logo, branding

Novel Healthcare

PROBLEM

This Washington-based healthcare provider needed a fresh coat of paint. They had a vague idea of what they wanted, but needed direction to help align their brand with their goals.

Solution

Craft a visual identity that encompasses the client’s unique approach to healthcare, while also feeling familiar and trustworthy.

Brainstorming

Their original logo featured a light bulb and heart to represent connectivity between the mind, heart, and gut. The client felt attached to the light bulb, but was open to alternate ideas.

I eventually found myself drawn to the idea of a simplified person being part of the logo. It added a human element to the brand and evoked the idea of a healthy body and lifestyle. I also liked the idea of a spark or star—a nod to their services being new or “novel.”

Refining of Logo

The client liked the direction, but felt the logos they didn’t capture the core of their brand. They really wanted the logo to convey the idea of the mind, heart, and gut working together. At this point, I was a little stumped. I wanted the logo to be easy to understand and introducing too many ideas could create confusion.

After we reflected on their original goals, they agreed the style was a good fit but that we might be able to push the design further. Their favorite was the heart, so I created a few variants of that idea.

These options were closer to what they had in mind. They especially liked the concept with the person inside the heart. The “sun salutation” pose conveyed wellness in a subtle way that felt less literal than their original light bulb logo.

Then I was hit by a curve ball. The client admitted they were still preferred their initial lightbulb idea. In retrospect, I probably should have explored that idea more. After a bit of work, I created a lightbulb logo that effectively conveyed its meaning without looking complicated.

Conclusion

We then put ourselves in the shoes of the client’s target audience. Which logo would they be drawn to when looking for a healthcare provider?

It was a tough decision, but the client decided the heart option made more sense. The lightbulb looks nice but felt out of place and less familiar. Their audience is likely going to go with what they perceive as the safest option, so looking too unique might discourage some people. We went with the heart option and the rest is history!