Pentaheal Clinic Rebranding

Brand Identity

Pentaheal, a Korean medical clinic specializing in functional medicine, has recently undergone a comprehensive rebranding effort. With a focus on delivering its philosophy to a global audience, the clinic sought to create a visual language that is universal and straightforward. The result is a brand identity that stands out and communicates the clinic's unique approach to healthcare.

The design of Pentaheal Clinic is centered around the concept of "extension". Functional medicine, which is not widely known in Korea, is represented by the medical symbol of a cross (+), a simple and easily recognizable visual language for patients from around the world. This symbol is combined with the letters 'P' and 'H', which are the abbreviations of the hospital, to create a balanced branding.

One of the key features of the rebranding is the integration of the symbol mark with the universal medical symbol of a cross. The axis of the symbol mark is extended in both directions, allowing it to be used on various shapes and sizes of brand application items. This design choice not only ensures consistency across different communication materials but also represents the core values of Pentaheal: pioneering, leading, central, and trust.

The Pentaheal Clinic is located in Gangnam Station, the most developed area in Seoul. The space is divided into two floors: the reception and examination center, and the VIP and treatment room. Signage suitable for the characteristics of each floor has been designed to create a consistent branding experience. The reception floor features a bright and lively white-tone concept, creating an atmosphere of hospitality. On the other hand, the treatment floor adopts a luxurious and reliable concept with a toned-down color palette.

Through this rebranding effort, Pentaheal aims to promote functional medicine as a new medical field in Korea and Southeast Asia. By incorporating the expandability of the medical symbol cross, the design signifies that Pentaheal's services can be extended to various fields. This innovative approach sets Pentaheal apart from traditional medical practices and positions it as a provider of exuberant lives.

The Pentaheal Clinic rebranding project started in July 2021 and was completed in December 2021 in Seoul. Extensive research was conducted to ensure that the design effectively communicated Pentaheal's expertise and philosophy. Surveys, style curation, interviews with hospital staff and visitors, and functional medicine examinations were conducted to gather data and insights. The result is a consistent brand identity that resonates with the target audience.

This outstanding design has been recognized with the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. The award acknowledges the creativity and ingenuity of the design, as well as its contribution to improving the quality of life. By incorporating best practices in art, science, design, and technology, Pentaheal Clinic's rebranding sets a new standard in the field of healthcare.