Services
Brand identity, guidelines, website
Scope
Mark, wordmark, colour, type, imagery, guidelines
Year
2026
Tools
Figma
Orderly AGI records how paid, consenting staff handle linen, trays and trolleys in the staff-only rooms of NHS trusts and care homes, and licenses that data to labs training robots. The brand has three readers: robot-learning labs, NHS estates and governance teams, and investors. It also has to work on the door of a room where someone is being recorded.
Orderly is the hospital porter who moves linen, trays and trolleys between rooms. The mark is two corners closing a square: things kept in their place, and work handed from one side to the other. The buyers are scientists and NHS governance teams who distrust hype, so the system is quiet paper and ink. Patients and staff stay out of every picture, so the images are made of light.
The presentation board: mark, social, colour and type, imagery and a print campaign on one page.
The rationale board: what the mark means, the three versions, the wordmark before and after, and why each typeface and colour is there.
The route to the mark: objects, bars, animals and hands, then stepped strokes, ending in two corners that close a square.
The identity in use: tote, poster, app icons, cards, phone, wall sign, palette, a light field and the capture glove.
The mark on its 64-unit grid: stroke 12, square outer corners, fillets of 6 and two breaks of 6.
The mark, social, colour and type, and imagery, and how they work on posters, room signs and the recorder’s kit.
A short logo animation for films and presentations: the two corners close the square, then the lockup settles.
Paper and ink, with four greys between them. No brand colour.
Paper
Ink
Grey
Mist
Card
Board
Sora and Host Grotesk
Text and labels
