Headquartered on the Peak in Hong Kong, Matilda International Hospital is a leading healthcare service provider and world class private hospital. The hospital sought to upgrade its visual identity to better reflect its reputation for high quality care, its empathetic approach and its constant striving for improvement.

Matilda recruited Hong Kong branding agency Stepworks to develop the new logo and identity system. Following a close collaboration, Matilda confirmed a bold new direction that eschewed the iconography conventionally employed by healthcare institutions in Asia. The chosen direction asserts a striking contemporary approach appropriate for a leader.

Peak of progress

Set in friendly lowercase san serif typography the new Matilda wordmark is complemented by two triangles that suggest the letter M and the hospital’s distinctive location on Hong Kong’s Victoria Peak. The triangles can be applied flexibly as a supergraphic, or as icons to communicate various ideas and initiatives.

“We are very excited to announce this brand identity change. The new logo injects positive energy into our brand, and reaffirms our strong commitment to connect with our patients and healthcare partners,” said Linda Burgoyne, CEO of Matilda International Hospital.