Ready for tomorrow, unifying, striking: how we created a brand for a new hospital network that became a lighthouse project in healthcare.muenchen-klinik.de
Five hospitals in Munich were to become one – financially supported by 750 million euros from the city and the state of Bavaria. The creed: Joining forces for future-proof healthcare. But how do you design a brand that unifies yet doesn’t eliminate?
Combining a profound strategy with a consistent design allowed us to successfully create and rollout the all-new München Klinik brand. Now all hospitals have a unified look – visually aligned under one roof and successfully portrayed as a network. Internally and externally.
Common values are the basis, essentially prerequisites, for creating a brand that unifies multiple identities as one. In workshops, we worked together closely with München Klink employees to identify these values. Strikingly, the hospitals’ employees were in agreement – from nurses to chief physicians.
Hitting the right note
The new München Klinik is more than just a network of hospitals – it’s a feeling of receiving good care. We translated this essence of the brand into a slogan and visually solidified it with a logo. These two elements build the core of the new brand and its brand design.
“Our new brand identity sends a visual signal of a new era. Zeichen & Wunder’s well-founded analytical approach to branding was convincing.”
Healthcare across all touchpoints
The München Klinik’s new branding makes its contribution to people’s health palpable across all touchpoints: it provides the best medical treatment and care in a humane and outstanding way, around the clock. In the highly competitive healthcare market, the hospital network’s striking, credible appearance provides a competitive edge and sends a clear signal for the future.
München Klinik – part of the cityscape
The new brand design expresses München Klinik’s relationship to people: close, reliable and always present. There is a good reason for referencing the iconic onion tower of Munich’s Frauenkirche cathedral in the logo.