Background
A friend of a previous client reached out to me to design a logo and brand for a cardiovascular practice. They gave me free rein to experiment with the name "Mehta" and "heart"-related elements.
Opportunity
This was a rapid branding project for a scaling client. Based in California, it was an opportunity to expand my work in that region.
Timeline
1 Month, January 2016
Discovery
Initial Direction
The client suggested forming a heart shape with the "Mehta" letters. I explored:
- Cursive, fluid, and movement
- Stark red and black, contrasting
- Heart shape with a letter
- EKG lines
Examples and Insight
The client provided logo examples. The strongest ones shaped a specific letter into a heart.
Inspiration and Definition
Research and Themes
I researched the cardiovascular medical sector and identified key themes:
- Caring: Empathetic, soft, warm, hospitable, gentle
- Life: Pulse, movement, dynamic, flowing, continuous
Building Blocks
I translated these themes into design building blocks:
- Color palette: Bright red, steel grey, black
- Shapes: Circular, rounded
- Typography: Cursive, hand-written coupled with a sans-serif descriptor
Logo and Mark Sketches
Ideas
I sketched logo and mark variations, focusing on two concepts:
- "Heart"-shaped, "M" aspect
- EKG symbolism
Sketches and Digital Versions
I refined sketches with the client. We agreed the "M" heart shape best captured their vision, so I digitized selected concepts.
Four version batches reviewed with client.
Finalizing and Delivery
Potential Candidates
We narrowed it down to four candidates: two "M" heart shapes and two EKG heart shapes.
Finalizing
The client selected the first "M" heart-shape logo. I delivered the final source, social media, and print files.
The Outcome
I applied the final logo and mark to various mediums to test scalability and presentation.
