Rebranding da identidade visual do Hospital Veterinário da Universidade Estadual de Maringá

Abstract

Public institutions, originated from the common interest of society and the government, have the function of facilitating the participation of citizens and providing social welfare. Based on this premise, this research presents a proposal for rebranding the visual identity and signage of the Veterinary Hospital of the State University of Maringá (UEM). Through analysis, interviews and visits to the Hospital, problems were identified in the way the Hospital communicates with its public. The lack of consistency and of a visual identity with great memorability were issues identified as negative for the Hospital as a public institution, because, ultimately, the Hospital has its social function reduced. Thus, a strategic approach to rebranding was taken, through an assessment of the Hospital's internal and external associations and its corporate identity in order to develop a new brand positioning. From that, a visual identity system was developed, which was expanded to a signage system, printed materials such as posters, medical reports and certificates, and also materials for digital media. By using design as a tool to serve society, the results of this research show the value of design within public institutions. The proposed solutions address issues that go beyond branding, incorporating aspects related to strategic issues and real needs of the Hospital observed on site. Thus, this research seeks to contribute to the advancement of design for citizenship.