Northwestern Memorial HealthcareIn the Heart of the City What was needed was a makeover, not a face-lift. The institution’s graphics and language elements had significant recognition by all of its diverse audiences and communities. By translating those elements into contemporary images, the Northwestern brand equity could be preserved and enhanced. Old pictographic devices and extraneous elements were removed to promote parity between different Northwestern businesses. A proprietary typeface was designed to create uniqueness for a trademark without a graphic embellishment.