Radboudumc a strong brand as a foundation for good profiling
In 2013, the Radboudumc hospital changed its name and brand identity. With this rebranding, the university medical centre responded to the increasing need for healthcare organisations to distinguish themselves and to work on a strong brand. RGN brand identity services took charge of project management during the rebranding.
- Strong brand as the basis for a clear proposition
- Reduce the jumble of logos, colours and fonts and create one distinctive brand
- Insight into the impact of rebranding and possible strategies for implementation
- Limited experiences with rebranding projects
Not everything requires a logo
In preparation for the rebranding, Radboudumc asked us to map the impact of the rebranding through an impact analysis. In this way, we provided the organisation with all the information they needed to make well-founded decisions. For instance, it is not necessary to apply a new logo at all elements that showed an old logo, like on dishware. A good corporate identity also means that you don’t always need a logo to convey the proper brand appearance.
We participated in various project groups within Radboudumc to guide the implementation of the brand identity as designed by Teldesign. By involving the organisation’s own staff in the implementation, we create support for the new brand and efficiently use the knowledge and skills of their internal organisation. In addition, it helps us to ensure that the overall planning and the larger whole remain aligned.
You don't do a restyling every year. It is good to hire agencies that bring specific competencies to supervise such a project.
Viola Peulen, head of corporate communication at Radboudumc
A strong and recognisable brand benefits from consistent implementation. To ensure that the brand identity is applied consistently and will be in the future, we have implemented CI-Control including the Design-to-publish module at Radboudumc. With the additional module, employees can design printed matter themselves within the guidelines of the brand identity, including business cards.
With the consistent implementation of the new corporate identity, we have created a strong brand, which helps Radboudumc to profile itself more strongly in the healthcare market and to carry out its mission “significant impact on healthcare”. Curious about how Viola Peulen, head of corporate communication at Radboudumc, experienced the rebranding? Click on the image and read her interview in the Dutch Magazine for Marketing.