THE IDEA

The ambition of Union Health is to create trusted relationships between patients and providers, that will lead to better health outcomes. The task was to create a new brand image that conveyed that concept. The brand symbol solutions below were the subject of an internal employee survey, as well as a survey conducted in the Wabash Valley community.

THE SOLUTION

The preferred symbol is comprised of a stylized human form with our stretched arms and conjoined “U’s”. It represents a renewed patient-centric focus, the idea that healthcare should be intrinsically centered around the patient.

FONT

Poppins is a geometric sans serif font, with influences from both humanist and grotesque typefaces. Its design features include slightly rounded corners, a tall x-height, and an open aperture.

LOGOTYPE 

The new custom logo type features a subtle nod to Poppins Medium typeface. At the same time the “U” letter form is stylized with a sharp right edge to create just the right balance of soft, open form and firm and precise edges. This result is a mash up of compassionate and trustworthy qualities. 

CHARACTERISTICS 

Trustworthy, genuine, energetic, & caring. Compassionate, bold, open, inviting & warm. 

PRIMARY COLOR PALETTE

Union Health’s new brand color palette grounded in blue, the universal color of healthcare. The analygous hues stretch from blue-green, (the color of health and vitality) to blue-violet (symbolically trustworthy and reliable). The splash reel below was created to highlight the core design elements, a fun introduction for internal employees.