We See What You're Saying™
Northwestern Medicine, throughout its history, has always lead the next generation of healthcare. In the 80s and 90s Northwestern prepared and implemented integrated healthcare services for the next generation of patients and healthcare professionals.
The visual identity of Northwestern deserved the same rejuvenation, if only to reflect its institutional evolution. This needed to be accomplished without abandoning the positive brand equity Northwestern had earned over those same decades.
P O S I T I O N I N G : Connecting each of the organization’s service areas to one another, using hierarchical language, naming, nomenclature and imagery, would help its diverse audiences understand and more fully appreciate how to better access the healthcare Northwestern was prepared to provide.
Special Notes: The Northwestern Times typeface was produced with proportionally taller lowercase letters. This improved legibility when used at smaller sizes. In addition, the new typeface addressed the needs of a more expanded and comprehensive interior and exterior signage system.