Freedom.
For more life.
For over 135 years, the Blue Cross brand has stood for a promise: to consciously see people and accompany them on their individual journey to an addiction-free life. In several workshops, the heartbeat of the brand was rediscovered and revived.
Following the previous identity process, the Blue Cross gradually evolved its entire brand presence to create a more modern and emotional identity.
Individuality and freedom
In a clear design system
The distinctive blue-and-white color scheme, simple typography, and a custom icon set define the brand’s recognizability. Through the handwritten, inspiring messages of the employees, the brand becomes personal, approachable, and meaningful.
The idea
“Freedom” is a central theme in the vision of Blue Cross, which should also be reflected in the design. A flexible design system was developed that allows for creative freedom while ensuring consistency across all Blue Cross media. All communication materials serve as companions, stay relevant for a long time, and encourage reflection.
The solution
Vitality is brought to life through the new use of typography, a flexible layout system, custom icons, and a variety of handwritten elements. Real, encouraging handwriting of staff members is complemented by the blue-and-white color scheme and the clear typeface. The blue cross symbol can be used to replace a ‘t’ in headlines, creating an individual typeface. To actively involve the many local associations as part of the brand, an inspiring launch campaign was developed.
The function
The foundation of the design is a grid system, which provides the layout with the necessary structure. Within this grid, design elements can be arranged freely and dynamically. Staff members can individually add handwritten statements to the assets. This way, each piece of communication can be designed consistently and flexibly.
The previous brand lacked consistency and variety. The relaunch addresses this by introducing both, elevating the brand to a new level. The brand image is now multi-facetted and more concise, as the integration of the logo into headlines and the use of a custom icon set have created a high level of recognition.
The brand’s goal is to reach people who are looking for a way out of addiction. The design system conveys stability, trust, and professionalism to the target audience. The personal handwritten elements break up the structured look and bridge the gap between professionals and clients. This way, the brand values become more visible, and the communication is simplified.
