The brand name 'Shift' derives from the gallery being in motion across the UK and is composed of the logo broken into sections and collaged to form the typography. I used existing illustrations of anatomy by 'Gray' due in part because of their beautiful detail and as a homage to the first branching of medicine into a context of illustration / Art. 

The brand identity holds strong tone and contrast to offset against the existing hospital branding of blue which is quite clinical and strongly associative with hospitals.

The logo was devised to reflect the existing associated cross motif with a further arm placed within the cross acting as the branch to which Art now resides within this medical environment.