University Hospital Cologne is among the leading university hospitals in Germany as well as being one of Cologne's largest employers with a workforce of around 10,300. As lead agency, wirDesign supports Cologne's largest hospital in its strategic brand and marketing communication.
Our ever-increasing focus on patients includes the field of communication. In collaboration with wirDesign as our lead agency we are continuing to develop our brand with a visionary spirit. We aim to position ourselves clearly, distinguish ourselves long-term in the highly competitive hospital market and actively enhance our reputation. wirDesign particularly impressed us with its transparent, strategic working method, which meets our requirements for integrated communication both within our hospital and externally.
Timo Mügge, Head of Corporate Communications and Marketing at University Hospital Cologne
Brand strategy Evolution of a powerful brand
Hospital communication serves numerous functions. A strong, high-profile brand helps it to do so. The claim »Top-class medicine. Day by day. Hand in hand.« formulates what the University Hospital expects of its core competencies of research, teaching and care. With this goal in mind, we are developing a standardised external presence across all media, including the adjustment of brand architecture, clear positioning and the strengthening of the employer brand.
CD relaunch New and clear, day by day.
The new corporate design makes use of a clear design language with blue surface elements complemented by a subtle grey. The design's basic building blocks are simple geometric forms that correspond to the lines of the logo. This modern look visibly communicates the university hospital's aspirations around patient care, teaching and research.
The first visual impression of the new image was provided by the annual report which we designed. Little by little, we transferred the new design to print media such as flyers and brochures, adverts, stationery and business cards. The staff magazine »Uniklinik Intern« now also sports the reworked image. Following the relaunch of the corporate website uk-koeln.de, some of the first hospital and institute pages have been adapted to the new design. The rest are to follow in a successive process.