Identity, Visual Language.
College of Physicians
& Surgeons of British Columbia
The College of Physicians and Surgeons of British Columbia (CPSBC) regulates the practice of medicine for all physicians and surgeons who practise within the province. The role of the College is to ensure registrants meet the expected standards of conduct, in order to ensure the protection and safety for the people of BC.
The College embarked on a rebranding initiative to better align itself with its current core values of accessibility and inclusivity, A specific focus was placed on addressing Indigenous-specific racism in the spirit of reconciliation by replacing their current colonial crest with a symbol that truly embodied its commitment to inclusivity, equity, fairness, and impartiality while fostering connections and treating everyone equally. The goal was to create a contemporary symbol that embraced these new guiding principles without resorting to common clichés. Despite initially fully embracing this creative direction the board overseeing the rebrand ultimately opted for a more grounded approach that was less open to misinterpretation.
Agency: Will Creative Inc
Creative Director: Nick Richards
The College of Physicians and Surgeons of British Columbia (CPSBC) regulates the practice of medicine for all physicians and surgeons who practise within the province. The role of the College is to ensure registrants meet the expected standards of conduct, in order to ensure the protection and safety for the people of BC.
The College embarked on a rebranding initiative to better align itself with its current core values of accessibility and inclusivity, A specific focus was placed on addressing Indigenous-specific racism in the spirit of reconciliation by replacing their current colonial crest with a symbol that truly embodied its commitment to inclusivity, equity, fairness, and impartiality while fostering connections and treating everyone equally. The goal was to create a contemporary symbol that embraced these new guiding principles without resorting to common clichés. Despite initially fully embracing this creative direction the board overseeing the rebrand ultimately opted for a more grounded approach that was less open to misinterpretation.
The College embarked on a rebranding initiative to better align itself with its current core values of accessibility and inclusivity, A specific focus was placed on addressing Indigenous-specific racism in the spirit of reconciliation by replacing their current colonial crest with a symbol that truly embodied its commitment to inclusivity, equity, fairness, and impartiality while fostering connections and treating everyone equally. The goal was to create a contemporary symbol that embraced these new guiding principles without resorting to common clichés. Despite initially fully embracing this creative direction the board overseeing the rebrand ultimately opted for a more grounded approach that was less open to misinterpretation.