GORYANIN BROTHERS Contact

Identity · wayfinding · GUI

St. Petersburg · 2017

Leningrad Regional Clinical Hospital

Because
what matters most is
people

We reimagined a public healthcare institution and built a friendly system, from its mark and communication to kiosks and wayfinding.

PlatformIdentityGUIWayfinding
View case study
Interactive terminal and reception desk at Leningrad Regional Clinical Hospital
Completed terminal and brand system implementation

The brief

A public hospital should speak to people, not an anonymous stream of patients

Outdated forms, disconnected emblems, and confusing wayfinding reinforced the image of a bureaucracy. Behind it, it was hard to see the doctors, patients, and direct human interaction.

We began with medicine's defining characteristic: it is a person-to-person profession. Doctors and patients communicate directly, so the institution's language should be clear, welcoming, and accessible to all ages.

The new identity needed to work as a hospital mark, a communication foundation, and a wayfinding tool in a complex environment.

LOKB poster system with doctors, patients, and brand symbols
People and medical care become the central figures in communication

The unifying idea

“Person to person”

At the center of the system are relationships between those providing help and those who need it, rather than the institution as a machine.

A human figure among elements of LOKB's visual system
Tagline by GORYANIN BROTHERS

Because people come first

Motto proposed by the chief physician

Every life matters

Brand mark

One silhouette unites doctor and patient

A stylized human figure serves both roles. A small cross clarifies the medical field without turning the mark into a conventional state emblem.

Russian and English versions of the LOKB logo
Symbol, wordmark, and international information block

Visual identity

Simple symbols, open colors, and calm typography

The pattern combines a person, a plus, a minus, a pulse line, and a smile. Eight brand colors keep the system lively yet consistent.

#0098DB#D24D57#49C5B1#FFCD00#3EB75A#C4D4DA#7C878E#8B84D7
Hospital colors, graphic elements, and taglines
Brand elements support one human-centered idea
Calibri and the hospital's official palette
Calibri is used within the brand system; the case study's editorial text uses GORYANIN BROTHERS fonts
Hospital branded folder, pattern, and medical materials
01 / 03

GUI and digital concepts

The same clarity works on the terminal screen

We designed the interactive kiosk interface and electronic queue elements. Large modules, a calm hierarchy, and familiar colors continue the brand language.

LOKB digital concept with medical materials and interface
Digital concept and screen design; software development was outside the stated scope
Interactive LOKB terminal in the registration area
Interactive terminal and reception desk
Queue display and hospital brand graphics
Electronic queue and brand graphics in the environment

Wayfinding and implementation

The system helps people find their way and recognize the hospital at every touchpoint

The logo, suspended signs, passes, terminal, and queue display graphics work as parts of one language.

Installed LOKB sign
Installed sign with logo
LOKB suspended directional sign
Suspended wayfinding sign
LOKB plastic access card held in a hand
The patient card as an everyday brand touchpoint

The photographs show the environment where the identity, interface, and wayfinding were implemented. Architecture and interior design were not part of GORYANIN BROTHERS' work.

Concept applications

The system scales from hospital textiles to medical transport

These images show possible extensions of the brand language. They are visualizations, not confirmation of manufactured applications.

LOKB medical ampoule packaging concept
Medical packaging concept
LOKB branded hospital textile concept
Branded textile concept
LOKB air ambulance helicopter livery concept
Medical helicopter livery concept
Hospital medical information display concept
Medical information display concept

Project outcome

A human-centered idea became a complete brand and environmental system

The hospital gained a unified identity: a recognizable human figure, a clear palette, and a direct human voice, replacing a collection of disconnected medical symbols.

The system retains its character on posters and documents, in digital concepts, kiosk interfaces, wayfinding, and completed environmental elements.

  • Visual communication concept
  • Logo and wordmark
  • Logo guidelines, palette, typography, and pattern
  • Business stationery and poster system
  • Branded and informational materials
  • Interactive terminal GUI
  • Digital concepts and screen design
  • Wayfinding system and environmental graphics

Project scope

GORYANIN BROTHERS × Leningrad Regional Clinical Hospital

Brand foundationHuman-centered concept, tagline, logo, wordmark, and logo guidelines.
Communication and digitalPosters, documents, applications, digital concepts, and terminal interface.
EnvironmentWayfinding, signage, and graphics for implementation throughout the hospital.

A separate project for LOKB

The dual-year calendar continues the brand system but remains a separate case study, distinct from the rebranding.

View the separate case study
LOKB 2020/2048 desk calendarCalendar design ↗

The first conversation

A healthcare brand needs clarity and a human voice

Tell us about the challenge, audience, and environment. We will find the starting point: platform, overall system, digital, or a wayfinding journey.

Discuss your challenge
Telegram@goryanin_a↗Emaildesign@goryaninbrothers.ru↗
Phone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street