Print design
The examples shown above are the first fruits of the repositioning project where the design team at Wellcome Trust have started to apply the new brand visual identity elements. These include; the first event brochure for Pain; two banners advertising two different offers; building map; What’s on guide; Youth Programme brochure. We will add more as and when they become available.
Special thanks to the design team at Wellcome Trust for their beautiful and deft execution of the brand elements. Credits: Paulo Estriga – Pain event brochure, Nicola Schwandner – MapVisit us brochure and venue banners and Marianne Dear – Youth Programme brochure. Wellcome Library website was created by Wellcome Trust in-house digital team.

The new Wellcome Collection brand is proving a joy to work with and the collateral that’s being rolled out looks fantastic. Piers and Dominic have done an amazing job and we wouldn’t hesitate to recommend them.”

Sam Hill, Brand Manager
Wellcome Trust

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Piers & Dominic were commissioned to review the existing brand, review the brand hierarchy, reposition Wellcome Collection and develop a brand visual identity toolkit. Our mission was two-fold – to create tools sophisticated enough to satisfy the diverse needs of the services while improving the awareness of the full offer in the minds of the audience.

Brief

Over the last few years Wellcome Collection has become a well known brand thanks to the volume of marketing and advertising campaigns supporting its world-class events and exhibitions. While on the whole positive, the knock-on effect is that the audience mainly perceive Wellcome Collection as an exhibition space thus eclipsing its other diverse activities. These activities include Wellcome Library, Wellcome Images, conference centre, bookshop, café, Youth Programme, touring collections and external events. Previous attempts to address this issue using Wellcome Collection’s existing and limited visual brand elements has proved too restrictive and did not answer the concerns of the activities. To add to the problem the brand hierarchy was complicated and confusing both inside and outside the organisation.

Piers & Dominic were commissioned to review the existing brand, review the brand hierarchy, reposition Wellcome Collection and develop a brand visual identity toolkit. Our mission was two-fold – to create tools sophisticated enough to satisfy the diverse needs of the services while improving the awareness of the full offer in the minds of the audience.

Method

Part of the project was conducted within the Wellcome Trust’s building – amongst the Collection – where we worked alongside senior designer Marianne Dear from the Trust’s design team. Not only was Marianne a key member and talented designer on the team she also proved indispensable for her operational insight.

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Solution

After the audit, some reworking of the brand hierarchy and using the brand essence of ‘Incurable Curiosity’ we set about developing a toolkit worthy of the curious collection. These included:

Strapline slide 3 – the tweaked strapline – ‘The free destination for the incurably curious’ – re-endorsed the brand essence.

Boiler plates slide 3 – these were fined tuned to allow a manageable way to consistently house the Wellcome Collection logo, URL, strapline, opening hours and address while reinforcing Wellcome Collection ownership to its diverse collection of parts.

Images slides 9-13 – the refreshed direction included top level brand hero photography to be used alongside other operational, Library, event and exhibition imagery. These were candid shots of individuals being ‘incurably curious’; transfixed by something within the Wellcome Collection.

Colours – the palette was modernised, expanded and freed up allowing greater choice for the activities while alluding to the diversity of the collection.

Pattern slide 1 and throughout – a graphic pattern based on the four Ls within Wellcome Collection logo was introduced. This brought added ownership and differentiation to communications while hinting at the sheer variety of parts within Wellcome Collection. This pattern could be used in full or sparingly depending on the application. It also gave us the opportunity to create grids bringing added consistency and management when aligning and positioning other brand elements.

Wellcome Library logo slide 14-15 – a logo was created for the library to reflect its size and importance within the Wellcome Collection’s offering.

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