British Geriatrics Society reimagines “dated” identity

The new visual identity by Offthetopofmyhead is designed to reflect the “authoritative but accessible” nature of the organisation.


Offthetopofmyhead has rebranded the British Geriatrics Society (BGS), the professional membership organisation for consultant geriatricians and other healthcare professionals working with older people.

The consultancy was briefed to update the organisation’s “dated” logo and “confused” visual identity, says founder and creative director, John Spencer.

The new identity is designed to reflect “rigorous and authoritative” nature of the organisation, while also being “accessible and welcoming” and making its communications more coherent.

Stacked initials

Since the organisation is commonly referred to as BGS, the new identity emphasises these initials by stacking them vertically within the logo.

Designed in collaboration with typographer Alan Meeks, each of the initials overlap slightly with each other to suggest the “organic” nature of the organisation’s work.

“The monogram was inspired by the ‘holistic’ way geriatricians work,” says Spencer. “It’s a simple, elegant graphic interpretation of collaboration and interaction.”

New slogan

The logo is also accompanied by a new slogan: “Improving healthcare for older people”.

Offthetopofmyhead is working with Claire Lythgoe on the design and production of the BGS’ printed and digital materials, including stationery, technical papers, promotional print, conference and exhibition materials, and social media platforms.

The new logo and graphic identity is being rolled out this month.


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