Gustave Roussy is the world's second largest Cancer Centre for patient care, research and teaching. Needless to say the stakes are high when appliying design thinking to such a prestigious institution undertaking such a fundamental role in society.
The Institute is vying for talent and research funding at an international level, it also needs to be clearly identified when addressing public organisations. The objective of the change of name and visual identity is to reveal the expertise, the values and the mission of the institute and make visible its status as a world leader.
A more significant name and a stronger identity in order to clarify its mission and re-inforce its image. Exclusive use of the name "Gustave Roussy" instead of the initials “IGR” personifies the institute and links it to one of the leading pioneers of modern oncology. The tag line "Cancer Campus, Grand Paris", identifies both the area of expertise as well as its location for the international audience.
Y as a symbol
A strong visual brand, a simple contemporary typeface using the last letter "y" as a symbol of both convergence and growth. The choice of colours are used to identify the different activities of the institute – research, education, the hospital and the foundation.
The visual identity was implemented throughout the Institute, print, website, exterior and internal signage, as well as the internal communication media.
Minale Design Strategy also donated its time and talent in developing a specific programme for the Foundation, in charge of driving public support and financial donations. This took the form of a mascot, named Gustave, which was produced in 25 examples and given to different artists to decorate. The result of this work was then sold at auction for the benefit of the Foundation. Since then, Gustave has become the mascot for all of the Foundations communication programme.