Interview about Rebranding Emplus Identity Emplus, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
In an ever-changing world, patient expectations and needs are also changing within the healthcare landscape. The emergency medicine department must be the first to anticipate changes within medical care. To continuously stay informed in this new field, Emplus offers training and coaching. In the design, the Emergency Medicine department is depicted with the typical medical cross, but with a dot on the missing link. This symbolism, which refers to the missing piece of the puzzle that Emplus provides, is also shown in the illustrations.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe widely shared metaphor of the red cross for the medical sector is not perfect, the missing piece is filled in by the circle, symbolizing the contribution that EMplus makes with its courses and coaching in the field of Emergency Medicines.
The colors were specifically chosen for this sector, the red cross as it broadly stands for medical. The aqua color is derived from the material that is often used during work in the Emergency Medicine department.
Not only for this assignment, typical for branding, you start with a lot of values and content that you want to share with the viewer in a split second. The complexity lies in translating the multiplicity as universally as possible into clear simple visual forms.
The shapes are shown animatedly in specific trainings and coaching programs, and applied as symbols on program covers. Through these applications, the symbols are loaded with the content.
Devil is in the detail. Once you draw the concept on the paper, it's just the beginning. We wanted to achieve a calmness, intellectual feeling. Before we managed to visualized that, we were weeks further.
During a rebranding process, it is always good to keep in mind that the knowledge of the sector, the products and the target group lies with the client. It is up to the brand architect to bring this information clearly to the surface. Ultimately, we are completely dependent on the knowledge of the client's sector in the provision of information. EMplus consists of experts with decades of experience and were able to provide our team with the necessary insights.
I don't see the identity system adapting to future changes in the emergency care training. The system has been expanded. Besides the cirkels, squares and other shapes, new forms have been added to the ID series.
In the logo, the circle is placed in the cross on the missing piece. And in the illustrations, the same story is repeated in a different way, but within a similar design language. These different representations reinforce each other's story.
Definitely. Choosing to use clichés carries the risk that the distinctiveness may be lacking. Fortunately, the simple visual intervention provides sufficient individuality and conveys the whole story at a glance.
Above all, don't look too much at what others are doing. Search from your own content for the most representative design language. And dare to take paths that don't seem logical at first. From these 'illogical' turns, crucial concepts often emerge.
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