Rare Breed has created the identity and branding for GSTS Pathology, a partnership between Serco Group and Guy’s and St Thomas’ NHS Foundation Trust.
The identity for the 50/50 joint venture, the first of its kind in the NHS, launches publicly today.
GSTS Pathology is one of the largest pathology organisations in the UK, with about 550 employees conducting more than seven million pathology tests a year.
Rare Breed was appointed directly to the job last year, as it was already on the Serco roster, says director Rob Wade.
The consultancy developed the identity and is looking at brand guidelines, according to Wade.
He says, ‘With the new identity, we looked at the concept that behind every test is a person – we really latched on to that idea of personality.’
Christopher Hyman, chief executive of Serco, says, ‘Guy’s and St Thomas’ is one of the best-known and most-respected organisations in the NHS, and we are delighted to form this partnership.’