Identity and Internal
Communications
Project:
Northeast Intranet Community Logo
Award:
New England Society of Healtcare Communicators
Lamplighter Award Winner
Objective:
Northeast Health System (NHS) wanted to develop an intranet to communicate cost-effectively with employees, to build enthusiasm and create a shared identity among various hospital internal audiences. In order to involve these audiences from the beginning, a contest was held to name the site. The winning entry was Northeast Intranet Community (nic). The new name is an integral part of the identity. The objective for its logo was to be memorable, convey excitement and enthusiasm and generally portray the site as something not to be missed.
Implementation:
Several concepts were developed, based on the above objectives, in black and white to ensure that the logo would be effective, have impact, and memorability when used in media requiring a limited color palette. From several choices, the marketing and public affairs department narrowed the field. Two possible logos were shown to focus groups from the community of users. One logo was the clear “winner” with potential users, from administrators to physicians to staff. Then a full color version of the chosen logo was developed to emphasize and enhance the hi-tech yet inviting and approachable feel of the black and white version.
Resutls/Evaluation:
The web site and it’s identity have been very well received. Use of the intranet has grown to approximately 1600 visits each day, averaging about 35,000 visits per month. The color version of the logo has elicited lots of response including “memorable”, “striking” and “fun”. One user noted that they are proud to be a member of this NHS community. The logo has been credited with helping the site get noticed.
The logo remains versatile since it reads effectively in both color and balck and white.