NHS Art for Life

Art for Life is part of a growing international movement, supported at a national level by the NHS which recognises the role of the arts in reducing anxiety and increasing rates of recovery and staff retention in hospital environments.

During its 20 year history, Art for Life has played an important role in commissioning major artworks for new building projects, as well as working with artists on smaller schemes and running a programme of exhibitions and projects engaging staff and patients in creative activity.

 

After 20 years, the organisation required a complete re-brand to make it more contemporary and bring its image in line with its current goals.

The challenge

The original logo mark was based on a piece of art exhibiting at the time Art for Life was founded. Key stakeholders felt that the idea of using contributing art for the basis of the logo mark should be carried forward. However, representing the whole movement with one piece of art seemed too limited and we worried that this approach would not stand the test of time. A more flexible design that had longevity but still looked contemporary was needed.

Our solution

The organisation is based at Musgrove Park hospital so we decided to include this as part of the brand story by making its perimeter outline an integral part of the logo form.

The key to the success of the logo was allowing plenty of space within the shape to be able to add artwork into the background. This worked metaphorically, as it allowed the artwork to be exhibited within the space of the logo, whilst at the same time making the logo dynamic, open and flexible. Moving forward, the organisation had space to change the logo background to suit a variety of applications, which gives them scope to keep the brand fresh and flexible.

The results

Art for Life now have a modern, relevant logo and brand identity which is sure to breathe new life into the project. The team at Art for Life were really pleased with the result.

“Art for Life worked with the team at Yoke to develop a new Brand for our organisation. Working with the company has been a real pleasure. Their process of design development was thorough, considered and creative with a very easy and open line of ongoing communication that allowed them to get really under Art for Life’s skin and understand fully what message we were trying to portray with our new brand. The final solution is spot on, fully achieving the brief that we set”

Lisa Harty - Art for Life Co-ordinator

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