603 Rebanding the Henry Moore Institute - Research

Rebanding the Henry Moore Institute

BRIEF: Rebranding the Henry Moore Institute (HMI) in Leeds to excite and interest a younger

audience.

National Ambulance Mental Health Group

- Brand identity by Pentagram, A new brand identity for the group of ambulance trusts and promotes best practice in pre-hospital mental health care.

Representatives from NAMHG are often asked to speak at events, and the organisation wanted an identity that would both raise awareness for the work it does and help promote the agenda for this often-overlooked group of patients.

The new identity was designed to work across all platforms and sizes, from social media icons to large-scale environmental graphics. It was important that the logo would work on its own, as well as alongside the iconic blue NHS, and the more traditional Ambulance Service logos. 

The design team has created an identity which will raise awareness, embodies resilience and inspires confidence in its services. Using sans serif typeface and logotype representing both a person and the ambulance. 

ANALYSIS:

• The design is so simple which is really appropriate for the audience, the sign is clear and concise so those can easily find the information they need without having to sift through large amounts of text and images. 
• The branding is able to be translated across a wide range of materials, this is again due to the simplicity as well as transferable nature of the design of each element. 
  - This needs to be something to consider when designing for HMI, how will the branding be perceived on a range of mediums, promotional material, tickets, advertisements etc. 
• The branding has also been considered for the application of different formats, screen, print, mobile, website etc. This allows it to be most effective on a range of outcomes but also use digital elements like motion to its advantage, as the blue circle can be animated to imitate the ambulance lights making the branding instantly recognisable without the need for any text. 
  - A skill of using online advantages to benefit the brand, think about this when designing own branding, how can static elements be translated to animate elements and vice versa. 
  
  

Laudes Foundation

Laudes Foundation is an independent foundation that forms part of the Brenninkmeijer family, which represents six generations of entrepreneurship and philanthropy. Laudes Foundation aims to challenge and inspire industries to shift from an extractive, unfair value system to one that is regenerative and just. The Foundation is responding to the convergence of two global crises—inequality and climate breakdown—the solutions to which require levels of bravery and ambition on a global scale. 

The visual identity uses a line as a simple graphic device to suggest the connectivity and collaborations. The line is used within the wordmark, and acts as a recognisable tool across its various communications. 
- Using the visuals to represent the values of the company, as well as them being easily transferred across different mediums allows for a strong visual identity to be developed, one that is easily recognisable. 

To complement this, a bold colour palette echoes the brave actions the Foundation aims to fund. Using a 6 x 6 grid, the design team created a set of bespoke icons for use across physical and digital applications. The icons reflect the areas the Foundation focuses on. 
- Again developing visuals that represent values of the brand, bold colours to represent the brave actions of the foundation. It allows the branding to really sit within the identity instead of contrast it.
- This is something I really need to be considering when branding HMI as the institution has a lot of history as does the artist. The branding could compliment this and not contrast it, even when aiming to entice a younger audience. 

All the images used by the Laudes Foundation are realistic, dynamic and hopeful, aiming to show positive solutions that are grounded in the real world. 
- Really like the consideration of image, I often overlook the connotations of different imagery (illustrations, diagrams, photos etc - they all have a different effect on the tone of the brand). 

Pentagram also worked closely with the Foundation on naming and tone of voice, establishing its brand guidelines, statement of intent and creating launch pieces including a leaflet and copy for the website.