Herbstfreude
Branding for healthcare organization
Client:
Herbstfreude
Industry:
Health & medicine
Services:
Branding, Logo
Challenge:
Many sub-divisions without a holistic visual appearance created chaos.
What we did:
Holistic branding with a human touch.
Result:
United appearance of the entire organization including its sub-brands under one umbrella brand.
The Herbstfreude Foundation (Frankfurt am Main, Germany) operates throughout Germany in the preventive and care sector for staff, patients, and their families. Various projects maintain or improve the physical and mental health of all involved. Whether inpatient, outpatient, or home care, Herbstfreude helps people in care settings flourish and reactivates positive energies.
We were hired to develop the branding. A warm and human approach to the target audience was a particular focus. The branding reflects the company's special sensitivity for people and its connection to manual work. The name "Herbstfreude" (Autumn Joy) is derived from the flower of the same name. Furthermore, autumn, as a beautiful season in the second half of the year, evokes positive associations with the second half of life for seniors. Since the nursing profession is predominantly held by women, the logo evokes feelings of sweetness, delicacy, and softness.
The Herbstfreude color spectrum is carried by a positive and friendly mood. Activating and bright colors are accentuated by more subtle nuances. An opulent handwriting style as the heading subtly picks up on the logo design and conveys a sense of humanity. The serif typeface "Literata" inspires trust and, through the use of discretionary ligatures, offers a particularly extravagant microtypography. This Roman typeface also features distinctive italics.
The secondary style element (SSE) serves as a visual constant that runs through the entire corporate identity, conveying the "look and feel" of the Herbstfreude Foundation across all communication media and visually tying the brand together. In this branding, a highly zoomed-in section of the logo flower in grayscale with a special transparency effect serves as a secondary style element.
You can view the corporate design manual with further details here.
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