When Jake Bloom M.D was setting up his own plastic surgery practice he asked me to devise a distinctive logo that was based on his name or initials. His audience is both cosmetic and reconstructive surgery.
I started looking at other logos in the industry and discovered that a lot of similar businesses use body parts.
I started looking at various JBs.
I tried the obvious connection with the concept of 'blooming'.
Next I focused on the lines plastic surgeons draw on patients before surgery.
I loved this longer version of the logo where you can see an 'enhanced' version of the regular 'O'.
Taking a break from surgical lines I tried stacking the letters.
I kept coming back to the surgical markers. Fun fact: there is no set system for these markings as each doctor devises their own way of annotating patients. Interestingly the body/skin changes shape when lying flat in the operating theater so it is harder to know the correct repositioning of skin.
Just for fun I added this one into the mix - Jake couldn't use it but it made him laugh.
I needed to make the surgical lines concept smoother and more elegant. Funnily enough the design process directly mirrored the actual process it is trying to depict.
I tried a 3D effect to show layers of skin but decided against using it.
I produced a very minimal logo which had an upper case 'B' tripped down to a younger perter lower case 'b'. Jake liked this logo but thought it could be used for the surgery side of the business.
For the general, non surgery side of the business I started creating a matching logo from 'JB' that was also unique. I didn't realize what I eventually designed is pretty close to the initials Jake uses on medical documents.
Ta da! Jake wanted the final logo in a darker blue.