Klinikverbund Südwest visual identity

Published January 24, 2025

Klinikverbund Südwest (KVSW) is one of the largest municipal healthcare providers in southern Germany and unites six hospitals across different locations. In order to establish a clear, uniform identity, a comprehensive rebrand was carried out. The aim of the project was to promote a strong community and a sense of belonging for the approximately 6,000 employees who are responsible for the care of 550,000 people in the Böblingen and Calw districts.

The new brand strategy was developed in a workshop together with Sarah Laprell, Christina Scheib and Michelle Weber from Studio Oskud and brand strategist Nadja Hogl. This involved defining target groups, analyzing the existing brand personality and formulating a new mission and vision. The central message is: The hospital group sees itself not only as an association of its locations, but also as a community characterized by professional excellence and humanity.

A central aspect of the rebranding is the typography, in which the Pangea font family by Christoph Koeberlin (Fontwerk) plays an essential role. This clear, geometric yet softly formed font design reflects the modern values of the clinic group and is used in both the logo and as the primary font. It is used in the orientation system of the new administration building as well as all forms of communication.

Pangea is complemented by the serif font Torrent by type designer Manushi Parikh (Indian Type Foundry). The secondary font creates a down-to-earth and elegant effect thanks to its differences in line thickness and forms a harmonious contrast to Pangea.

Pangea also forms the basis for the key motif, which visually emphasizes KVSW’s local identity by integrating the initials K, V, S and W. The multicolored presentation and flexible design scope of the key image reflect the versatility of the association and ensures adaptation to different media formats.

A new color palette was also developed and offers a broad spectrum that allows for flexible and easy application. It characterizes KVSW’s lively image and ensures consistency and accessibility across all media. The furniture in the new buildings was also changed in line with the new scheme. The new brand colors are dark blue, light blue, beige and red and the colors of the figurative motif are orange, yellow and green.

The final result is a consistent brand identity that positions KVSW as a uniform and trustworthy healthcare association.