Jung von Matt Brand Identity heralds new era for Basel University Hospital
Jung von Matt Brand Identity has made the brand identity of the University Hospital Basel fit for the digital transformation. The hospital now presents itself with a lively and visually strong appearance, which at the same time allows clarity and flexibility in use.
As of 2020, the University Hospital Basel (USB) has developed a new strategy. In order to also make the visual appearance fit for the future, Jung von Matt Brand Identity was commissioned to redevelop the corporate design. Until now, the USB presented itself in a rather static corporate design that no longer met the requirements of digital communication. The result is a lively new appearance for the USB brand that is both clear and flexible in its application.
Striking design
The new design is based on a striking design system that can be used to playfully manage the entire communication. While retaining the logo, the figurative sign was further developed into an important and formative design element and identifier, which runs statically and movingly through the entire appearance.
From the pictogram, Jung von Matt Brand Identity developed a distinctive pictogram and illustration style that connects to the logo and communicates information actively and clearly.
More radiance
The existing primary color red has recently been supplemented by a colorful color set with many possible combinations. The different color schemes are used in the diverse communicative challenges of the university hospital and serve as differentiating elements.
"With the new corporate design, we are leaving conventional visual hospital communications in favor of a fresh look that showcases the entire diversity of the university hospital attractively and with more impact. The design is practical to use and works across all our departments and communication channels," explains Viviane Gutzwiller, Head of Marketing and Brand at USB.
Responsible at the University Hospital Basel: Viviane Gutzwiller (Head of Marketing and Brand). Responsible at Jung von Matt Brand Identity: Christina Widmann (Design Director), Daria Baumgartner (Design), Thomas Deigendesch (Strategy).
