The logo development started before we finalised the name, however the same kind of outcome applied to the new name.
After many different variations of the logotype (We opted for a logotype as it is consistent with other trusted medical brands, rather than using a logo mark).
Conclusion
We collectively decided that adding ornament to any part of the design would not bode well for the conceptual side of the brand; so a simple, well-kerned logotype was the final choice with no added flares such as the 'plus' or underlines. Choosing Aperçu by Colophon was down to it being an approachable yet trustworthy typeface that works brilliantly when accompanied by the modernist tendencies that will feature in the remainder of the design treatment.
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