Stefano Caprini

Healthcare and Identity

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From hospitals to foundations, from pharmaceutical companies to regional health systems, Inarea has told the story of healthcare through brand identity.Each project is a way to make “care” visible — in symbols, in names, in spaces.And above all, in relationships. Public Healthcare: standardizing to humanize The identity projects for the Emilia-Romagna and Lazio Regions introduced an “umbrella brand” approach capable of bringing coherence to a complex, often heterogeneous, and layered system. Salute Lazio is an example of rationalization that goes beyond aesthetics: it makes services, hospitals, and communications immediately recognizable, fostering a unified language between institutions and citizens. The goal is to create a healthcare system that is more accessible and easy to understand, where the graphic symbol becomes an implicit mark of recognition — and therefore, a guarantee for citizens.The rebranding of Salute Lazio took shape through a strategic intervention that simplified and unified the identity of the regional healthcare system. The new name, “Salute Lazio,” is accompanied by the descriptor “Regional Healthcare System,” while the logo was designed to visually evoke the red cross, the universal symbol of healthcare. The graphic symbol, derived from the letter “L” in Lazio, ideally reconfigures a red and blue cross and has been used as a distinctive element throughout all communications, creating a coherent and easily recognizable system. This approach made it possible to integrate the various regional healthcare structures under a single identity, streamlining and rationalizing the overall service offering while enhancing the effectiveness of institutional communication. Hospitals and Foundations: welcoming spaces From the Gemelli University Hospital to the Bambino Gesù Children’s Hospital and the Santa Lucia Foundation, Inarea has supported these prestigious institutions in building a visual identity capable of making hospital environments more contemporary and empathetic. The wayfinding system at Gemelli, inspired by major airport hubs, was designed to facilitate patient movement, restoring a sense of autonomy and confidence. Its brand identity, developed to mark the hospital’s fiftieth anniversary, translates the institute’s founding values into a visual language: Catholic roots, care for the individual, and a vision of healing as a vital act. The Gemelli blue and the “G” that unfolds into a cross, leaves, and a human figure together tell the story of a form of medicine that unites faith, science, and humanity. In the case of Santa Lucia, the Tree of Life symbol evokes a sense of rebirth, while at the same time recalling the two hemispheres of the human brain — roots and thought, matter and mind. Industry and research: when the brand unifies Private healthcare and the pharmaceutical sector represent the other half of the story. Inarea developed the visual identity for GVM (Gruppo Villa Maria), simplifying its name and strengthening its positioning as a network of excellence in care and research. The Angelini Industries project, on the other hand, brought together a wide range of diverse activities, placing purpose and direction before traditional, product-based distinctions. The pharmaceutical field, in fact, represents just over half of the entire system.The Aventis Pharma case, from the early 2000s, stands as a paradigmatic example in the history of pharmaceutical branding. It created a unified packaging system for ethical products within a multinational company born from the merger of six different brands, giving a single voice to medicines distributed worldwide while maintaining full compliance with local regulations. It was, in effect, defined as a universal visual code — a language of symbols, colors, and informational hierarchies capable of making each medicine instantly readable, regardless of the target market. Over time, the project remains an important example of how branding can serve not only as an expression of identity, but also as an organizational lever, capable of restoring order and clarity. Foundations of the common good From Smile House, which treats craniofacial malformations, to the Veronesi Foundation and the Piedmont Foundation for Cancer Research, design becomes an ethical language. Each brand is an act of giving back — a way to give form to solidarity, to research, and to hope. For example, the rebranding of the Veronesi Foundation — an institution that supports excellence in scientific research and promotes a culture of prevention — enhances the legacy of its founder and, through the “V” in the logo, becomes a human and dynamic symbol, capable of adapting to the various fields of research represented by the ribbon, the universal symbol of struggle and hope. Even in healthcare, branding is an infrastructure of meaning — a tool for making care more human, and therefore, more effective.

Relationship as care

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At a time when everything revolves around personal experience and identity, medicine too must find ways to keep up with the times. Healthcare cannot simply be a system that provides treatment; it must become an ecosystem that truly cares — for the person, for their ways of expression and the stories they tell, for their spaces. And, as in branding, relationships become the heart of trust. We discuss this with Antonio Romano. Where does the modern concept of healthcare come from? Its roots lie in ancient medicine. From Hippocrates to the Salernitan School, health was seen as a balance among elements — air, water, earth, and fire — and bodily humors. Over time, medicine shifted from a “geocentric” view to a “morbocentric” one, focusing more on disease than on the person. Today, we are witnessing a new transition: from curing illness to embracing relationships as a form of care. What does it mean to bring this transformation into branding? It means viewing “care” not as a technical act, but as a narrative value. Brands, much like doctors, no longer offer only products or services — they offer experiences of trust. Healthcare thus becomes a field of communication that places the person, their emotions, and their need for understanding at the center. “Care” is expressed through language tailored to the patient, through a corresponding tone of voice, and through spaces designed to welcome and comfort. How should healthcare facilities adapt to this new perspective? It is necessary to move beyond the rigid and often impersonal organization of hospitals. The digital experience has accustomed citizens to direct, fluid, and disintermediated relationships in which each individual is always at the center. Healthcare must also embrace this logic, with more intuitive navigation systems, clearer pathways, and open dialogue. The wayfinding system at Policlinico Gemelli, inspired by airport signage, is an example of this approach — designed for those who need to find their destination, not for those who already know the space. The role of design and visual identity in this context? Fundamental. Branding is the grammar that coordinates the countless stories that make up the world of health. It is not just about a logo or color, but about coherence between behavior, language, and mission. When the Lazio Region adopted a unified identity as Salute Lazio, it was not merely a graphic choice but a way to make the system more recognizable, accessible, and human. Which example among Inarea’s case studies best expresses the concept of “care”? The rebranding of Assogenerici as Egualia is emblematic. From an association once perceived merely as a producer of generic drugs, the narrative has evolved toward a message rooted in Article 3 of the Italian Constitution: equality as a principle of equity in healthcare. No longer “producers of copies,” but advocates for the right to healthcare for all. What is the cultural challenge of the future? Putting the person back at the center. The digital age has taught us that everything starts from the “self,” but in healthcare this “self” must move beyond the traditional subordination of the citizen — made an even weaker participant by becoming a “patient.” They must feel welcomed, not isolated. Relational medicine is the true frontier of contemporary healthcare: a form of medicine that listens, supports, and above all, communicates.

Telling the story of a university: coherence and identity in a connected world

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Immagine evidenza Articolo Luglio

A university is not just an institution that teaches. It’s a world that tells its own story, that engages those who choose it, and that projects the future it promises. And in an increasingly connected, emotional, and competitive world, it’s the story that truly makes the difference. Today, a university communicates across many channels, which makes consistency — both online and offline — essential. Websites, social media, physical spaces, events, and materials all need to speak the same language. The digital experience, in particular, must be clear and accessible: it’s often the first real point of contact with the university and can strongly influence how its identity and credibility are perceived. A university’s brand identity is what makes it instantly recognizable — but also what speaks through the messages it conveys. It’s not just a logo, and even less a crest: it’s a mix. From the name to the colors, from the website to open days, every detail — signs, tone, style — tells the story of who you are and why someone should choose you. Case Studies Conservatorio di Milano A dynamic logotype combines different typefaces to represent musical plurality. The graphic movement creates a visual mark in constant transformation, while the spatial reference remains stable, grounding history and identity. Sapienza A brand identity and brand architecture project that streamlined the complexity of a large university by simplifying its naming, redesigning historical symbols, and introducing a custom typeface. Opit A project that communicates innovation, flexibility, and social impact in the field of digital education. A visual identity built on binary symbols, modern typography, and a dynamic color palette to stand out in the online education landscape. Case Studies LIUC A brand identity that brings together academic culture and the business world, using a clear and straightforward language. The constellation symbol evokes the idea of the future, while the blue color conveys stability and reliability. LUISS A project that conveys an idea of education as continuous growth, symbolized by a column transforming into a capital. A consistent visual and typographic language reinforces a sense of belonging and openness to knowledge. Intercultura The brand design reinforces autonomy by emphasizing the name as the central element of the logo. The reference to AFS remains in the background, acknowledging the origins while highlighting a more evolved and independent vision.

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