The York Teaching Hospitals Charity
The York Teaching Hospital Charity were looking to rebrand alongside a name change, to better reflect the new Trust name: York and Scarborough Teaching Hospitals NHS Foundation Trust.
The naming and strapline process involved stakeholder surveys, with participants ranging from internal staff through to the general public who had a relationship with the hospitals. Whilst York and Scarborough are the charity’s main hospital sites, there are six sites in total. Research showed these being subbrands was sufficient for communicating about the different sites and the name or strapline did not need to encompass all of the sites and services.
Through the consultation period we found four categories to consider for the naming and strapline process: simplify/shorten, catchy, bring in-line with the Trust and representative of the locations. The names proposed were each backed up by data from the surveys and strengths and weaknesses explored.
The final name became York and Scarborough Hospitals Charity – or Y&S Hospitals Charity, the latter of which shortened the name to remove specific locations, was more succinct, was brought in line with the Trust name and also had a nice trick in the &, which could be styled to look like an E – spelling the word “YES” – a proactive, positive and memorable statement.
The final design solution is an asterisk formed from 6 lozenges, coming together to form petal shapes which represent flourishing and growth. We ensured the ‘&’ in the centre of the name was enough like an ‘E’ to ramp up that idea on materials where it would be beneficial, but did not look too much like an ‘E’ to cause confusion. The asterisk also helped to tell the story further by incorporating the strapline ‘Raising vital funds for York and Scarborough Hospitals’ which uses the locations full names for clarity.
The new brand launched in Summer 2021.