King’s Health Partners

KHP translate cutting-edge research and existing best practice into excellent patient care. They bring together three leading NHS Foundation Trusts – Guy's and St Thomas’, King’s College Hospital and South London and Maudsley – with a globally renowned university, King’s College London.

PROJECT
Brand Refresh
Brand Guidelines
Marketing Materials

After the success of our 2022 Annual Conference identity, the KHP team wanted us to refresh their 14-year-old brand identity to imbue it with the same transformative feel we gave the conference. Other than some work to make the logo more user-friendly and flexible, further changes to the logo itself were off-limits. So the big challenge for our design team was to bring the two worlds together.

We created a chevron pattern that both references the broader transformative nature of their work as well as the more specific concept of small innovations, developing into bigger ideas over time.

We selected a vibrant colour palette referencing the original logo concept of ‘a rainbow representation of genetics and people’, but with a slightly softer, more considered feel.

Due to the complicated nature of their logo, KHP had never had a logo that worked over dark backgrounds. To give them this flexibility, we simplified and redrew the logo as a vector so it could be used more widely by the team.