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The Drum

The Bridge Centre undergoes brand refresh designed by Silk Pearce

The main illustration features the outside of the clinic, The Shard and London Bridge Underground station

The Bridge Centre, one of the UK’s longest-established and most successful fertility, gynaecology and genetics centres, has adopted a distinctive new brand identity designed by branding and design consultancy Silk Pearce.

Following the clinic’s acquisition by J D Healthcare the rebrand is designed to emphasise the warmth and friendliness of its approach, as well as its unique London location next to The Shard skyscraper.

The new branding has been rolled out across stationery, literature, signage, exhibition panels, and a re-designed website, with the designs centred around a series of illustrations and a hand-written typographic logo by illustrator and author Allan Drummond.

Almost every fertility clinic seems to rely on the same style of imagery with pictures of babies, lab equipment or the ubiquitous sperm entering an egg which gives them a very formal, institutional feel,” commented joint creative director at Silk Pearce, Jack Pearce, “With Bridge we wanted to design a visual identity that would truly reflect the centre’s unique personality, world-class expertise and track record but also the joy the clinic and its staff bring to people wanting to start a family.”