Here are some Practice logo's of some of the competitors that she found, explaining what works and what doesn't
Out of hours service provider
Local care direct http://www.localcaredirect.org/files/index.php
- friendly but a bit clip arty
Successful large practices in Leeds – which have a lack of brand identity
Fountains Medical http://www.fountainmedical.co.uk/
- is distinctive but quite boring and doesn't immediately reflect a GP practice.
- very plain and not much brand identity going on
Street Lane http://streetlanepractice.com/default.aspx
- the biggest practice in Leeds, however there is little brand identity going on, quite boring
Private Providers – definite brand identity but ….
One Medicare http://www.onemedicare.co.uk/
This is the main competitor that will be situated in the same building as ST Martin's after the relocation. The identity is very clinical and obvious - Camilla doesn't want the logo to be as obvious as using a cross symbol.
The Practice plc http://www.thepracticeplc.com/index.jsp
- a bit boring and again using the cross symbol - quite common and obvious to represent medical care.
Clinical commissioning groups in Leeds
A logo that stood out for Camilla was the Calibre logo, as it is friendly and has more about it than the others. The choice of typeface is nice too. However, she downs;t want a tag lien for St Martin's.
Another logo that she liked
Grand Designs – logo on the TV show
- the one with the house - it is friendly, inviting and simple.
Three things describing the Practice, and what the brand identity should portray:
ONE | TWO | THREE |
Open door Accessibility Recognising difference | Long-term relationships Partnership NB not just with GPs: team approach | Friendliness Caring Kindness Holistic |
1 . Open - available accessible
2. long arm relationships
- do what they can to keep patients on their list
- partnership - doctors and nurses team approach
- diverse range of patients - cultures
- 2/3 mile radius of patients
- can't advertise - saying why patients should use them, so should just try to be as welcoming as possible
- recognisable and memorable brand
3. Friendly - kind caring
- not just about sick people - everybody
- patient who maybe ignoring symptoms should feel they can go to St Martin's
- high quality service
The information she brought was very useful and gave us more of an idea of what she is after for the brand identity, after stating what she like and doesn't like. A few other points for the logo:
- must work across collateral - variations
- black and white versions
- application to uniforms - t-shirts
- adaptable colours - CMYK
- blue - Cian - is easy to produce
- not using lime as that is the main colour of the competitor, One Medicare.
- must be calm
- guidelines of how it should be used should be included
- Must use typefaces that are easily accessible for internal and external documents and website
- must work over various scales large and small
- the NHS logo must appear as part of the exterior signage
I spotted some opportunities for places that the brand identity could work across whilst looking around the practice. I could mock up example soy this for the pitch
- Toilet Signage
- Doctor signs - Doctor/Nurse Names
- Compliments/complaints/comments box
- Prescription Request box - 'Please put your request forms in this box. Thank you'
-The play are
- Please take on appointment guide
- Check in on Touch Screen - sign
I will right a brief up that clarifies and focused the brief down, now I have a clear idea of what the client wants.
The submission for the brand identity/logo design pitch is: Monday 20th February 2012, 4pm
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