I've prepared a Corporate identity for a 100 year anniversary of a german hospital - "Wald-Klinikum Gera". The hospital has a beautiful location in the forest and an interesting mix of architecture styles. It organizes various events during the year. It is celebrating its 100th birthday in 2020.
The variety of the events and the architecture as well as the nature around the hospital inspired the Main theme of the branding for the anniversary: Variety and connection. Key message of the design is : “ Wald-Klinikum Gera” has been in the region for a long time, it has united different generations, different cities, different departments under one roof. It has developed during the 100 years in the modern organization by being flexible and constantly adapting to the needs of people and the market.
The project is big and branding should have various applications. It
should be possible to apply CI to marketing campaigns, giveaways, web
projects, printing materials, like event posters and flyers,
Business cards or Stationary.
I wanted to show variety and connection on
the base of organic forms. I've started to experiment, trying to find
a suitable solution for the anniversary branding.
First attempt was inspired by variety and an old-school feeling of handwriting. Combination of a hand-written with the typewritten text seemed like a good option to highlight long history of the hospital and the mix of the styles in it. Same applied to the illustrations, they should have consisted of 2 parts: one digital and one hand-drawn image. Posters were highlighting cultural and natural aspects of the hospital. Unfortunately this design solution had too many elements that distracted attention.
Second attempt defined the form and direction, where I was heading. I've settled on layers and solid flexible forms. Forms stayed hand-drawn and organic, without any straight lines or corners. However, I've chosen standard medical colors: Red and Blue, and they didn't communicate, that this branding was created for an anniversary of the hospital.
As a representation of the brand, logo plays a huge part in Corporate identity success. Here are versions of the logo in their chronological order. Even Analog logo (Nr.4) emerged in layer revolution.
Final solution was a combination of previous attempts with fresh and vivid colors that create strong associations with nature, celebration and medicine. 9 Primary colors are easily combined with each other, which allows endless amount of color-form combinations. The flexibility and modularity of the CI is going to be a great basis for any anniversary campaign. Its bright colors attract attention and state the hospital as a modern organization, that is going to stay in the region for another 100 years.