The consultancy was appointed to the project by LUC parent company J D Healthcare in April this year, having worked on branding for the London Women’s Centre, which is owned by the same company.
The typographic logo uses a white flare around the word ‘Ultrasound’ to create a visual metaphor for the centre’s scanning technology.
According to Silk Pearce, the designs use a ‘relaxed, informal’ feel to reflect the centre’s friendly, ‘non-institutional face and its supportive role for women’ who need scans.
Jack Pearce, Silk Pearce creative director, says, ‘We thought the name was the hero – it was really important – so we wanted the logo to simply present that in the best way possible. We put it in the square as we wanted the ability to place it in a small range of backgrounds.
‘We thought it was a very calming and fundamental-looking logo so it’s going to become very recognisable, solid and straightforward. We wanted it to look established.’
The rebrand coincides with the centre’s move to larger premises in London’s Harley Street.
Peter Demetris, managing director of the London Ultrasound Centre, says, ‘The rebrand was designed to raise awareness of our new facilities and expanded range of services but also to signal an exciting new future for the centre.’
Pearce adds, ‘They were a successful company for many years but moving into the JD group and the new bigger, better premises meant it was a natural thing to look at their brand and website.’
Silk Pearce was brought in to create a new identity to be shown across the centre’s stationery, literature and other promotional materials such as printed referral pads for use by clinicians; appointment cards; and small presentation folders for parents to keep their print or digital baby scans in.
The consultancy also cleated a new website, www.thelondonultrasoundcentre.co.uk, which uses a muted colour palette and large-format photographs of patients at different stages during their visit, as well as information about procedures and pricing.