Improving Dutch Healthcare

Established in 1849, The Royal Dutch Medical Association (KNMG) is the professional organisation for doctors of The Netherlands. KNMG strives to improve the quality of professional medical care and healthcare, as well as improving public health in The Netherlands.

Designed in the late 90s, the previous identity looked out of date but moreover, it was not accessible and lacked uniformity to be the unified voice of all doctors. On top of that, the identity suffered from such diversity of affiliate logos, that it made KNMG products and services look fragmented.

KNMG called upon Positivity to redefine and redesign their offer, whilst overall visually expressing the high quality standards of the organisation. Positivity created the entire corporate design program, including the design guidelines, resulting in a refreshing, clean, confident and contemporary look & feel for the leading medical association.

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