Allina is one of Canada’s leading private healthcare companies, comprising a workforce of around 6,500 employees across 350 units in Alberta, British Columbia and Québec. Highly diverse, the company covers a multitude of areas such as hospitals, home care services, diagnostics, and facilities for the disabled.
Because of its multifaceted nature, the company Allina seeked to create a visual identity that has the capacity to transcend across all of the company's services, while also having the capability to be flexible in its implementation. As such, the client requested the creation of a wordmark as opposed to a logo, with the wordmark serving as an easily identifiable visual representation of the company.
The presented piece was designed to convey a sense of trustworthiness and honesty that is presented to all of the company's new and returning users, through the presentation of a simplistic and bold visual identity. A three-column visual element appears both in the wordmark and on accompanying stationary, representative of the concept of 'pillars of excellence', serving to reinforce the company's standard of performance for its users. Blue is presented as the primary colour, chosen for its conveyed feelings of trust and calmness that are commonplace in companies of this nature. Accompanying stationary elements feature both the wordmark and the additional pillars of excellence, in addition to the established colour pallete.
Initial logo development was greared towards the creation of an easily identifiable wordmark that has the flexibility to be presented across multiple different formats, while also incorporating subtle visual elements.
After initial logo development was completed, steps were taken to select the appropriate colour pallete that would work well with the developed logo. The final selection, a vibrant blue, was paired with varying shades of grey (as opposed to pure white); blue was chosen as a repesentation of trust and confidence, in addition to the corporate feel.
The created logo and accompanying colour pallete were then applied to various different forms of tangible stationary applications, such as letterheads, envelopes, and business cards. Careful consideration of overall typography was prevalent at this stage, and the task was to create engaging elements and tangibles that would be inviting to the user.
The project was completed alongside a set of branding guidelines that were outlined for usage with the created wordmark. Primarily for the client, this branding guidelines document outlined specific considerations that may be necessary for the wordmark's usage across multiple forms of media and application.
