KS_B Kantonsspital Baden
KS_B stands for Kantonsspital Baden and also reflects Switzerland’s hospital hierarchy (University hospitals, Cantonal hospitals, etc.), carrying both legal and political significance. BNW developed a new aesthetic signature for KS_B in cooperation with bodin.consulting, one that introduces a distinctive and forward-thinking identity, reflecting the hospital’s commitment to delivering innovative, competent, and comprehensive all-in-one healthcare solutions, from people, for people.
The abbreviation KS_B, or the name Kantonsspital Baden, is an established and well-known brand and therefore offers excellent orientation - its level of recognition and history are valuable assets. Another asset is the existing short domain “ksb.ch”. For these reasons, BNW recommend continuing to use KS_B Kantonsspital Baden.
A brand is much like a person - it doesn't change its name simply because its way of life evolves. The brand promise “Ort der Gesundheit/Place of Health” draws a deep connection to the location of Baden, which, since Roman times (Aquae Helveticae), has been known for its healing springs and long-standing dedication to human health.
Hospitals and health centers typically become relevant only when there is a pressing need. For this reason, a healthcare brand must, above all, offer orientation and trust, while communicating competence and innovation with clarity and simplicity.
BNW and bodin.consulting’s strategy for KS_B is rooted in the concept of “Healing Branding” - the creation of a new, horizontal space for health that reflects both the heritage of the institution and its forward-thinking mission.
Both the chosen letter spacing and the line spacing, as well as the line break for the KS_B logo, reflect contemporary Swiss typographic elegance, readability, and functionality. The words “Kantonsspital” and “Baden” are set in Gotham Book, while the words “Ort der Gesundheit” are written in Gotham Medium.
This minimal design choice establishes a strong horizontal anchor, giving the brand a unique and immediately recognizable signature. Whether typed in an email, printed in a report, or scribbled in a handwritten note, the KS_B wordmark remains unmistakable - consistent across formats, adaptable in style, and always familiar.
The “underscore” or “underline” (_) in the KS_B logo creates a horizontal living_space that is as modular and forward-thinking as the hospital itself - a flexible design element that offers room to emotionally enrich the brand and reflect its core values. The adaptability of the KS__________B underline is particularly impactful in digital contexts, where the line can expand, contract, or interact in dynamic and engaging ways. More than just a typographic feature, the underline opens up creative potential to charge the KS_B brand with emotional depth - ultimately supporting its mission to enhance the quality of life for patients.
The shift toward interdisciplinary collaboration in modern medicine not only requires new spatial concepts but also demands a unified brand architecture. KS_B embraces this change by adopting a one-brand strategy that strengthens orientation, reflects its holistic approach, and enhances the overall patient experience. The distinctive underscore in the KS_B logo creates a living_space that can be activated in various ways: from embedding the logo into its physical or digital environment to integrating icons that represent key brand values such as "innovative," "collaborative," and "human." This creative flexibility, provided by the underscore, captures the essence of “Healing Branding”. By incorporating brand value icons into the logo design, the brand not only enhances its visual identity but also contributes to a sense of well-being, fostering healing and improving the quality of life for patients.
Colors are essential elements that reflect KS_B’s identity and ensure consistency across all visual communications. BNW and bodin.consulting selected Blue, symbolizing spirituality, tranquility, and the Canton of Aargau, and Orange, representing energy, warmth, and vitality, as the primary colors. The secondary colors, White and Gray, offer balance and clarity. Together, these colors effectively communicate the brand’s values and create a cohesive identity.
Intelligent typography examines the connection between a typeface and the message it conveys. BNW has chosen two complementary typefaces — Gotham as the primary and Arial as the secondary — to ensure both symbolism and functionality at every level. Both typefaces are available in German, as well as in English.
The new visual identity of KS_B is conveyed through a comprehensive brand toolkit, including the proprietary logo and typography, signage, stationery, and various promotional materials.
