ELLA COLDRAY
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The problem
The Royal Free Charity approached us looking for a refresh to their current branding, which they had begun to feel was outdated. They requested a fresher, more modern logo that would be more reflective of their mission and work while still being friendly and welcoming. They were happy for us to have creative freedom on this but wanted to keep their existing brand colours.
The solution
The answer to Royal Free's problem centred around a logomark that combines visual cues from both the structure of a DNA molecule and the infinity symbol, resulting in a unique motif that stands for the charity's values and mission. The DNA is representative of their dedication to medical research for disease and commitment to people.The infinity shape it takes on has connotations of longevity and a perpetual advance towards the future. Framing the logo font is a modern yet playfully curved sans serif which, alongside the rounded shapes, creates an approachable and dynamic yet meaningful brand.
