About Emmaüs
Emmaüs is an impressive network of health and welfare services. Their facilities range from general hospitals to residential care homes, offering anything from childcare to mental healthcare. Rooted in Antwerp, Emmaüs employs more than 6,700 people. At the time of our collaboration, Emmaüs was the umbrella organisation of no fewer than 24 entities, each with their own word mark, logo symbol and/or colour palette. Because of the overall lack of logic and coherence, our assignment mainly consisted of brand architecture and visual unification.
The soul
With 24 different brands and no structural or conceptual link between them, the main question was how to create unity while respecting diversity to reflect the broadness of the Emmaüs offer. On a more practical level, too, distinguishing between the different locations and allowing for clear wayfinding on each site was essential.
Conceptually speaking, we faced another challenge: what (visual) story can we tell that is overarching yet which each of the sub-brands can relate to? Or to put it concretely: how can we create a single connecting symbol that is flexible enough in practice?
The voice
Sometimes, not changing a name is the best move. Most sub-brands, after all, have been rooted in their region for many years, even decades. Changing their name would obliterate all recognisability. While a complete visual overhaul was needed, keeping the individual names was vital as well. This goes to show that strong branding is not necessarily about wanting to change everything.
The face
The idea of connection between the different entities, and the pursuit of personal growth and recovery, led us to the shape of the maple fruit (also called 'helicopter seed'). Growing until they finally spread their wings, helicopter seeds represent a patient’s new beginning, following the mental or physical support provided by Emmaüs. On an elementary, literal level, the maple fruit also resembles the roof of a home. It’s a simple yet distinctive shape that is both playful and symmetrical, striking a perfect balance. At the same time, the integrated pattern of triangles provides a more rational touch, exuding a soft kind of professionalism.
Finally, we selected a wide colour palette to go with the entire brand architecture, consisting of both primary and secondary colours to combine uniqueness with uniformity, and flexibility with clarity.
