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.
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 design team created a new visual identity, including logo, typography, colour palette and graphic language; these work together to bring to life the newly chosen name of Asthma + Lung UK.
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.
The logo is supported by an informal, individual and deliberately approachable bespoke display typeface created by Pentagram’s design team.