Aleris私人医疗保健公司VI设计

Aleris is one of Scandinavia’s leading private healthcare companies with around 8,500 employees across 350 units in Norway, Sweden and Denmark. The company is highly diverse and includes hospitals, medical centres, home care services, diagnostics, child welfare, mental healthcare, care for the elderly and facilities for the disabled. Its services are used by the public sector, businesses, insurance companies and private individuals.

公司是斯堪的纳维亚领先的私人医疗保健公司，拥有约8500名员工在350个单位在挪威，瑞典和丹麦。本公司是高度多样化，包括医院，医疗中心，家庭医疗保健服务，诊断，儿童福利，心理保健，为残疾人和老年人设施服务。它的服务是由公共部门，企业，保险公司和个人。

The target audience had a low awareness of Aleris and perceived their visual identity as generic and outdated. Many different sub-brands within the company had led to confusion of the brand and a chaotic brand hierarchy. The new overarching aim of the company was to increase brand awareness and to make Aleris an attractive choice to it’s target audience. Our challenge was to unify the organisation with a one-brand strategy and to create a stronger, more unified visual identity.

目标受众的知晓率较低，其视觉形象感知Aleris作为通用的和过时的。许多不同的子品牌，公司内有LED的品牌混淆和混乱的品牌层次。新公司的总体目标是提高品牌意识，使公司对它的目标受众的一个有吸引力的选择。我们的挑战是组织一一品牌策略相结合，创造一个更强大，更统一的视觉识别。

The new visual identity is based on health and wellbeing. The new logotype was inspired by the yearly rings of a tree which symbolise growth, life and the care Aleris provides for its customers through all stages of life – from childbirth to elderly care. It is a modern monogram with an inherent human vitality. The combination of a friendly typeface, refreshing color palette, harmonious pictograms and a realistic image library creates an overall impression of vitality, health, empathy and warmth. The pictograms were developed in collaboration with John Jacobson, and the physical environments and furniture were developed in collaboration with Tengbom Architects.

新的视觉识别是基于健康和幸福。新标识的灵感来自于一棵树象征着生长年环，生活和医疗公司提供其客户通过生活的各个阶段，从分娩到老年护理。它是一种人类固有的生命力的现代字母。一个友好的字体组合，清爽的颜色调色板，和谐的象形字和现实的图像库创造活力，健康的一个整体印象，同情和温暖。象形图在约翰雅各布森合作开发的，和物理环境和家具在坦鲍姆建筑师合作开发。

Logotype