The GasthuisZusters Antwerpen group (Hospitaller Sisters Antwerp) can trace its roots back to a convent hospital founded in 1238, starting a tradition of Christian care that today encompasses three hospital campuses and four retirement homes in the province of Antwerp.

 

Arising from a merger between separate operations which had already been closely co-operating before, the group decided a new name and identity would be beneficial for several reasons. Chief among these was the need to accurately reflect the group's unity while retaining each entity's own presence, as well as distinguishing between the various services the group provides. Secondary reasons included the rather convoluted designations arising from the merger and the fact that, when abbreviated, the old name could easily be confused with Antwerp's well-known newspaper company.

In short, an ideal job for KAN Design, and one we were delighted to undertake.

 

A couple of initial brainstorming sessions resulted in both a new name and a workable web address. Next, a number of design studies explored various ways of visually representing the group, its components and functions. Different directions for the new logo were central to these studies, demonstrating how each would tie into a specific graphic system for the group structure. Although including various proposals for developing the old logo, the choice was resolutely made for an entirely new symbol.The new GZA logo is open for different interpretations - an embracing figure, maybe an angel or two leaves under a nurturing sun. A simple palette of colours provides the distinction between the GZA group itself, its hospitals, its rest homes and its central support services, while the clean typography provides clarity in identifying the various individual locations and component bodies.Adding complementary supporting shapes to the graphic identity, this was then applied to the group's stationery, templates for web pages, brochures, newsletters and other publications as well as to signage and vehicles. An online brandbook containing specifications, examples and downloads was delivered to GZA for further management of all this material.

 

One last development of the GZA identity brought the project right back to the group's origin: the original Congregation of Antwerp Hospitaller Sisters liked the new identity so much, that they requested a special version just for their own use. They received a special logo in the typical sober grey colour that distinguishes their order.