Corporate Design for St. Marien-Krankenhaus GmbH The St. Marien-Krankenhaus GmbH is a regional healthcare company in the German city of Ratingen. In addition to the primary and secondary care hospital, the GmbH (limited liability company) also provides comprehensive inpatient care for the elderly in its retirement home and center. The company’s offering of services also includes outpatient facilities in the associated health clinic. The company requires a clear brand architecture to transparently communicate its structures - both internally and to the outside - that have grown over time. Its appearance should therefore also convey a positive feeling to the often anxious patients, visitors or residents, as well as to radiate warmth and confidence. All of St. Marien-Krankenhaus GmbH’s institutions represent a place of assistance and provide a sense of security – they are places of refuge. In this context, the "Haus" (hospital and home) represents all these descriptions and consequently becomes the central concept in the wording. The institutes have the brand names “Sankt Marien Krankenhaus” [St. Mary Hospital], “Sankt Marien Seniorenhaus” [St. Mary Senior Citizen Home] and “Sankt Marien Ärztehaus” [St. Mary Health Clinic], while the GmbH (limited liability company) is the umbrella brand parent superordinate to the sub-brands. The appearance is based on a soft, round form language, which extends across the entire design from the company typeface and the icon all the way to the rounded corners in its printed media. A friendly palette of colors is also used to communicate the brand’s warmth. The umbrella brand has a warm gray palette, and a separate color palette in yellow, apricot and blue is assigned to each of the sub-brands. All these features ultimately contribute to the sympathetic character of the brand and ensure a high degree of recognition in the competitive field.