The Brief
Flora’s purpose is to be gynaecological practice where everyone is welcome, regardless of gender, age, origin or sexual orientation. They accompany their patients throughout their entire lives – teenagers, middle-age and senior years. The objective was to represent this diversity of patients in different stages of life in a visual way, with a modern, minimalist and timeless brand. The image should make the patients feel comfortable and accepted. It should represent a place where patients have enough space and time in a personal atmosphere.
Client: Flora – Praxis für Frauenheilkunde
Role, Servicies & Responsibilities: Branding, Corporate Identity, Web Design, and Advertising and Communication Assets.
The Logo
The logo represents the union of two different people and the connection that these two can reach in the praxis. With its fluid form it feels organic, natural, friendly and close. The addition of both forms becomes a perfect unique form to represent how patient and doctor can work together to improve each other. Although different both complement one another. The movement reflects there is a continuous process and interaction between both independent parts.
The logo type balances the logo with a touch of stability, modernity, elegance and seriousness. The space between the letters reflects the spaces the patients have to be themselves.
Color
Color is a key part of the brand identity. Consistent use of the color will not only reinforce the cohesiveness of the brand, but color serves a psychological purpose by communicating certain feelings and values to the target group.
The turquoise is fresh, young and calm and it conveys stability and relaxation, it builds trust and strong relationships. Meanwhile the pink is warm, welcoming and comfortable, it brings a sense of softness, caring and playfulness. Their contrast complements each other showing the differences between people that balance in perfect harmony.
To reinforce the brand message of union between different people that fit with each other, these colors overlap to represent that connection
Typography
Brand Guidelines
See more at:
Location: Berlin, Germany
Date: 2020
Date: 2020
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