HKU Med
Toby Ng Design• 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
Creative Director
Toby Ng
Designer
Banana Chan
Typefaces in Use
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.
“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.”
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.
"The new identity maintains strong readability in all scenarios, both large and small, making it easily applicable across print and digital."
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