Government brands are often invisible until they fail. They provide services, information and regulation. The challenge is to project authority while remaining accessible. Tone must balance formality with clarity.

Behavioural signals

• Authority cues. Crests, coats of arms, seals.
• Plain language. Increasing push towards clarity and accessibility.
• Public service framing. “For the people,” “by the people.”
• Regulatory messaging. Deadlines, compliance, safety.
• Civic pride. Use of national or regional symbols.

Energy/Expression fit

• Ruler. Natural alignment with authority and control.
• Caregiver. Seen in health, welfare and education.
• Navigator. Used when guiding citizens through complexity.

Others: Familiar (local councils), Visionary (innovation hubs).

Media and channels

• Official websites and portals.
• Press briefings and news media.
• Outdoor, posters and transport ads for public service campaigns.
• Social media for alerts and guidance.
• Direct mail for compliance and regulation.

What to avoid

• Overly complex language.
• Poor accessibility design.
• Inconsistent messaging across agencies.
• Excessive formality that alienates audiences.

Summary

Government branding works best when it combines authority with clarity. Energies ensure that signals align with purpose, making public communication both trusted and usable.

Featured brands

• GOV.UK
• HMRC
• NHS
• Met Police
• Transport for London