Bodin creates a "healing branding" for the KSB

Bodin's design concept picks up on the horizontal structure of the new building by integrating an orange underline into the logo. Like the architecture, the "Healing Branding" is intended to make a positive contribution to the healing process by radiating joy, confidence and beauty.

Born in Baden, his concept came out on top against several competitors in an ideas competition. "The new logo impressed us with its simplicity. It also stands out very well in the digital sector," explains KSB CEO Adrian Schmitter. "With the color orange to complement the blue, our brand identity now has a splash of color that makes us unmistakable."

The underline, which is inspired by the horizontal alignment of the new building, forms the core element of the new look. "A simple typographic device is used to create a living space in the logo," explains Bodin. "The underline also gives the KS_B a high, independent and modern recognition value. It not only looks innovative and digital, but is also innovative in use."

The underline also offers a wide range of design options. In digital use, for example, the line can be animated and transformed into a heart rate. It also offers great potential in analog applications. For example, KSB recently installed an oversized logo in front of the entrance to the new building, which is suitable for selfies.

Bathing as a place of health

The claim "Ort der Gesundheit" (place of health), which complements the logo, was also chosen with care. It contains a direct reference to the location of Baden: Aquae Helveticae - as Baden was called in Roman times - has been a place for health with its healing springs for hundreds of years.

"Like the orange underline, the claim emphasizes the power of positive thinking," says Bodin. The KSB is much more than a place of cutting-edge medicine: "It is also a place of research, a place of therapy and a place of innovation. The claim 'Place of Health' summarizes all of this positively and perfectly."

The guiding principle of "healing branding" makes the KSB's branding unmistakable and unique, Bodin continues: "A concept that primarily offers orientation and yet manages to radiate confidence and joie de vivre despite the sometimes painful hospital associations."

Particular emphasis was placed on easy-to-implement branding that is entirely at the service of patients, doctors, nursing staff and the entire workforce. A branding toolbox enables easy and flexible handling in everyday life.

In view of the commissioning of the new building at the beginning of 2025, KSB has begun to gradually implement the rebranding in recent weeks and months. "This means that there are currently two parallel worlds: a coexistence of old and new. But for cost reasons, this is the most efficient approach," says Schmitter. The aim is for the new concept to be applied in all areas when the new building is occupied - from letterheads to employees' work clothing and digital applications.