Asthma + Lung UK
Asthma + Lung UK
In an effort to change people’s perceptions, tackle any misconceptions and raise awareness of lung health, the two biggest lung charities in the UK merged to create a single charity under the name of Asthma + Lung UK, fighting for everyone’s right to breathe.
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 offering prevention and treatment support to everyone affected.
Studio
Created as part of Team Willer at Pentagram
Deliverables
Visual Identity
Brand Architecture
Type Design
Design System
Guidelines and Toolkits
Measurables
Secured more than 11,000 pieces of media coverage in one year
Third Sector Award winner for Communications Team of the Year
Challenge
Create a distinct and compelling brand to enable it to change the perception of lung health – a fighter brand, that worked as a positive movement. To be powerful and compelling for new supporters, as well as bring together existing beneficiaries and donors from Asthma UK and British Lung Foundation.
Situation
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.
Outcome
The plus sign symbolises the coming together of the two organisations and echoes the plus symbol in the name. Combined with a robust wordmark to reflect the offering of medical care and reassurance to those affected.
The logo is supported by an informal, individual and deliberately approachable bespoke display typeface for headlines – to create distinction and indicate towards the brands voice as a fighter.
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.
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.
Motion principles were added to replicate the movement of breathing, an identifiable signature that A+LUK can adapt across future marketing and campaign communications.
“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.”