# One network for mental health, in one image

In Centraal Gelderland, GPs, social care and mental health services work together on mental health. The national foundation was in place, a face in the region was not. We created the brand and built the website. People and system, in one line.

- **Occasion**: A new regional network
- **Client**: Mentaal Gezond Centraal Gelderland
- **Location**: Centraal Gelderland
- **Pillars**: Brand Foundation, Brand Design, Brand Platform
- **Made**: Brand Foundation, Logo and wordmark, Colour and typography, Shapes and icons, Imagery, Brand Guide, Design System, Website
- **Together with**: Michèle Buis, de communicatiechef
- **Online**: mentaalgezondcentraalgelderland.nl

> A brand that doesn't explain how care works together, but shows it.

### Brand Foundation

There was a national task, but no regional voice. We brought it back to the core: residents first, mental challenges are part of life, collaboration as the foundation. A different view. A different way of working.

### Brand Design

The shapes come from what is already there. The circle is the person, the square the system, the triangle the direction. A green dot falls over the wordmark, like the person within the system. Portraits in black and white, with a single green circle.

### Brand Platform

The website brings it together: for residents and for professionals, with the way to support close at hand. A Design System and a Brand Guide make the brand transferable for everyone who works with it.

![Black-and-white portrait of a smiling man with a green circle over it](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-beeld-cirkel.webp)
![The MGCG logo on white, purple and green](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-logo-vlakken.webp)
![Circle, square and triangle take shape, the green dot falls into place](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-loop-vormen.webp)
![The construction of the logo: the dot sits on the corner of the x-height and the m, the four lines fill the x-height, the clear space is the diameter of the dot](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-logo-opbouw.webp)
![The MGCG colours](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-kleuren.webp)
![Mentaal Gezond Centraal Gelderland by Merkbaar™](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-typografie.webp)

### A recognisable coherence

GPs, social care and mental health services speak with one voice. Logo, imagery, icons and website come from the same core: the dot that rings true.

### Our role

We designed the brand and built the website. Then we captured everything in a Design System and a Brand Guide.

### Why this works

A network is hard to explain. A brand that rings true doesn't need to. Residents see where they can turn, professionals see where they belong.

![MGCG billboard in the city: portrait with the green circle and the brand promise](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-billboard.webp)
![Two pasted MGCG posters on a concrete wall](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-posters.webp)
![MGCG mupi with a portrait, in green](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-mupi.webp)
![MGCG brand film: the dot falls over the wordmark, the promise, the shapes, the colours and the imagery](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-merkfilm.webp)
![MGCG billboard beneath a railway bridge, with sunlight and shadow](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-billboard-straat.webp)
![Tram in the MGCG house style, with the green circle and the logo](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-tram.webp)
![Two MGCG banner flags](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-vlaggen.webp)
![The brand promise appears line by line](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-loop-belofte.webp)
![Pasted MGCG banner on a wooden fence](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-banner.webp)
![Six framed MGCG posters](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-postergalerij.webp)
![Two framed MGCG posters on a concrete wall](https://merkbaar.nl/uploads/2026/11/mgcg-mockup-posterlijsten.webp)
![Book in the MGCG house style](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-boek.webp)
![Button with the MGCG logo](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-button.webp)
![Cotton bag with the brand promise and the MGCG logo](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-mockup-tas.webp)
![Pages from the MGCG Brand Guide](https://merkbaar.nl/uploads/cases/mentaal-gezond-centraal-gelderland/mgcg-brand-guide-spreads.webp)

Source: https://merkbaar.nl/en/mentaal-gezond-centraal-gelderland/ (Dutch original: https://merkbaar.nl/mentaal-gezond-centraal-gelderland/)