The Brief:

To modernise the Royal College of Surgeons logo, improve legibility, create versions that work at different sizes. We were also asked to supply a definitive brand guidelines document incorporating colour palettes, typography guidance, logo placement, online and offline collateral design templates, stationary items and signage. We were also tasked with creating sub brands for all of the RCS’ divisions including the Hunterian Museum.

The Solution:

We wanted to keep the symbolism and tradition of the original eagle, but make it more modern and easier to view at all different sizes. This was achieved by illustrating the eagle out of positive shapes rather than thin lines, we also introduced a new font to work alongside the new mark whilst still maintaining the heritage of the brand. Once the logo was finalised we rolled out a comprehensive 45 page brand guidelines document. We also produced templates for their reports, brochures, email campaigns, stationary and signage.

“It has been really great working with you all, the reaction to the new design and guidelines from all departments has been overwhelmingly positive, so from the very tentative pitch I am really pleased with the results. It will be amazing to see the eagle come into new life! SCD have been really amazing to work with and thank you for all your help.”

Fiona Edwards, Membership Communications Manager, The Royal College of Surgeons