These concepts were created on behalf of EatFishDesign Ltd.
NHS Employers wanted a fresh new brand for their internal and external documents as they believed their current branding was stale. Their branding used a number of different coloured “blobs”, which they now consider too childish and not aligned to their current vision and mission.
They wanted to:
- Keep their existing logo, therefore the new designs needed to complement the current logo,
- Maintain the colourful appeal of their previous designs whilst harmonising the design fo all document types,
- Have elements that can also function as reusable decoration for a variety of different media.
Expanding the current brand
Due to their emphasis on keeping the existing logo, I decided to focus my designs entirely around circles. I looked into the many uses of circles within graphic design, such as the olympic rings.
My initial concepts would replace the previous “blobs” with circles but use the existing colour palette and gradients so as not to alienate those familiar with the brand. I have found that circles have a surprisingly versatile number of uses, particularly as decoration. Combined with the use of gradients and mixed opacity, the circles provided a dynamic corporate feel suitable for the healthcare industry.
I used mostly blue for the designs as it is the colour most associated with blue; their logo and the NHS logo are also blue.
Below are the two initial concepts I presented.
My initial designs were well received. The client enjoyed the cleaner feel to the documents and liked the idea of circles that would replace the blobs.
For the next update, the client requested additional examples, such as simple infographics within a document. They also to use more colours and wanted another look at how photographs could be decorated further, creating a style that can be replicated without specialist design software.
I assigned each of the primary colours an accent colour to it within the same palette. The accent colour could be used in a variety of ways to highlight specific information or add more pop to the designs. Any of the main colours with the accent can be used and alternated, preventing the brand from becoming bland if only the same one colour was used throughout.
For the photographs, I developed a broken stroke design with the paired primary and accent colours that complement each other. These could be provided as PNG files for staff to put into their own documents without designer input.