A Pentagram team led by Domenic Lippa has designed a new mark, identity, website and branding guidelines for the Worldwide Palliative Care Alliance (WPCA). Founded in 2008, the WPCA is a global action network of palliative care organisations that campaigns at the international level with the goal of improving care at the end of life.
Pentagram’s design for a clean, typographic identity is intended to put the WPCA on a par with the international bodies it lobbies, such as the UN and World Health Organisation. Baskerville was chosen as the primary typeface for its ability to communicate with clarity and authority, whilst Helvetica is used for body text. A strong palette composed of corporate-style cool blues is complemented by the use of a vibrant warm yellow accent colour. A uniquely crafted typographic mark, which forms a visual alliance between the letters of the WPCA acronym, lends the organisation a timeless authority and a sense of ownership that belies its recent foundation.
Mindful of its subject matter, the WPCA identity makes use of a bold style of commissioned illustration to communicate the themes of publications confidently and sensitively. Illustration will be commissioned by local member organisations, providing a cost effective and relevant solution to imagery. (…)