The European Transcultural Nursing Association (ETNA) is a professional organisation focused on advancing the field of transcultural nursing across Europe. Its aim is to promote an understanding of cultural differences and their impact on healthcare, with an emphasis on providing culturally competent care to diverse populations. ETNA works to enhance the knowledge, skills, and attitudes of healthcare professionals by offering education, research, and networking opportunities related to transcultural nursing.
Transcultural nursing itself involves understanding how culture influences health behaviours, attitudes towards illness, and the provision of care. The association encourages healthcare providers to consider cultural factors in their clinical practice and work towards reducing health disparities among different cultural groups.
ETNA plays a key role in fostering collaboration among nurses and other healthcare professionals across Europe, promoting research in the field, and advocating for the integration of cultural competence into nursing education and practice.
The brief
To modernise the logo and overall branding of the European Transcultural Nursing Association (ETNA) to reflect its commitment to diversity, cultural competence, and innovation in healthcare. The new branding should resonate with both current and future generations of healthcare professionals, creating a fresh, professional, and inclusive image that aligns with ETNA’s core values and mission. The new logo must also be a natural evolution of the existing one, so that it can be both recognisable and true to its origins.
Existing logo and transformation
The rebranding of the European Transcultural Nursing Association embodies ETNA’s modern and pioneering vision while honouring its heritage, ensuring a seamless and natural evolution.
Here are the key design elements:
Font and Text Styling
- The old logo adopted a combination of serif and sans-serif fonts, with some italicised text, giving it a traditional and somewhat complex appearance.
- The new logo adopts a clean, modern sans-serif font, making it more professional and minimalist.
Colour Scheme
- The old logo utilised multiple colours: blue, yellow, and grey. Some letters in “European Transcultural Nursing Association” were highlighted in yellow, making the text somewhat cluttered.
- The new logo simplifies the palette, primarily using blue and charcoal. This enhances readability and creates a sleek, contemporary aesthetic.
Graphic Elements
- The old logo included a jagged, hand-drawn mountain range integrated with the text. This symbolised Mount Etna, in keeping with the acronym ETNA.
- The new logo refines this concept, using a smoother, more abstract mountain curve. This gives it a more polished and professional look while maintaining the geographical reference.
Logo Structure and Layout
- In the old version, the text was arranged in a horizontal format, with the mountain lines incorporated into the background.
- The new logo places “ETNA” centrally and prominently, with the mountain graphic positioned above it, creating a more balanced and visually appealing design. This is the main logo. A secondary logo has also been developed which recalls the structure of the original logo.
The revised logo is modern, sleek and professional, making it more versatile for both digital and print whilst retaining its heritage with the adoption of the symbolic mountain design recalling Mount Etna.
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