Logo

The primary logo must be used in first instance, specifically including:

• all printed material (where the logo height is 15mm and above)
• digital content designed for large screens (desktop, TV, outdoor)
• official documents
• letterheads and forms
• signage
• uniform
• vehicles
• honorary items (awards and ceremonial products)

The secondary logo must be used:

• on content for social media, devices and web only
• if the height of the logo isnewsletternewsletter below 15mm
• small scale print (merchandise)
• avatars, software and apps

At times we write out West Midlands Police next to our logo for clarity.

Where possible the typeout logo should be used on the left hand side of your product.

Where it is not possible use the right hand version as shown below.

Use the secondary logo for all digital products.

Minimum sizing

Exclusion zones

How not to use the logo

Department logo guidelines

All department logos follow our typeout logo layout and use the secondary logo. To request your department logo please complete this form.

Internal branding guidelines

We’re a branded house, not a house of individual brands. Here are some guidelines to help you achieve this:

• Consult with Corporate Communications before creating an internal brand
• We only brand products, not approaches or individual teams
• Any sub brands must follow our design and style guidelines. Corporate Communications will recommend how to do this.

Requests will be managed on a case by case basis. If you feel you need a logo please complete this form and a member of the team will get back to you. Please note this does not mean your request is approved.

At the centre of our logo is our coat of arms. This is our official seal and it’s reserved for our most important documents. It has official heraldic status granted by the College of Arms in 1980.

All the elements in the coat of arms have symbolic meaning and must not be modified in any way.

The coat of arms must not be used alongside the WMP logo.

Arms (shield): Between two bars vallary as many barrulets dancetty of three points interlaced sable. 
Crest: Out of a crown vallary sable a phoenix argent rising from flames proper and about the neck a chain pendent reflexed across the breast also sable.

Motto Scroll: Forward in Unity

Origin/Meaning: The arms were officially granted in 1980.

The gold and black of the shield represent industry, the fretwork forms the letters W and M for West Midlands. The barrulets (bars above and below the fretwork) symbolise strength — all charges from the former West Midlands County Council arms.

The bars and crown vallary in the crest represent protection and security, while the closed helmet represents defence and the powers granted to us. The phoenix rising from the flames symbolises renewal and resurrection.

The motto Forward in Unity was that of the county council at the time.

Our spirit mark is the classic Sillitoe Tartan. Subtle, yet enough to evoke a policing feel.

Police as a brand is recognisable because of the Sillitoe Tartan. We have made it a part of WMP.

The cypher is the king’s personal or logo. It’s made up of their name and title, Rex – Latin for king, alongside an image of the crown.

The cypher is the king’s personal property and designed by the College of Arms. There are British and Scottish versions of the cypher. These appear on government buildings, state documents and some post boxes.

Strict rules surround it’s use. The cypher, crown and other royal devices including coat of arms, images and titles are trademarked. You must not make any edits or changes to the cypher. You must also not create any logos which use a royal trademarked item, for instance a staff network logo must not feature a crown.

In WMP the cypher is only used on helmet plates. Following the death of a monarch and the creation of a new cypher, helmet plates are replaced when headwear is replaced. This is the decision of the king and is designed to reduce waste and cost.

READ: Guidance of State Symbols