Diagnosis: future-proof

Ready for tomorrow, unifying, striking: how we created a brand for a new hospital network that became a lighthouse project in healthcare.



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?

Shared success

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.

Committed wholeheartedly

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.



© München Klinik

München Klinik

“Our new brand identity sends a visual signal of a new era. Zeichen & Wunder’s well-founded analytical approach to branding was convincing.”

Dr. Axel Fischer
Chairman of the Board

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.