As the Instituto do Coração (InCor) of the Hospital das Clínicas at the University of São Paulo approaches its 50th anniversary, designer Jairo Grinberg proposes a renewed visual identity that reflects the institution’s legacy while envisioning its next era of medical innovation.
For five decades, InCor has been a national and international reference in cardiovascular medicine, combining advanced scientific research with human-centered patient care. The proposed rebranding translates this balance between precision and empathy into a contemporary visual language.
At the center of the system is a new symbol built from interwoven forms that subtly evoke the anatomy of the heart, the rhythm of life, and the idea of interconnected care. The geometry suggests collaboration between disciplines, continuous movement, and the delicate equilibrium between technology and humanism that defines modern medicine.
The visual identity embraces a refined palette of deep blues and vibrant red, reinforcing trust, science, and vitality while ensuring strong visibility across hospital environments, signage systems, institutional communication, and digital platforms.
Designed to be both timeless and adaptable, the new identity system strengthens the institution’s visual coherence while honoring the values that shaped its history.
More than a redesign, the project is a tribute to fifty years of medical excellence and an invitation to imagine the future of cardiovascular care with the same commitment to science, innovation, and humanity.
CREDIT
- Agency/Creative: Jairo Grinberg
- Article Title: A Vision for the Future of Cardiovascular Care: A 50th Anniversary Rebranding Proposal for InCor HCFMUSP
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: Brazil
- Agency/Creative City: São Paulo
- Market Region: South America
- Project Deliverables: Advertising, Art Direction, Brand Design, Brand Guidelines, Brand Identity, Brand Redesign, Branding, Craft, Creative Direction, Graphic Design, Web Design
- Industry: Health Care
- Keywords: Branding Brand Identity Rebranding Healthcare Branding Hospital Branding Visual Identity Symbol Design Institutional Branding Human-Centered Design Medical Innovation Anniversary Branding Brazil
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Credits:
Jairo Grinberg: Jairo Grinberg
