Rebranding is good for your health

Anticoagulation UK [ACUK] is a charity dedicated to the prevention of thrombosis, raising awareness of the risk of blood clots and how to help prevent them by providing information, education and support for patients and healthcare professionals.

Anticoagulation UK require a strong brand identity that is synonymous with the values they portray and uphold.

Kennedy Digital were engaged to facilitate this process for the entire creative process. The scope of the project incorporated every design aspect, from the creation of a new name, colour palette, logo and graphic identity.

The project resulted in Kennedy Digital being retained and utilised to create all of Anticoagulation UK's digital assets, including website development, downloadable literature, email marketing, newsletter, video production and podcast series.

Brand concept

Anticoagulation by definition prompted descriptive keywords within feedback from the focus group, such as 'blood', 'clot' and 'bleeding'.

The strategy was to encompass as many of these factors within the brand vision.

The initial concept was to present a clot scenario in a slightly abstract way.

Starting with a sharp, blunt interpretation, the logo again plays with the idea of a blood clot and the letter 'A'.

Evolving throughout the design process we wanted to encapsulate the process of a clot forming within a vein. Helping relate this concept was the evolution of the applied colour palette. Applying blue hue's allowed us to represent a healthy oxygen rich vein as the 'outer wall' of the logo, encapsulating and retaining the association with blood and clot with the centre red element.

Creating an icon

To help differentiate and promote Anticoagulation UK, a standalone icon was developed.

The concept started as conveying a blood clot and using the letter 'A' as the lead shape.

Brand Typography

The typography of the logo was developed to compliment the icon, creating a balanced look.

Body text will continue this theme, providing a clean, sharp, modern look that is easy to read.

Icon + Typography

Simplicity was a key to the whole process. It was important that the logo worked as both a large and small element, as well as rendering well as a monochrome solution.

The proposed logo renders well across digital and print platforms, keeping the 'full logo' attributes throughout

Colour Palette

As mentioned, the branding research returned an overriding association of red with the word 'anticoagulation'.

However, to help explore and differentiate the site, only red was used for the central 'blood cell'.

To extend the colour palette, hue's of blue were used to present a healthy, oxygen rich, 'vein' environment, used within the encompassing walls.

To add further definition and 'warmth', a yellow hue was also introduced into the design.

The presented colour palette offers a versatile range of colour options for deployment.