Positive Design



Strategy & identity

The Challenge.
Established in 1991 with support from the Hospital for Tropical Diseases in Ho Chi Minh City, Vietnam, the Health Services of HCMC and the Wellcome Trust. oucru also now works with it’s partners in places including: Thailand, Indonesia & Nepal.

The brief in essence, was to give a unique and compelling voice to oucru, rather than blindly follow University of Oxford’s guidelines. At the same time I had to be sensitive to all the units essential partnerships. oucru’s existing ‘identity’ was confused, and at times anonymous. We wanted to create something cohesive and compelling for innovators in scientific research.

The solution is centered around purposely ambiguous shapes. These colourful sequences are appropriately scientific. They can be ‘read’ as a sequence of chromosomes, a course of medical treatment, a group of bacteria, or even people. They may simply be viewed as a colourful respite in a sterile environment.

What the sequence does represent is the process of searching for answers. Making sense out of something that at first has none, which is essentially what Oxford University Clinical Research Unit do.

Look closely
Very simply – each shape represents a letter of the alphabet

This identity was widly featured and discussed including Fast Co and Identity Designed. It has also been featured in several design books including the 2nd edition of dynamic identities by Irene Van Nes