Visualising natural health and wellbeing – a comprehensive visual identity for Scandinavias leading private healthcare company

Aleris is one of Scandinavia’s leading private healthcare companies with around 8,500 employees across 350 units in Norway, Sweden and Denmark. The company is highly diverse and includes hospitals, medical centres, home care services, diagnostics, child welfare, mental healthcare, care for the elderly and facilities for the disabled. Its services are used by the public sector, businesses, insurance companies and private individuals.

The target audience had a low awareness of Aleris and perceived their visual identity as generic and outdated. Many different sub-brands within the company had led to confusion of the brand and a chaotic brand hierarchy. The new overarching aim of the company was to increase brand awareness and to make Aleris an attractive choice to it’s target audience. Our challenge was to unify the organisation with a one-brand strategy and to create a stronger, more unified visual identity.

The new visual identity is based on health and wellbeing. The new logotype was inspired by the yearly rings of a tree which symbolise growth, life and the care Aleris provides for its customers through all stages of life – from childbirth to elderly care. It is a modern mono- gram with an inherent human vitality. The com- bination of a friendly typeface, refreshing color palette, harmonious pictograms and a realistic image library creates an overall impression of vitality, health, empathy and warmth.

Project partners:
Tengbom Architects
John Jacobson
Daniel Blom


Some snapshots from the creative and strategic workshops.


Some images from the strategic work. Starting points for new communications platform and new visual identity.


The inspiration for the new symbol came from a tree’s growth rings which symbolise how Aleris provides care during all stages of life.


The old and new Aleris logotype.



The new Aleris logotype consists of a wordmark and a symbol with an inherent human vitality.


The style of the symbol is reflected in all graphic elements of the new identity such as the pictograms and symbols which have been uniquely crafted for Aleris.


The emotional and brand building multi-line pictograms is an important identity carrier throghout the identity.


Functional single line pictograms.




The warm and friendly color palette is inspired by nature.


Examples from the new Aleris image bank.



The goal of the new Aleris website was making it easy for those who are looking for information about care online. Both the technology and content was improved significantly.



Examples of exterior and interior branding. In close collaboration with the client and Tengbom Architects we developed a brand new experience for physical environments including everything from signage to custom made furniture.




Parts of the signage system consists of lacquered and bent plates which can turn corners to lead the visitor right.


Waiting area with custom made coffee module and furniture.