Branding of the State Institution “Institute of Traumatology and Orthopedics of NAMS of Ukraine”

Objective. This work aimes to highlight general aspects of healthcare facility branding and to announce the creation of a new logo for the SI “Institute of Traumatology and Orthopedics of NAMS of Ukraine.” To define and coordinate the key features of our institution’s brand image, the nominal group technique was applied, which is a structured process of group problem-solving and decision-making. A competition was announced to develop the new logo, after which all previous names of the institution were reviewed. As a result, three letters — І, Т, О — remained consistent in nearly all versions. The prototype for the new logo was inspired by the well-known and successful iPhone logo. The new logo is the inscription “іТО” with gray color accents. This is our institute’s first experience in branding. These three letters, at first glance, evoke in patients a range of associations with certain expected benefits and values they hope to receive by choosing our institution.