MAYO CLINIC

Visual Identity

Brand Strategy

Typography

Motion

Logo

From “know this” to “feel this” — brand strategy and identity with a patient-first approach.

Close-up of a peaceful child sleeping, displayed on a city billboard with a backdrop of urban buildings.

Mayo Clinic is the largest integrated, not-for-profit medical group practice in the world. With whole-person care at the centre of its proposition, we developed a brand narrative with patients as the focal point.

Two smartwatches displaying health-related apps on their screens, set against a dark background.

This strategic foundation informed our evolved visual identity for the brand, and a brand language and creative principles that flexed from informational to inspirational, allowing it to adapt to a range of clinical and business needs.

A close-up view of various digital devices and interfaces with blue and black color themes on a tabletop.

Text on a dark background lists various healthcare-related topics and initiatives, such as quality and patient care.

Introducing a varied custom type system for Mayo Clinic.

The Mayo Clinic custom typefaces brought versatility to the brand identity with the introduction of display, serif and sans serif font styles. As well as helping to build distinctiveness and ownability to the design system, these bespoke fonts added a sense of gravitas, sophistication and authority to the brand, helping to realise the strategic vision through every design appplication.

Type DNA featuring the text "eRyka" on a bright blue background.

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