Health indemnifier unveils new corporate identity

Leading UK design firm FHD has redesigned the visual identity of the Medical Protection Society (MPS), the world's leading indemnifier of health professionals.

FHD was appointed by MPS, following a four-way pitch last summer, to help emphasise its brand and to update and implement its corporate identity while creating a greater sense of synergy and cohesion across a range of subsidiary companies.

Despite having an already well established, respected and familiar visual identity, the key design challenge was to project a more contemporary image of MPS whilst continuing to reflect its heritage.

The aim was to create a 'younger and fresher' feel to provide more relevance to today's health professionals.

FHD was also challenged with helping to shape the key messages and core values underpinning the entire brand essence of MPS and its subsidiaries.

Work began last October with a review of the current positioning and brand identities.

The review involved a rationalisation of the structure and relationship between MPS and its subsidiaries in order help inform a brand hierarchy and the look and feel of the new identity.

The new identity is being rolled out across a range of applications including the organisation's literature, website, advertising and stationery.

Shelley McNicol, MPS Head of Communications, said: "I believe FHD successfully got under the skin of what our organisation is about and helped us convey a brand essence that will have resonance with all of our audiences.

"Through working with FHD we have recognised that this was not simply a matter of a small scale redesign but was a chance to emphasise all the elements of our corporate identity".

Sally Robson, FHD Client Director, said: "In addition to creating a new visual identity for MPS we also provided advice on developing and establishing an appropriate and consistent tone of voice and house style for use by all employees.

"The central premise informing all our decisions was the need to create increased visual consistency as well as a fresher, reinvigorated identity".

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