Visual Language LLC

Writing and Design by Ellen M Shapiro

United Hospital Fund

Shaping New York’s Health Care

United Hospital Fund is a charitable research and policy organization that awards grants that support New York City health care institutions where the need is greatest. Since 1879, its mission has been to improve the way care is financed and delivered. When they approached us for a new visual identity, the organization had ambitious goals and had chosen the slogan, “Shaping New York’s Health Care.” After conducting a survey, I knew that the solution should itself be a strong, serious ‘shape’ that would last well into the future.

Eight potential symbols were presented, most based on the universal ‘H’ for ‘Hospital’ and the concept of a force at the center of things, affecting change.

The organization’s president and communications director immediately chose the angled ‘H.’ “It’s like a level or fulcrum.” they said. “A pivot point, axis, hinge, core. hub, or support. and that’s what we do.” I designed it using traditional geometric methodology using forms that can be reproduced in any size.

The choice of typeface for an organization’s name is crucial. Simple and clear, but not ordinary, spaced perfectly, and in a relationship to the symbol that feels right.
To be used on everything from building signage to newspaper advertorials to name tags, we delivered logo art in three versions, two sizes; type that’s tightly spaced in large applications often isn’t perfectly legible when it’s reduced to small sizes.
The mark’s geometric forms lend themselves to being filled with images; in this case the three focal points of UHF’s work: New York City, hospitals, people.
The annual reports, heavy on text, called for photography that captures UHF leaders and policymakers in and outside hospitals, at homeless shelters and other sites where they asses health care needs and the quality of services offered. I knew that photographer Mark Ferri could deliver meaningful, dynamic shots of people in offices and out in the field.
To learn more about United Hospital Fund, please visit uhfnyc.org