The University of Hong Kong, the HKU LKS Faculty of Medicine looked to refresh and unify their brand. Their previous logo had posed a series of typographic problems, while schools and departments under the faculty had all adopted different variations of the logo, resulting in an incoherent overview.
The new identity adopts a more straightforward typographic approach. A rational and contemporary system is established from abbreviating the faculty name into an acronym that can be used alone in short form and rendering the different schools and departments in bold type when in full form. The new identity maintains strong legibility no matter big or small, allowing it to transfer ideally across both print and digital usage.