Branding a medical practice: A reflective visual identity for a waterside surgery


Porter Brook Medical Centre

Porter Brook Monogram Wave


Porter Brook Medical Centre is a leading GP medical practice based in Sheffield. With growing competition and an outdated brand identity, new branding was needed that would modernise and distinguish the centre and be quick and easy for staff members to reproduce.

Branding a medical practice: Logo


The centre is named after the river that flows through Sheffield and alongside the practice and this served as the inspiration for a new sophisticated identity.

Porter Brook Medical Centre Stationery
Porter Brook imagery 01
Porter Brook imagery 02
Branding a medical practice: Imagery
Porter Brook flyers


A simple reflected monogram was created as a shorthand for the centre and an imagery and icon style inspired by ripples was developed. Finally, to keep things truly local, a typeface literally designed and ‘made’ in Sheffield was chosen.

Branding a medical centre: Porter Brook font
Branding a medical centre: Porter Brook font
Medical Practice Rebrand: Icons
Porter Brook Medical Centre guidelines


– Visual identity
– Brand guidelines
– Printed collateral