NHS Identity Guidelines – Tone of voice

NHS Identity Guidelines’ “Tone of Voice” section sets standards for how written communication should be handled across NHS materials. It emphasizes clarity, honesty, professionalism, and accessibility, ensuring that all messaging aligns with the NHS Constitution’s core values.

The guidance encourages a direct and personal approach, particularly when addressing patients and the public, making the communication feel more human and engaging. It also highlights the importance of maintaining a professional tone while avoiding overly complex language or unnecessary jargon.