Our brand

Welcome to the Department for Children, Schools and Families brand guidelines.  These replace all previous guidelines and logo artwork.

Our brand is important because it shows instantly what kind of organisation we are, what we believe in and how we do business.

A consistent visual identity says: “We’re a united organisation, working together towards the same aims.”

Those aims were set out in the Children’s Plan, launched in December 2007. It clearly stated our purpose – to make England the best place in the world for children and young people to grow up.

The visual identity set out in these guidelines evolved from the design used for the Children’s Plan. It can be summed up as ‘building the rainbow’. This brand helps us communicate the message that everything we do is part of delivering that vision; building the brighter future we want for children and young people.

There are different variations of the brand style depending on the primary audience: stakeholders, the general public or internal staff.

The different documents here are:

PDF Section 1: Introduction [pdf, 407kb]
This should be read by everyone using our brand.

PDF Section 2: The building blocks of our brand [pdf, 2.16mb]
The basic parts of our brand that are common to all audiences, such as the logo and the colour palette.

PDF Section 3.1: Communications materials for stakeholders [pdf, 6.37mb]
For example political audiences, teachers, non-government organisations and other policy partners.

PDF Section 3.2: Communications materials for public/consumer [pdf, 5.20mb]
For example parents and children. Note that in many communications with this audience group, a dedicated campaign or product brand should be used instead.

PDF Section 3.3: Communications materials for internal communications [pdf, 3.38mb]

PDF Section 4: Working in partnership [pdf, 1.25mb]

PDF Section 5: Resources and templates [pdf, 9.08mb]
This section gives an overview of the resources available to help you apply the visual identity correctly.

Please feel free to contact us at branding.mailbox@dcsf.gsi.gov.uk if you have any queries or any suggestions about how to make the guidelines better and more user-friendly.