Nowadays, the application of logos is often digital. Logos are shown on small screens and there is room for movement. The logo of the VPRO is well attuned to this. Because of the endless options and variations the identity offers room for distinction between the very diverse programs. This makes the power of the broadcaster visually visible.
On the one hand Amphia wants to profile itself as one strong brand. On the other hand, medical specialists need to be able to distinguish themselves within Amphia. The identity we have developed offers room for both needs and that is why it is my favorite. The identity also contributes to the innovative strategy of Amphia because we have removed the word 'hospital' from the logo. The term hospital is old-fashioned and Amphia is precisely a modern dynamic healthcare institution where the patient increasingly takes control over himself.