We were asked to design a logo for the chosen name, Inside Oncology. In our discussion prior to beginning the design process, one of the partners told me “…we help oncology pharmaceutical companies traverse the maize of research information, and give them straight answers.” The word maize caught my attention.
We chose a somewhat playful, hand-drawn spiral to represent the dizzying amount of information, and then added simple breaks in the spiral to suggest the maize. The client had suggested blue as a color, but we experimented with a number of colors, and the client ultimately selected a bold, bright red.
Typographically we chose Helvetica Neue Light as the brand font. This clean, open sans serif enhances the contemporary look.