A more human identity for Amics del Clínic

Amics del Clínic (Friends of the Clínic) is an initiative by Hospital Clínic Barcelona that promotes solidarity and social engagement through volunteering and fundraising. With the aim of aligning its image with the hospital’s new positioning and graphic identity, the programme’s entire visual identity has been rethought to ensure greater coherence, visibility, and connection with the community.

The conceptual starting point is clear: to maintain a direct link with the Clínic Barcelona brand, while offering a more empathetic and emotional perspective. To achieve this, the hospital’s logo is literally rotated to become a smiling face. This simple yet meaningful graphic gesture creates a warm, recognisable and modular icon that becomes the central symbol of the programme. The smiley takes on different expressions to reflect the human diversity of the project and enables the creation of a versatile and approachable visual language.

The identity roll-out includes rounded shapes, a vibrant colour palette, and handwritten strokes that convey warmth and humanity. The system is applied across various formats: stickers and badges, informational materials, corporate campaigns, signage, and digital adaptations for social media and newsletters. Each element strengthens the sense of belonging and helps build an active community around the programme, conveying a clear message: a different way to approach Clínic — more human, more compassionate.