Category Brand Design Client Wales Deanery Agency / Designer The Info Group
Wales Deanery brand
Brief
The Wales Deanery delivers international excellence in postgraduate medical and dental education for Wales. The deanery provides all 2,600 training grade doctors and dentists across Wales with access to high quality postgraduate facilities and educational support so that they can achieve their potential in service provision to the NHS in Wales.
The deanery, funded by the Welsh Assembly Government, works in partnership with the local health boards and NHS trusts in Wales to ensure that there is an adequate number of fully trained staff to fill future career posts in Wales by promoting Wales as the ‘smart choice’ for training and working.
A programme of ongoing investment provides some of the most modern facilities within the UK for medical and dental education. Medical education research activity within the deanery is of national and international excellence and is at the leading edge of innovation and thinking.
As such, the Wales Deanery felt that it required a powerful brand to identify it as a strong, professional organisation with a clear geographical remit.
Result
The result has been an identity for a Welsh public body that does not resort to traditional dragon motifs, maps, celtic knots and other stereotypical Welsh icons and provides a contemporary treatment in an area where quality design usually gets ignored.
Solution
Research showed that some Welsh reference was required, but to create a non-stereotypical approach becomes more difficult when the brief specifies a Welsh stereotype. The solution was to create a new and individual treatment of the Welsh dragon as part of the overall identity.
The logo comprises the Wales Deanery name in both English and Welsh in a clear, simple font, alongside the graphic dragon. It is accepted that the dragon is a traditional and recognisable symbol of Wales with many positives, not least generating a sense of pride in the principality. The style is contemporary, individual and professional, while maintaining an underlying traditional warmth.
