Improving standards of practice through education and support, the Royal College of Radiologists (RCR) contributes to the advancement of new generations of doctors in the fields of radiology and oncology. We ran a number of strategy workshops and from there worked to clarify the College’s positioning, delivering a new visual framework for RCR to move forward with.
The Royal College of Radiologists is a professional membership organisation and charity providing support and learning opportunities for training and practising radiologists and oncologists, with an aim to raise the standards of practice in both disciplines. We were asked to undertake a strategic brand review to help the College articulate their positioning as well as to communicate the relationship between their two distinct faculties.
Following some initial research and a thorough brand audit, we worked with the College’s key stakeholders to gather the insight and understanding of RCR that would go on to inform our creative brand exercise, resulting in a new creative framework and brand architecture that ensures consistency as well as creative flexibility in the brand’s application.
The rationalised visual identity consists of a reduced colour palette, a simplified ‘window’ motif and sleek typeface. On top of this, we delivered a set of new brand positioning language to enable the College to talk about itself to all its audiences, clearly and consistently and in one voice.
As the guardian of RCR’s brand, we continue to produce a wide range of materials in line with the framework, from conference marketing collateral and infographics to corporate leaflets and banner ads.
Key to our ongoing relationship with the College is the design of their quarterly newsletter, which showcases the latest news and views on radiology and oncology. To make it stand out and appealing to readers, we chose to use a different set of colours and typeface from those used in other RCR materials and suggested some changes to pagination and layout.