GAD-INSTITUTE

01 / CONTEXT & AUDIT

A specialist cardiac and pulmonary care institute operating under a generic hospital visual identity — no mark that signaled its dual specialization, no system governing patient-facing communications, and an ambition to expand regionally while competing against internationally branded healthcare groups.

DISCIPLINE

Systemic Identity

TEAM SCALE

Creative lead (Mustafa) · medical director · marketing manager

TIMELINE

2023 · Complete brand system, end to end

RECORD

GAD-INSTITUTE

0Brand system beforeSTARTED FROM STRATEGY

2Languages, one lockupAR / EN UNIFIED

4Audiences to servePATIENTS · TOURISTS · INSURERS · FAMILIES

02 / RESEARCH & LOGIC

Healthcare identity in Egypt clustered into two poles: clinical-corporate (cold, bureaucratic) or consumer-pharma (loud, promotional). GAD needed a third voice — the trusted specialist: warmer than a hospital, more precise than a clinic, internationally legible without losing Egyptian rootedness.

TRUSTPRECISIONWARMTHBILINGUALHERITAGE

DISTINCT →← SYSTEMPublic-clinical APublic-clinical BCorporate-sterile CCorporate-sterile DRegional generic EGAD Institute

COMPETITOR LANDSCAPE

03 / EXECUTION & GOVERNANCE

STRUCTURAL TOKENS

deep-blue

#005895

Trust / primary · P 107-8U

crimson-red

#AB121C

Vitality / accent · P 49-16U

cool-grey-8

#888B8D

Neutral / dark grey

Trap

Bold

Bold headlines / titles

Montserrat

Regular

Body / subheads

Alexandria

Regular

Arabic titles + body

COMPONENT STATES

DEFAULTHOVERFOCUSDISABLED

RESPONSIVE LAYOUT

MOBILE 4-colTABLET 8-colDESKTOP 12-col

BEFORE // AUDITAFTER // SYSTEM

v2.0

+45%

CTA

logo_final_v7??#3A86FF or #2D7DF6?spacing: 13px · 22px · 37pxbtn-styles (×9)

DRAG THE LINE — AUDIT STATE ⇄ GOVERNED SYSTEM

GALLERY / THE SYSTEM, RENDERED

BRAND MARK · HEART + LUNG, FUSED

BRAND IDENTITY · V2.0 COVER

LOGO ANATOMY · LOCKUP ELEMENTS

VARIATIONS · EN / AR · H / V

SYMBOL ONLY · FAVICON-READY

PRIMARY PALETTE · DEEP BLUE + CRIMSON

INFOGRAPHIC PALETTE · DATA SYSTEM

TYPE · TRAP · MONTSERRAT · ALEXANDRIA

STATIONERY · BUSINESS CARD

OUTDOOR · GENUINE ACCESSIBLE CARE

EXHIBITION STAND · VISION 2030

04 / PERFORMANCE & POST MORTEM

V2.0System, end to endSTRATEGY → IDENTITY → GUIDELINES

6+Branded applicationsSIGNAGE · UNIFORM · STATIONERY · STAND

1Governed brand bookPANTONE-LOCKED, NOT GUESSED

RETRO LEDGER

[KEEP]The heart-and-lung mark — two symbols fused into one circular form, vitality and breath in one gesture.

[KEEP]Caregiver archetype as doctrine: 'closer to every heart' drives messaging, color, and environmental design consistently.

[CHANGE]Tighten Arabic/English vertical lockup balance at small sizes before the next signage run.

[KEEP]Branded-house structure linking GAD Institute to GAD International — one equity, many expressions.