Located in a quiet wood in [just outside] Bonheiden, the Imelda hospital is a dynamic beehive of medical expertise and care. It's a relatively small and independent hospital which also operates the Den Olm retirement home close by, and which thrives on a reputation for personal attention and high-quality treatment. Offering an alternative to several much larger hospitals, Imelda attracts patients from far beyond its immediate and plushly residential vicinity.

To reflect its ambitious and innovative spirit, the Imelda hospital has recently decided to define its values and rebrand itself. KAN Design was invited to assist in this exercise, and to provide a new logo to replace its 25-year-old predecessor.

Through a number of profiling exercises, the new "Imelda surrounds you with care" mission statement was established. This serves as the leitmotiv for both external and internal communication, and also provided the starting point for designing the new logo.

Using subtle, contemporary typography, the logo visually integrates Imelda and Den Olm into one entity. It also includes a yellow circle symbol, which can be interpreted as being surrounding, as a warm sun or possibly as a tree when combined with the initial I. In the latter case the yellow of the circle could stand for tree foliage in autumn colours, fitting for Den Olm (archaic Flemish for "The Elm Tree") caring for people in the autumn of their lives.

Surrounding care is also reflected in a basic system of concentric circles, serving as supporting elements in the extended graphic identity. Complemented by detailed grids, typographical guidelines and a modest palette of appropriate supporting colours, the complete identity is managed in an online brand book.

Implementation has, so far, included stationery and templates for brochures and newsletters, as well as conceptual posters and miscellaneous items for officially launching the new brand. The online brand book has an integrated picture library, the photography in which has been briefed, directed and selected by KAN Design. The signage section of the brand book is the result of a similar exercise, with KAN Design directing and managing signage implementation.