The concept behind the NHS rebrand was to re-introduce the formal name ‘National Health Service’ as it has more positive connotations.

The hexagon shapes used for the brand’s identity were chosen as they tessellate, representing how all the different parts of the NHS work together as one service. Each part is represented by a different colour.

The hexagons also have connotations of chemistry as well as health and structure - all qualities that represent the National Health Service.

The concept behind the advertising campaign is to promote and remind people of all the achievements of the NHS since it started, with the slogan 'Changing the world since 1948' summing up this idea.

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