Customer:
"We need a video for our reception area — one that displays information about our center and services, while also ensuring our visitors don't get bored"
Old logo
The old logo had a number of shortcomings that affected
its perception and communicative effectiveness.
its perception and communicative effectiveness.
The old logo had a number
of shortcomings that affected
its perception and communicative
effectiveness.
of shortcomings that affected
its perception and communicative
effectiveness.
1. Outdated Brand Perception
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
2. Cold Color Palette
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
3. Outdated Typography
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
1. Outdated Brand Perception
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
The central figure — a seated woman with her head lowered — evokes ambiguous emotions such as sadness, suppression, or anxiety. The imagery lacks clarity and fails to communicate a sense of support and reassurance.
2. Cold Color Palette
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
The primary cold purple tone feels insufficiently warm for communication in the women’s health sector. A sense of trust, empathy, and care is especially important in a medical and psychologically sensitive field.
3. Outdated Typography
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
The current Art Deco–inspired typeface creates a feeling of distance and chronological stagnation. It does not support a contemporary brand positioning and performs poorly across modern digital formats.
The combination of these factors highlighted the need to refresh the visual language in order to communicate with the audience more emotionally and accurately, while conveying confidence and care.
The combination of these factors
highlighted the need to refresh the
visual language in order to
communicate with the audience more
emotionally and accurately, while
conveying confidence and care.
highlighted the need to refresh the
visual language in order to
communicate with the audience more
emotionally and accurately, while
conveying confidence and care.
New logo
try sitting
like that!
like that!
The silhouette was reimagined with an emphasis on visual fluidity and soft lines to create a modern yet warm identity that reflects the center’s mission: to be a place where women feel respected and safe.
The figure is constructed using the geometry of an equilateral triangle.
The seated female figure remains the foundation of the logo, serving as a symbol of inner harmony and self-care.
The silhouette was reinterpreted with an emphasis on visual fluidity and soft lines, creating a contemporary yet warm image that reflects the center’s mission: to be a place where women feel respected and safe.
The arch shape evokes the idea of a heraldic shield and protection, lending the logo a sense of prestige, solidity, and cultural depth.
Overall, the mark conveys the organization’s mission: to help, support, and guide.
An additional graphic mark enhances the flexibility of the visual identity and can be used as an icon, emblem, or marker across various applications.
An additional graphic mark enhances
the flexibility of the visual identity
and can be used as an icon, emblem,
or marker across various applications.
the flexibility of the visual identity
and can be used as an icon, emblem,
or marker across various applications.
A geometric sans-serif with a human character was chosen — an important quality in the healthcare field. Based on simple geometric forms, the typeface feels approachable and non-aggressive. Its neutrality and versatility make the visual identity cohesive and adaptable across contemporary media.
Google font for web and print
Arch
Gradient
Circles
Pattern
Printings
MADEZ is a medical center offering a broad range of services, including diagnostics, genetic counseling, and programs for men.
To expand communication with the male audience, the visual system was complemented with a more rigorous and technological accent while preserving the brand’s overall integrity.
To expand communication with the male audience, the visual system was complemented with a more rigorous and technological accent while preserving the brand’s overall integrity.
MADEZ is a medical center offering
a broad range of services, including diagnostics, genetic counseling, and programs for men.
To expand communication with the male audience, the visual system was complemented with a more rigorous and technological accent while preserving the brand’s overall integrity.
a broad range of services, including diagnostics, genetic counseling, and programs for men.
To expand communication with the male audience, the visual system was complemented with a more rigorous and technological accent while preserving the brand’s overall integrity.
The DNA strand is a visual marker of modern medical technologies and scientific approach.
The feminine identity was preserved
while making the space more inclusive.
while making the space more inclusive.
We preserved the feminine identity
while making the space more inclusive.
while making the space more inclusive.
