Branding, Logo Design, System Design
Illustrator, InDesign, Photoshop
The goal of this project was to re-brand a large institution, creating extensive brand guidelines which cover all touch points of the brand.
My chosen institution was CHEO (the Children's Hospital of Eastern Ontario). This is the main Hospital for minors in and around the Ottawa area. CHEO is extremely involved in the Ottawa Community and is widely recognized for its work both in and out of the hospital. The Approach
My proposed identity uses a robust, sans-serif typeface that reflects the hospital’s solid reputation and trustworthy staff. The logo itself riffs off the natural shapes of the geometric letterforms, which alludes to children’s building blocks; a symbol of innovation, creativity and imagination, which are all part of CHEO’s brand essence.
The same geometric shapes are then assembled throughout the identity in ways that reflect different demographics of people including families, patients and staff. The simplicity and versatility of these illustrative people creates an impactful and interactive element to the brand.