The National Health Service is launching an identity to celebrate its 50th anniversary in July. The Team design group created the logo after a paid creative pitch against First Impression and Walker Penfold.
On the strength of its victory, the group was added to the Department of Health’s 38-strong roster.
“When the DoH approached us 12 months ago, it did not know whether it wanted an identity or not. It just wanted something to celebrate the festival spirit of the occasion,” says a group spokesman for the team.
The consultancy retained original elements of the NHS identity while featuring a woman to “symbolise the dynamic human dimension which is at the heart of the service”, says consultancy design director Julian Grice.
Anniversary celebrations will include roadshows and exhibitions across the country, for which the blue, white and yellow logo will be used.
It will also appear on websites, ambulances and literature.
The NHS will revert to its existing marque after the anniversary celebrations have finished.