The Bordeaux University Hospital (CHU) launched its 2021-2026 strategic project, aiming to modernize services and improve the quality of care. In response to this initiative, my role was to create a modular visual identity, aligned with the hospital's values of innovation and cross-functionality. This project included the design and layout of the strategic document, along with the development of a distinctive visual system.
Role
Art Director, Graphic Designer
Services
Art Direction, Graphic Design
Industry
Health, Medical
Team
Challenges
The main challenge was to create a modular and flexible visual system that could adapt to different departments while maintaining overall coherence. Starting from a simple logo and minimalist palette, the task was to design a visual language that allowed each medical specialty to stand out while remaining part of a unified whole. Another key goal was to ensure the internal teams could easily adopt the system.
Content
My approach
The visual system is based on distinct geometric shapes representing each department or activity. These shapes create a unique, impactful abstract or objective iconography that can be combined with others, reflecting the interconnectedness of healthcare services. Whether used individually or in groups, they give the impression of belonging to a cohesive set. This system is adaptable and scalable across various mediums (print, digital, signage) while maintaining a strong and flexible visual identity. The use of these shapes expresses the idea of cross-functionality, directly linked to the CHU’s strategic goals.
The color palette is based on the CHU's institutional hues, with blue and green as the primary colors, supported by warm pastel tones. These shades provide a visual balance between modernity and humanization of care, allowing for flexible application across different formats while maintaining consistency.
Inspired by the existing square logo, I designed an expressive modular system that links each department while preserving their uniqueness. This modularity harmonizes visual messaging while ensuring personalization for each specialty.
Content
Conlusion
The new visual identity of the Bordeaux University Hospital (CHU) establishes a modular system that clarifies service communication while highlighting each specialty. By combining distinct geometric shapes with a soothing color palette, the system enhances visibility and recognition across services, ensuring overall coherence. Flexible and impactful, this visual system reflects the CHU's commitment to modern, clear, and human communication, reinforcing its role as an innovative institution and supporting its future growth.
Content
