Creating the SYNERG-IE Brand

It’s about embodying the ethos and values of the team and programme it represents. A unique feature of the SYNERG-IE research programme is the inclusion of patient perspectives and interdisciplinary collaboration, which brings invaluable experience and ideas into the research and indeed the design process. In the creation of our brand identity, we have actively sought representation from a variety of individuals including the programme’s Patient Representative Researcher, the programme and leadership teams which includes patient advocacy group Sjögren’s Ireland and design professionals. This inclusive approach ensures that our process is informed by a wide range of perspectives, particularly from those whose voices are often underrepresented.

Throughout the design process, the research programme and leadership teams had the opportunity to feedback and give their thoughts and ideas on how the identity should look. The process was collaborative from beginning to end, with ideas and thoughts shared and alternatives tested.

Research & Strategy

I began by conducting a brand questionnaire with team members, which allowed us to explore the programme’s aims, desired perception, tone of voice, and messaging. From here, the key terms and defining values surfaced, guiding the creation of our tagline and laying the foundation for the brand design. It was crucial that I consulted with our patient representative and members of Sjögren’s Ireland as the language used to describe Sjögren’s can minimise the impact of the condition. It was also important to ensure that I was using the most up to date and correct terms to describe Sjögren’s as well as encapsulate what the programme is about.

I conducted secondary research, exploring a variety of examples of design work from different sources. This process not only sparked ideas and inspiration but also demonstrated the diverse directions our design could take and the potential applications I could explore now and in the future. The team was particularly drawn to colourful, bold, and vibrant designs, which contrast some of more clinical aesthetics often associated with medical organisations and research programmes. Given the variety of work that will be carried out throughout the course of the SYNERG-IE programme, the identity needed to be flexible and adaptable to a variety of outputs.

I also looked at other organisations that focus on treatment and awareness of Sjögren’s and compared the branding used on their websites and applications. As the majority of these organistations focus on medical treatment and the symptoms of the disease, it was important that our programme, which is more focused on transforming the healthcare landscape, looked and felt different. Although the tear drop is a recognisable symbol associated symbol with Sjögren’s and indeed dry eye is a common aspect of living with the disease, we wanted to do our best to be move ‘beyond dry eye’ and acknowledge the systemic nature of Sjögren’s.

Design Ideation

The key words and associated terms that came from the questionnaire were used to begin sketching and combining symbols and motifs to create potential logomarks. The objective was to visually illustrate abstract ideas such as collaboration, multidisciplinary working, network and unity; to encapsulate these ideas in a memorable mark.

Alongside this, I tested different typefaces for the wordmark, considering the tone of voice the team wished to project. The logotype can reflect this through the selection of typefaces with warmer and more rounded features for enhanced legibility and a sense of inclusivity.

Once a few concepts were developed, they were presented to the team, members of Sjögren’s Ireland and the wider leadership team. After discussion, feedback, and revisions, I finalised our design. It was important that everyone felt that the mark was something they would be happy to stand behind and support.

The Chosen Concept

The final logomark features overlapping circles, creating new colours at the intersections to symbolise the interdisciplinary nature of our team and the integration of diverse skillsets and perspectives. This design reflects what makes SYNERG-IE unique: the broad spectrum of disciplines and viewpoints that contribute throughout the process. The six outer shapes represent our six key work packages, while the central shape embodies the continual collaboration between teams and their interconnected efforts.

This blend of shapes and colours in our logomark captures the essence of SYNERG-IE, symbolising our commitment to innovation and collaboration. As our research progresses, this identity will continue to guide us, embodying our tagline: ‘Transforming Sjögren’s Care Together’.

To keep up to date with SYNERG-IE, follow the team on X, LinkedIn, or Instagram.