HKU Med: Collaterals

• Date added

10 March 2023

The HKU LKS Faculty of Medicine has a rich history as one of the oldest institutions at The University of Hong Kong (HKU). However, its previous logo presented multiple typographic problems and lacked consistency, with different adaptations being used by various schools and departments within the faculty.

Hong Kong-based branding and design studio Toby Ng Design was tasked with refreshing and unifying the faculty's brand identity, while addressing issues relating to the logo.

Client

LKS Faculty of Medicine, The University of Hong Kong (HKU Med)

Year

2019

Toby Ng Design

Creative Director

Toby Ng

Designer

Banana Chan

Typefaces in Use

Helvetica Neue
Information

Addressing the complexities of the old logo, the new identity adopts a concise and modern typographic approach. An organised and logical system is created by abbreviating the faculty name into an acronym that can be used alone in short form or in bold type with the names of different schools and departments. The new identity maintains strong readability in all scenarios, both large and small, making it easily applicable across print and digital.

HKU Med: Logo system
HKU Med: Old logos
HKU Med: New logos
HKU Med: Stationery set
HKU Med: Programme booklet

“A consistent, rational system is established by abbreviating the faculty name into an acronym. This acronym can be used alone in short form or in bold type with the full name accompanying the names of different schools and departments. The new identity is legible in all scenarios, both large and small, making it easily applicable across both print and digital media.”

Toby Ng

Creative Director, Toby Ng Design

HKU Med: Signage
Identity

Embodying the notion of clinical cleanliness and technological advancement in the medical world, the rebranding is formed using a simple colour palette of black, white, and silver. Additionally, the logo features a logical geometric pattern constructed of medical crosses in varied sizes, representing the wide range of fields and people that make up the faculty. The branding is applied across a variety of applications, from printed materials such as stationary sets to digital web and physical signages.

HKU Med: Logo applications
HKU Med: Envelope
HKU Med: Geometric pattern
HKU Med: Geometric pattern close-up
HKU Med: Tote bag

"The new identity maintains strong readability in all scenarios, both large and small, making it easily applicable across print and digital."

HKU Med: Website
HKU Med: Identity guidelines

Toby Ng Design

Toby Ng Design is an award-winning independent branding and design studio formed by creative communicators. The studio works closely with clients to amplify their voices, communicating with value and substance that puts people first. They believe in the power of simplicity, distilling ideas to their essence and creating compelling messages that last.

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