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New Logo and Identity for Alrijne Zorggroep by Taken by Storm
 

before

after

Noted Dec. 16, 2015 by Armin

Industry / Health Tags /

About

Established in 2015 with the merger of Diaconessenhuis Leiden and Rhineland Zorggroep, Alrijne Zorggroep (Alrijne Care Group) is a collective of three regional hospitals in Leiden, Leiderdorp and Alphen aan den Rijn and two nursing homes in The Netherlands. With a total of 231 medical specialists and 3,857 employees is one of the largest employers in the region.

Design by

Taken by Storm (Rotterdam, The Netherlands)

Related links

Taken by Storm project page

Relevant quote
The hand drawn logo illustrates the personal attention that is Alrijne's signature way of working. Collaborative decision making is expressed by the overlapping fields of warm colors. This combination offers a friendly and professional visual language that is multifaceted and practical in its application, allowing Alrijne versatility when developing new materials.

Taken by Storm project page

Images (opinion after)
New Logo and Identity for Alrijne Zorggroep by Taken by Storm
Logo detail.
New Logo and Identity for Alrijne Zorggroep by Taken by Storm
Brochures stacked.
New Logo and Identity for Alrijne Zorggroep by Taken by Storm
Brochure, opening. Notice the slanted top edge.
New Logo and Identity for Alrijne Zorggroep by Taken by Storm
Signage.
New Logo and Identity for Alrijne Zorggroep by Taken by Storm
Livery.
Opinion

The previous two logos had a thing for birds (and default-looking typography) and it's a good thing the new logo didn't follow suit. Instead, it focuses on a custom script wordmark that stands out in the otherwise buttoned up world of healthcare logos. It has a nice flow and interesting shapes; its only drawback might be that it looks like the rest of the alphabet from Unilever's logo. The logo isn't the wordmark by itself, instead it comes in a box with a diagonal that cuts across its top right corner that then extends downward into the different layouts. (You can see it best in the livery shot at the bottom). (Pessimists might say that a downward slope isn't the ideal subconscious message for a health-based organization.) (No more things in parentheses, promise.) The choice of TypeTogether's Bree makes the identity a little too friendly and soft but it's hard to argue that it looks youthful and vibrant. Overall, an uplifting aesthetic.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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