BRIGHTON/ NHS Hammersmith & Fulham Clinical Commissioning Group Brand Presentation March 2014 Abigail Bowen Account Director
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand The Brief There are 211 UK CCGs with 31 in London. How do we differentiate Hammersmith & Fulham CCG from those in the surrounding boroughs?
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand A visual identity or ‘brand’ is commonly made up of three elements; – logo an easily identifiable treatment of the organisation’s name. Formed with a combination of letterforms (sometimes abbreviated) and image – either realistic or abstract. – strapline a supporting message that re-enforces the organisation’s purpose and/or values. – brand devices the choice of colours, fonts and other imagery such as illustrations or photography and the relationships between them.
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand The Research Our starting point was your brief, In addition, we discovered that large wikipedia and other internet resources sections of the Tube are ‘overground’ in such as the borough council website. the borough which re-inforced this sense We have also spoken to residents and of outside space. Within these green HFCCG staff members. spaces we explored; Throughout the research we attempted the colours – using green as a primary to find something unique that could colour to evoke the grass and leaves. be used as a positive identifier of the Green also represents calmness, vitality, borough. During this phase we rejected health and freshness. any suggestion of the river as we felt this shapes – we look at organic shapes was too commonly used elsewhere and found in nature but also the relationship also not likely to appeal to residents in between the parks and the geometric the north of the borough. shapes of the man-made city. The brief mentions a ‘significant’ landmarks – the public art and amount of green space in Hammersmith other unique environmental factors, & Fulham and recently a public particularly the cube sculpture competition named a health and social on Shepherds Bush Common. care centre ‘Park View’. We felt that these green spaces gave the residents the opportunity to get outside, exercise and socialise within their community. Contributing to their health and physical and mental wellbeing.
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand The brand and identity for Hammersmith & Fulham Clinical Commisioning Group needs to work alongside the following logos and most importantly the existing NHS brand. 1 2 3 Hammersmith and Fulham Clinical Commissioning Group NHS Blue Secondary Colours Garamond Frutiger ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand Examples of how other Clinical Commissioning Groups have branded themselves.
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_04 Using the ‘significant’ amount of green Healthy space as a starting point. We wanted Future to emphase how Healthy the borough’s parks can be an important factor in the overall health and wellbeing of the borough. The Healthy logo shape is a simple Future organic shape that Future represents trees, leaves and flowers. The ‘leaves’ or petals can be used alone or collectively. Healthy Future Healthy Healthy Healthy Healthy Healthy Future Future Future Future Future
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_04 Healthy Hammersmith and Fulham Future Clinical Commissioning Group – working in conjunction with the standard NHS logo and the CWHHE logo, shown on an A4 letterhead adhering to NHS sizing guidelines. Chair: Dr Fiona Butler Chief Officer: Daniel Elkeles Managing Director: Carolyn Regan CWHH is a collaboration between the Central London, West London, Hammersmith & Fulham and Hounslow Clinical Commissioning Groups
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_04 – building the brand
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_04 Hammersmith and Fulham Healthy Future Clinical Commissioning Group Local GPs working together to deliver the best NHS care in Hammersmith & Fulham – building the brand An introduction to your local Clinical Commissioning Group Hammersmith and Fulham Healthy (CCG) Future Clinical Commissioning Group Complaints, Concerns, Comments and Compliments Help us get it right CWHH Clinical Commissioning Groups 15 Marylebone Road London NW1 5JD
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_06 Finally, a concept that removes the idea of an additional ‘logo’ completely. Our ‘confidence in care’ CONFIDENCE strap line works as a ‘kite mark’ or similar IN CARE stamp of approval. The proportions of the Community blocks are replicated on Organisations the page – providing a clean and simple to use brand that is strong and ‘confident’ in its CONFIDENCE simplicity. IN CARE Mental Health Trusts CONFIDENCE IN CARE CONFIDENCE Hospital Trusts IN CARE CONFIDENCE IN CARE CONFIDENCE CONFIDENCE CONFIDENCE IN CARE IN CARE IN CARE
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_06 Hammersmith and Fulham CONFIDENCE Clinical Commissioning Group IN CARE – working in conjunction with the standard NHS logo and the CWHHE logo, shown on an A4 letterhead adhering to NHS sizing guidelines. Chair: Dr Fiona Butler Chief Officer: Daniel Elkeles Managing Director: Carolyn Regan CWHH is a collaboration between the Central London, West London, Hammersmith & Fulham and Hounslow Clinical Commissioning Groups
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_06 – building the brand CONFIDENCE IN CARE Local GPs working together to deliver the best NHS care in Hammersmith & Fulham An introduction to your local Clinical Commissioning Group (CCG)
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Option_06 CONFIDENCE Hammersmith and Fulham IN CARE Clinical Commissioning Group – building the brand CONFIDENCE Hammersmith and Fulham IN CARE Clinical Commissioning Group Complaints, Concerns, Comments and Compliments Help us get it right Local GPs working together to deliver the best NHS care CWHH Clinical Commissioning Groups 15 Marylebone Road in Hammersmith & Fulham London NW1 5JD An introduction to your local Clinical Commissioning Group (CCG)
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Results Results 6 6 All members and employees of the CCG have had the chance to vote on 3 their preferred brand. This group also includes a number of residents, so 2 2 2 gives us a fair representation for the first stage and allows us to develop the two preferred options to present to the Patient group and the Governing Body. 0 0 1 2 3 4 5 6 7 8 HAMMERSMITH & I don’t mind I don’t think any g n FULHAM h i t t Healthy t l u a and am of the solutions CLINICAL P e t H s r i COMMISSIONING F Future happy with are suitable F GROUP Putting & CONFIDENCE any of the H HEALTHY FUTURE Health First IN CARE above
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Results Feedback No. 4. – Concerns raised were the Healthy possible similaritys with the BP logo and the North West London NHS brand of Future “Shaping a healthier future”. 4 No. 6. – Concerns raised were that the word “care” is not recognised by eastern European communities. CONFIDENCE IN CARE 6
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Results Development Healthy Healthy Healthy Future Future Future No. 4. – Possible development. Colour change. Font alernatives. Healthy Healthy Reduction in detail. Future Future Healthy Healthy H ealthy Future F uture Futures Health Health H ealth First First F irst Health First
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Results Conclusion Healthy Health Future First No. 4. – Possible development. Colour change. Font alernatives. NHS typefaces and colour palette Reduction in detail. Garamond Frutiger ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Additional typeface and colour palette to compliment existing exclusively for H&FCCG Lubalin Graph ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A b c 1 2 3 Healthy Future Health First
BRIGHTON/ Hammersmith & Fulham Clinical Commissioning Group Brand/Results Development No. 6. – Possible development. Change of strapline to replace “care”. CONFIDENCE COMMITTED IN HEALTH TO HEALTH CONFIDENCE COMMITTED IN HEALTH TO HEALTH
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