Visualizing 'Utopia' in a 'Fun' Way
Utopia is an abstract concept. Past attempts to visualize it mostly picture an imaginative atmosphere with a futuristic cityscape with flying cars, unique structures, vivid colors and a bright sky. For Medutopia's utopia, however, that wouldn't be a relevant visualization.
The second most understandable way of expressing the utopia concept could have been along the lines of 'going up', 'reaching for the top' and 'being above everything'. We visualized this idea in a very subtle way by levitating the dot of the letter 'i' in Medutopia.
We also took the colorfulness of the classic world of utopia, and also used that to emphasize the 'fun' aspect of the brand. That's how the Medutopia logo took shape.