrations and charts. We use tints of our colours to add depth to the colour palette.

Explore our brand colour palettes and their usage

Visual concept

Our visual concept centres around a simple dot, the most basic representation of data. We have created a pattern based on a data dot grid with differing scales and colours.

We apply dots in flexible ways to our materials, using full blocks or cuts of the data pattern, or using circles as framing shapes and decorative elements.

Find out how we apply our visual concept

Iconography

We have created a library of icons for use on our materials.

Our icon style uses geometric shapes and rounded corners. There are three icon sizes that have been optimised for different uses.

Read about how to use our icons or view our icon set

Illustration

We have developed an illustration style to support our written content, where appropriate. Our illustrations use a flat, semi-realistic graphical style with restricted colour palettes within each scene or spot illustration.

We are building a set of characters to bring illustrations to life.

Understand our illustration style

Photography

We use photography to reflect the diversity of the UK population and add authenticity to our materials. Images should show real people from a mix of ethnic backgrounds, gender expressions, ages and other characteristics.

Learn more about our photography style

Brand application

We combine different brand elements to project a coherent feel across all media, whether print, digital or physical spaces.

ONS social media channels being displayed on three different devices: desktop, tablet and mobile phone
ONS social media channels
Front and back covers and open pages of a printed report with the dot pattern applied
Inclusive Data Taskforce report in Welsh
Interactive shopping prices comparison tool being displayed on a laptop, which includes an illustration of online shopping
Interactive shopping prices comparison tool on the ONS website
Social survey information leaflet in French, Urdu, Czech and Simplified Chinese, using illustrations of people and icons of the process
Social survey information leaflet in various languages
Man at a laptop in front of a wall graphic saying "Flexible, Radical, Ambitious – One ONS" with the dot pattern
Wall graphic in an ONS office
Digital agenda and pull-up banner for the event "Understanding the cost of living through statistics", using the dot pattern and typography styles
In-person event materials

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