West London Kidney Patients' Association
As a renal (kidney) patient, I began dialysis in 2013 during which I joined the West London Kidney Patients' Association as a committee member. I received a kidney transplant two years later. During this time, it was acknowledged that their brand image needed modernising and required a fresh, new update. A new logo was designed which was to be at the forefront of the new brand transformation.
The old logo featured a cartoony image/illustration of two, red kidneys. One is happy and is holding the hand of a tearful/ sad kidney. They both come together to form a "hidden" heart shape. Aww!
The name of the charity is quite oddly rendered in a font that is devoid of any personality or character. The two elements didn't look harmonious. Placing the wording and image in a white pill/ lozenge shape gave the logo some definition but ultimately the concept for logo was flawed and the "clip arty' look was outdated.
The new logo brings the charity in to the 21st century. After a lot of careful consideration and research, the team felt this design accurately represented the charity and its values.
Using the old logo as a starting point, I wanted to maintain a link (however subtle) with the old design so the new identity wouldn't be a too radical change. The happy and sad kidney are still there but gone are the cartoon images. The happy kidney is pictured in a richer colour while the sad kidney is much paler. This represents a healthy, well perfused kidney on the left and an unhealthier kidney on the right. It's medically known that the difference in colour is due to the presence or lack of blood in the organ. A single, simple brush stroke creates both the smile and frown.
The font choice of ITC Eras was made because I felt it conveyed a sense of authority yet with its natural slant, it wasn't too formal and corporate. It also comes in many weights which makes it a versatile, multipurpose font.
The new logo can be found on all merchandise and communication material. Along with the new logo, a website was also needed which I also administer as well setting up of mailboxes for key individuals within the organisation. I'm also an active member of all merchandising and event planning projects relating to the charity.
The stark reality of being a designer is that you sometimes have to get out of your comfort zone, push the envelope, think outside the box and extend your skills to get the job done. I found myself responsible for the graphics for the "rolling screens". A set of slides that advertise messages for patients on tv display units in waiting rooms.