Institute of Cardiovascular Science
The Institute of Cardiovascular Science logo translates the relationship between science, place and urban heritage into a simple recognisable mark.
An identity rooted in place
The institute is located in a renovated historic townhouse that forms an important part of its recognition. Instead of an abstract medical symbol, the architecture became the authentic starting point for the identity.
Analysis of the building, window rhythm and proportions allowed its form to be reduced to clear lines. The mark remains connected with the place without becoming a detailed illustration that fails at small sizes.
2022
Services
Graphic Designer / Illustrator
Paulina Rymer
Strong typography balances the light construction of the symbol and reinforces the scientific character of the institution. The composition remains legible on building signage, documents, conference materials and digital interfaces.
The design also considers the wider office complex and urban surroundings. Contrast and simple geometry help people locate the building and recognise the institute from a distance.
A system rather than a single logo
The mark includes variants for different applications and clear rules for proportions, protective space and typography. It can therefore remain consistent across scientific communication and everyday administration.
The project shows that a medical institution does not need obvious heart or pulse symbols. The authentic context of the place created a more individual, timeless and functional visual language.
Communication credibility was especially important in this project. Information about research, the team and key areas of activity had to remain clear for specialists as well as first time visitors. We therefore organised the content architecture so users could quickly understand the institute, reach the right section and move through the website without unnecessary cognitive load.
