The look and feel of services should engender confidence that the service is official and trusted.
Common design patterns, consistent with GOV.UK should be adopted, whilst using local brand guidelines and templates, to make the service as usable as possible.
This includes ensuring that common form elements are labelled and ordered consistently with GOV.UK. The pattern of questioning, should be consistent across all services, reusing information already captured where possible.
The Standard was launched on 7 April 2016.
This guidance was last amended on 17 June 2016 as part of Service Standard Sprint #1.
You can read more about the Standard here.