Every hospital in the country has been ordered to alter its logo by NHS “identity managers” in a measure which has prompted fury and ridicule.

A diktat from NHS England means hundreds of organisations will have to rework all their publicity materials, moving the NHS logo so it is above the name of each trust, instead of beside it.

The measure has been introduced by the “NHS identity team” following 1,000 interviews and 28 focus groups with members of the public. It follows a two year review of the health service logo with nine workshops involving 100 communications officials.

NHS England said it would reduce “confusion and concern” among the public - claiming that current inconsistencies in current use of the format could be fuelling pressures on Accident & Emergency units.

But hospital managers and charities poured scorn on the exercise - saying it would divert precious resources at a time when the health service is attempting to find £22bn in savings.

The new guidance, highlighted by Health Service Journal, advises every NHS organisation to comply with new brand rules. The main change is moving the “NHS” lozenge so it is above an organisation’s name- instead of bedside.