Noted: New Logo and Identity for The Royal Melbourne Hospital by Principals
“All Things Being Royal”
(Est. 1848) "For over 170 years The Royal Melbourne Hospital has touched the lives of millions of Victorians, providing care and treatment for the sickest in our community. Today the hospital is recognised as a world renowned institution, not only providing outstanding care and treatment, but improving the outcomes for all through a comprehensive medical research program, and the training of our future health professionals. As one of the largest hospitals in Victoria, the RMH provides a comprehensive range of health services across two campuses."
Design by
Principals (Sydney and Melbourne, Australia)
Related links
Principals project page
Relevant quote
[We] updated the visual identity and personality, paying homage to the heritage crest, while also bringing the brand to life for the next generation of healthcare. The result is a more cohesive, human-focused brand that reflects the Hospital’s reputation as a science-driven network of excellence, that’s focused on advancing health for everyone.
Images (opinion after)
Opinion
The old logo was not terrible but it was not good either, with a very detailed and unexciting crest. I’ll admit that it made me happy to see FF Meta out of pure nostalgia. The new logo introduces a great, minimalist update to the crest and promotes it in size to become the key identifier for the hospital. I really like its simplicity but also the little details like the flares on the inside corners of the top shapes. The star looks great and the ribbon is very nicely executed as it contours to the shape of the crest. (TIL that “disco” in Latin means “I learn” and has nothing to do with Saturdays, Nights, or Fevers.) The wordmark is fine — not really much to say about it. The applications are fairly good and they introduce a bold serif that’s nice but maybe has too high contrast in its thicks and thins that makes it clash with the simplicity of the logo. There are also some thin chevrons and pluses that are pretty nice on their own but maybe a little too visually detached from both the logo and the serif. There is something good about the elements but perhaps some more visual unity among them would take this all up a notch. I would also love to see more of that crest/RMH pattern on the cups. Overall, a good identity around a very solid logo update.
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