New chairman for Northcross

It’s easy, apparently, to muddle up the Greek words chiropractic and chiropody. But that’s set to change with the launch of a new identity for the British Chiropractic Association, created by Zulver & Co. One look at the new identity confirms that chiropractic is the fingers-based medical practice (while chiropody is toes-based). The identity is intended to reposition the association as a support, promotion and information body serving professional chiropractors. The newly formed General Chiropractic Council has adopted its former regulatory remit. The identity will roll out to stationery, signage and a suite of literature, also designed by Zulver & Co.