The identity sets the Institute apart and reflects its ambition to nurture researchers who have the best ideas, the ability to think creatively, work collaboratively and the drive to turn promise into reality
London (PRWEB UK) 28 July 2011
Award winning branding agency, Heavenly has created the brand positioning and visual identity for The Francis Crick Institute, construction of which started this month.
The Francis Crick Institute, formerly known as the UK Centre for Medical Research and Innovation (UKCMRI), will be a world-class centre for interdisciplinary medical sciences, research and innovation and is to be built on a 3.6 acres site at Brill Place, in the St Pancras and Somers Town area of north London. The Institute is due for completion in 2015.
Heavenly were appointed to carry out a brand audit, develop a brand positioning and create a new visual identity for the Institute. The core proposition adopted for the Institute, ‘The more we connect the more we create’, is reflective of the cross discipline and cross organisation collaboration that is a fundamental cornerstone for the research centre.
The brand consultancy used the core proposition’s strategy to create an identity with variety that captures the creativity and fresh thinking belief at the Institute. The square at the centre of the identity reflects the strength and physical space of the building whilst the individually coloured shapes, represent the different people, organisations and skills coming together at the Institute.
Speaking about the Francis Crick Institute’s new positioning and visual identity, Heavenly’s Strategy Director, Nicholas Sunderland said: “We are delighted to have been able to create for the Francis Crick Institute a modern, fresh visual identity that symbolises the collaboration between multidisciplinary scientists that the new institute will foster.”
John Davidson, Communications Director of The Francis Crick Institute, added: “Collaboration, creativity and tenacity will be essential parts of the Institute’s culture. Scientists will work in new ways and across traditional boundaries to drive forward our understanding of health and disease. Heavenly have delivered a visual identity that reflects the Institute’s vision for its scientists. The identity sets the Institute apart and reflects its ambition to nurture researchers who have the best ideas, the ability to think creatively, work collaboratively and the drive to turn promise into reality.”
The £650m project is funded by four of the UKs leading biomedical research organisations: the Medical Research Council, Cancer Research UK, the Wellcome Trust and University College London (UCL). When fully operational, The Francis Crick Institute will employ 1,500 staff, including 1,250 scientists, and have an operating budget of over £100 million.
In combining the specialist knowledge, expertise and resources from each of the founding organisations, The Francis Crick Institute hopes to encourage ground-breaking research across a range of scientific disciplines and help make sure that laboratory discoveries are converted into treatments as quickly as possible.