Main brand identity: October 2023
Sub-brand identity: February 2024
Sub-brand identity: February 2024
здоровье
Updating the brand identity of the multidisciplinary "Здоровье" clinic in line with its positioning:
— leader in healthcare;
— largest private outpatient clinic in the Moscow region, providing medical care in all major areas;
— a clinic trusted by more than 360,000 patients.
— leader in healthcare;
— largest private outpatient clinic in the Moscow region, providing medical care in all major areas;
— a clinic trusted by more than 360,000 patients.
Creation of a brand identity for sub-brands in the areas of dental care and pharmacy.
Reflecting the character of the company:
— caring;
— ambitious;
— modern and bold;
— bright and extraordinary.
A special request was to keep the poppy flower in the logo.
Reflecting the character of the company:
— caring;
— ambitious;
— modern and bold;
— bright and extraordinary.
A special request was to keep the poppy flower in the logo.
objective
The font part of the logo is made in bold capital letters. This shows the clinic’s fundamental strengths: the extensive experience of its doctors and its serious technical base.
The descriptor with spaced-out letters adds "air" and lightness.
Harmony in the logo is achieved through balanced proportions and pedantic grid construction.
Harmony in the logo is achieved through balanced proportions and pedantic grid construction.
logo
Emerald is a precious stone that combines many shades of cool undertones in its shimmering hues. We found the perfect one for our brand identity concept. Combined with red, it makes the logo restrained and premium, yet attractive and friendly at the same time.
In harmony with emerald green is a shade of red—magenta, Pantone’s color of the year for 2023, which we have reimagined as a lighter, fresher, original shade. The combination of unusual natural shades makes the logo noble and metaphorically sensual — it makes you want to touch it.
color palette
A distinctive feature of the clinic’s logo prior to the redesign was a realistic poppy flower, which the clients wished to retain.
After our reinterpretation of the symbol, the poppy flower, beloved and recognizable to patients, literally comes to life, transforming into a charming brand character. It smiles and transforms, lifts spirits, and serves as a bright accent.
trademark
The concept is based on rethinking the current logo and expanding the boundaries of possible applications for the brand symbol.
The poppy flower begins its life in a new version and appears on most brand style media—in 2D or 3D versions. The outline image of the flower is used as a frame and also appears in the brand pattern.
The poppy flower begins its life in a new version and appears on most brand style media—in 2D or 3D versions. The outline image of the flower is used as a frame and also appears in the brand pattern.
Monochrome gradients in various designs add dynamics and complement the background on media.
brand identity
The name of the direction is written in the same font and size as the main logo. The graphic techniques are also saved.
Visual separation is achieved by changing the colors of the directions. At the request of the clinic’s management, we created a unique brand color for each sub-brand. Before the redesign, the color of the dentistry department was basic purple. We slightly updated the shade and adapted it to different media.
Dental care
The visual design principle for the "pharmacy" direction is the same as for the "dentistry" direction and other sub-brands of the clinic.
The concept is based on the introduction of a lighter shade of the company’s primary color. Using shades of the same color with varying degrees of saturation in the palette simplifies the process of implementing the identity—a solution suitable for a sub-brand that actively uses a large number of branded media.
pharmacy
