Stamp led their marketing/communications team through this exercise knowing that people and communities are central to their mission and therefore their brand.
Background
ADPH and many other state agencies have operated under the banner of the Alabama Great Seal in the middle of a circle, customizing it for each agency. This traditional way of representing the agency no longer served them well. A new identity would help raise awareness of the value of public health in Alabama, differentiate the department from other agencies, and feel more approachable to the people it serves. Stamp had a long-term relationship with ADPH and understood the complexity of their services.
Reasoning
A new primary logo would retain elements to lend an official status to the agency but speak graphically to the vision and mission of ADPH in a modern way.
Solution
The new brand features an abstract figure representing the strong focus on the health (well-being) of each person, while the multifaceted geometric shapes reinforce the effort to work together and network to improve the health (well-being) of diverse communities and the systems that support the department’s efforts. The geometric nature of the figure serves as a reminder of the role that science, technology, and data play in ensuring ADPH constituents are accurately informed.
Alternate versions of the official seal were designed to accommodate extending the brand to all divisions within the agency.
Challenges
The Alabama Department of Public Health has numerous departments, each creating campaigns promoting initiatives to help meet their goals. County Health Departments statewide are part of ADPH’s network of services. Due to the size of the effort, the brand rollout needed to happen slowly. ADPH’s marketing team stays very busy meeting the needs of the many departments.
Services
- Brand Strategy
- Branding
- Art Direction & Graphic Design
A comprehensive Brand Standards Guide is an absolute necessity to overcome the challenges an entity of this size faces when trying to maintain a consistent brand.
