What was the challenge?
The Knowledge and Library Services team supports all staff and students on placement at University Hospitals Coventry & Warwickshire with a brilliant range of medical library services. But their logo was showing its age – low resolution, a bit dated, low visibility and not reflecting the professionalism of the service.
The team wanted something new. A fresh brand identity that would capture what they do now, where they’re heading towards, while still fitting nicely within the broader NHS branding.
A modern brand identity
We teamed up with the library team to reimagine their visual identity. We wanted the logo to capture not only the essence of the Knowledge and Library Services, but also effectively communicate the diverse range of services offered. Our goal was to create a logo that is modern, meaningful, and versatile – a logo that clearly shows the library is a vital source of knowledge and support. But it was important that the whole knowledge and library services team was involved so that they felt ownership of the brand and that their voices were heard.
The idea behind the logo
We based the new design on neurons—those clever information messengers in the brain. Neurons are essential for learning, thinking, and storing knowledge, so they felt like the perfect metaphor for a health library service that helps people grow, connect, and discover.
The result is a clean, contemporary design that hints at the flow of information and intelligence, just like neurons in action.
What we delivered
Here’s what we created together:
- A new logo – the centrepiece of the brand, with versions tailored for digital use, print, and signage.
- Service variations – logo versions to represent the different parts of the library’s offer, so everything feels connected but still distinct.
- A style guide – clear guidance on how to use the logo, what colours and fonts to choose, and how to keep the brand voice consistent.
- Templates – including a poster template, A4 letterhead and Word version, plus a roll-up banner design, ready to go for events or outreach.
The team now has a professional, flexible brand identity that better reflects the heart of what they do. And everything is set up to be easy to use, so staff can focus on their work rather than fiddling with formatting.