(Est. 2018) “Ayushman Bharat is a centrally sponsored scheme launched in 2018, under the Ayushman Bharat Mission of Ministry of Health and Family Welfare in India. The scheme aims at making interventions in primary, secondary and tertiary care systems, covering both preventive and promotive health, to address healthcare holistically. It is an umbrella of two major health initiatives namely, Health and Wellness centres and National Health Protection Scheme (NHPS). Under this, 150,000 centres will be setup to provide comprehensive health care,including for non-communicable diseases and maternal and child health services, apart from free essential drugs and diagnostic services.” (Wikipedia)
Lopez Design (Gurgaon, India)
The Facade branding system addresses communication through illustrations that fit into a unified template. A sense of belonging was created through the use of regional crafts, ultimately increasing the sense of ownership.
The base template consists of a circle and square, the foundation for creating a common language across all health centres. These graphic elements are integrated with the features of the building. The square shape sits around the windows or doors of buildings, while illustrations are featured inside the circular module. At the grassroots level, this ensures the message is simple and direct, without any language barrier.
The modular system allows the patterns and illustrations to wrap around the doors and windows of the centers.
Images (opinion after)
And now for something completely different… There is no logo, there is no typographic system, there are no fancy applications. However, this is a typical identity design challenge: unifying hundreds of touchpoints through a recognizable system that establishes expectations and guarantees equal quality of service or product. The main difference being that the context here is not what we are used to, requiring a different way of thinking which resulted in applying a beautifully thoughtful and culturally appropriate system of patterns adaptable to the thousands of buildings this is going on. Instead of forcing everyone to apply a geometric sans serif logo on their buildings, they empower each person in charge to customize it in a way that is meaningful and relevant to the local people. The illustrations may seem unrefined or basic but when it’s the principal means of communications with millions of people, clarity, simplicity, and directness is more valuable than weathered gradient effects. Establishing a limited set of rules for the patterns — two strokes with graphics in between them — and applying those patterns tight around the windows and doors creates an impressive branding system that can be appreciated in all the finished buildings. I love this project.