PPP healthcare, one of the UK’s largest healthcare providers, was looking for a new brandmark to help it become ‘first choice’ for customers choosing a private health scheme. The company appointed Smith and Milton to develop the brand and the advertising agency M+C Saatchi to provide publicity supporting the launch. I was a senior freelance member of the design team, the brandmark was my idea, and I went on to work with Smith and Milton staff on brand implementation and guidelines.
The ‘heart of gold’ and ‘p within p within p’ go some way to represent the human qualities of the organisation: its attention to customers’ needs and the layers of care and comfort it offers.
Stuart Russell 