Healthcare Project + Change Association

Logo and Brand development

The Journey

The process often resembles the different stages of a journey and this exciting project started by asking a sample group to contribute words to establish the character and philosophy of the organisation beyond the practical delivery of support and services.

It was clearly important that the new logo would seek to communicate many of the values alongside the more familiar commercial qualities that its diverse audiences would expect.

Further filtering and prioritising took place to identify messaging that may be fresher to the market and identify ‘difference’ in future communications.

The selected words covering this first part of the journey were:

Connected – Passionate – Curious

Other key aspects of the process were as follows:
Regarding colours it was felt that it was important to convey HERITAGE & EVOLUTION
The Brand Workshop identified a strength in acknowledging the significance of the NHS corporate colours in HPCA’s evolution.

Re the extended colour palette, it was agreed that the HPCA’s principal palette would feature the five ‘corporate’ blues and three accent colours to animate.

It was felt that the typography would be based on the sense of HERITAGE & EVOLUTION. The Brand Workshop also identified the positive visual messaging and practicality of retaining the clear and familiar NHS Project Futures font family in HPCA’s communications.

The next stage – a flexible asset

Inspired by several of the initial designs, the preferred HPCA logotype evolved through logical, progressive stages to feature the following:

• Triangular tessellated motif
• Overlapping letter-forms
• Distinct geometric shapes
• A positive icon (+)
• Familiar fonts and typography

Please note, employing the five corporate blues and the three accent colours, the HPCA Texture promotes ownership, creates drama and offer a dynamic backdrop for information.

The triangular tessellation offers an infinitely flexible grid where the colours can be manipulated to support all HPCA’s diverse messaging.