Centre of Excellence for Women’s Health
Brand Identity
The Story
A strong, action-oriented brand to promote gender equity in research, policy, and practice. The Centre of Excellence for Women's Health is a virtual research and knowledge exchange centre that brings together researchers, service providers, policymakers, and advocates across Canada and internationally to improve the health of women and gender-diverse people.
Before
After
Cause
Gender Justice
Healthcare
Services
Logo Design
Brand Identity
Details
The Centre of Excellence for Women’s Health (CEWH) rebranding process began with the development of a strategy for the look & feel that would capture both their research and policy work, as well as their future-focused advocacy work. The brand needed to be classic enough that it fits comfortably within the visual landscape of healthcare, but bold enough to galvanize audiences and make strong statements when necessary. This strategy was achieved through the organization’s dynamic new logo, also used as a striking graphic element, alongside a contemporary colour and typography system that sets CEWH apart in their sector.
The powerful new logo is a graphic iteration of the original CEWH mark, paying homage to its roots and brand equity. The new design retains the original dynamism and circular shapes, but incorporates a bolder look and feel that better represents CEWH's current action-oriented approach. The new design has numerous meaningful visual interpretations including connections, intersections, links, collaboration, support, motion, and momentum. The logo's distinct silhouette is used throughout the brand as a dramatic, sweeping watermark, and its twisting two-tone visual language has also been applied to the brand's iconography.
Colour blocking is a key component of the brand's visual language, making great use of the brand’s unexpected palette. A unique blend of more traditional blues with unexpectedly rich jewel tones, colour-on-colour applications define the brand collateral, and when paired with photography and text, they consistently create structured but compelling layouts.
Project created at Loop: Design for Social Good