Asthma + Lung UK

Brand Identity

Brand identity for the UK's leading lung health charity.

Despite Covid-19 making a massive impact on lung health, awareness and understanding about lung disease are still extremely low. There is often prejudice towards people affected by lung diseases, as the mistaken perception is that such diseases are a result of poor health choices and smoking. Meanwhile, approximately one in five people in the UK will experience a lung condition in their lifetime—with around 10,000 people in the UK diagnosed every week, lung disease remains the UK’s third-biggest killer.

In an effort to change people’s perceptions, tackle any misconceptions and raise awareness of lung health in 2020, the two biggest lung charities in the UK merged to create a single charity under the name of Asthma UK and British Lung Foundation Partnership. Its mission is to be the driving force behind the transformation of lung health by improving understanding amongst the public, politicians and policymakers, as well as to support everyone affected and help drive improvement in prevention, treatment and support.

Pentagram was approached to develop a strong and compelling brand for the new organisation, to enable it to change the perception of lung health and help it stand out in the crowded sector. The identity needed to be powerful and compelling for new supporters, as well as bring together existing beneficiaries and donors from Asthma UK and British Lung Foundation. 

The design team created a new visual identity, including logo, typography, colour palette and graphic language, as well as art direction for photography. These all work together to bring to life the newly chosen name of Asthma + Lung UK. 

The logo is the primary beacon for the Asthma + Lung UK visual identity—using two opaque coloured blocks which are overlaid to create the form of a plus sign, it symbolises the coming together of the two organisations and echoes the plus symbol in the name. The logotype’s robust block of bespoke type sits at the centre of the symbol, which is also a reference to medical care.

The logo is supported by an informal, individual and deliberately approachable bespoke display typeface created by Pentagram’s design team. As the brief was to create a fighter brand, that worked as a positive movement, this plays a key part in forming the tonality of the brand. Klim Type Foundry’s Söhne is the supporting typeface used across the brand. Clear and straightforward, it allows for a more concise or serious approach where necessary.

Colour plays a central part in the new identity. The core colour palette is contemporary, vibrant and warm, with a series of subdued tones added to complement the stronger colours. This facilitates an adaptable use of colour combinations that are easily recognisable throughout Asthma + Lung UK’s brand communications.

Photography is spilt between ‘portrait’ and ‘narrative’. Portraits are natural and honest and shot using ambient light. Featuring people in their own environments, they remind us that lung disease can happen to anyone at any time in their lives. Narrative shots capture the feeling and mood of a moment or event and capture the interaction between people and the conveyed care, kindness, and humanity. Images are also colour-treated for extra impact in online and offline campaigns.

Sarah Woolnough, Chief Executive of Asthma + Lung UK, said: “We are so proud and excited about Asthma + Lung UK’s bold new name and branding. With our eye-catching new look and important strategy, we are better equipped to fight for a world where everyone has healthy lungs and to shine a spotlight on the shameful state of the UK’s lung health, which for far too long has been neglected, side-lined and underfunded. Pentagram has done a fantastic job of creating this strong visual identity, which will no doubt help us to campaign for more research into lung conditions, cleaner air and better access to diagnosis and treatment.”

COVID-19 has also provided a pivotal moment to change the perception of lung conditions and drive forward real change in lung health. Asthma + Lung UK’s mission is to be the driving force behind this transformation, and Pentagram’s compelling brand identity provides it with the tools to do this.

Marina Willer
Project team
Stuart Gough
Natalia Witwicka
Cleber de Campos
Jeremy Downes
Kate Blewett
Charlotte Harmsworth
Patrick Giasson (typographer)
Mark Radda (strategist)
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