Dr. Gasser-Puck
Branding for a local doctor's office
Client:
Dr. Gasser-Puck
Industry:
Health & medicine
Services:
Branding, Print, Logo
Challenge:
Takeover of a renowned rural medical practice with new additional services (complementary medicine).
What we did:
Branding including design of various communication materials.
Result:
The fusion of traditional medicine and complementary medicine is clearly visible in the branding and brings a breath of fresh air to this rural medical practice.
Dr. Kerstin Gasser-Puck (Brixen im Thale, Austria) is a general practitioner with 23 years of practical experience and took over her father's renowned medical practice in 2017. In addition to regular family practice, she also performs activities such as nursing home care, plastering, and X-rays in her rural "mini-clinic." She also operates her own in-house pharmacy. Thus, Dr. Gasser-Puck ensures medical care in her region. The skillful combination of conventional and complementary medicine, as well as the high-quality care of her patients, are particularly important to her. To usher in the third generation, we were commissioned to create the branding. Dr. Gasser-Puck aims to retain existing (regular) customers and attract new, young patients. Modern, professional, and friendly branding should create a positive atmosphere and a sense of well-being among patients.
The logo symbol forms an intertwined "G" and "P" (Dr. Gasser-Puck's initials). The folded center section and the color gradients symbolize the harmonious fusion of classical medicine with modern complementary medicine. Round, symmetrical shapes and friendly, uplifting colors (green and yellow) contribute to a pleasant appearance.
The logo font Signika (bold and light) is very distinctive. Its slightly rounded ends support the rounded shapes of the logo symbol, thus also contributing to the positive look. The SSER-PUC spaces, in particular, were manually optimized to make the kerning, or letter spacing, appear more harmonious throughout the logo design.
The primary colors for the new branding are plant green, sunny yellow, and sea blue, and they appear rich, powerful, and full of radiance. Plant green and sunny yellow, in particular, evoke the positive healing powers of nature, radiating optimism, good humor, and positive energy. A study has shown that patients recover faster in rooms decorated in green. Pure white and stone gray, on the other hand, provide the necessary objectivity and seriousness required in medicine. Color gradients from sea blue to plant green to sunny yellow represent the constant change in nature and the intermingling of natural forces. The gentle blending of the different colors once again takes up the theme of the intertwining of conventional and complementary medicine.
The secondary colors for the branding are earth brown, moss green, raspberry pink, and sky blue. They are also characterized by a high degree of saturation, but appear somewhat more subtle and are also derived from nature. These colors are less commonly found in visual communication, but are intended to enable a more flexible yet harmonious use of colors in the future.
"What shall I say, everything was perfect. Very good consultation, a great logo and I didn't have to worry about anything. An all-round carefree package that I can really recommend. Many, many thanks for that!!"
Dr. Kerstin Gasser-Puck
The secondary stylistic elements consist of 8.3 times enlarged portions of the logo symbol. The logo symbol must be fully sloping on at least two edges of the surface to be designed, and the dark green center of the logo symbol must be visible. With their rounded shapes and subtle yellow-green color gradients, these design elements convey a positive mood, optimism, and, in turn, the gentle merging of conventional and complementary medicine. The varied placement of the secondary stylistic elements allows for flexible use of the branding. For example, there are different versions of the business card and the back of the letterhead. This flexibility brings vibrancy and excitement to the visual communication, which thus never appears boring.
In order to include a relatively large amount of information (address, opening hours, etc.) on the business cards and still make them appear professional and "airy and relaxed," we decided to use folding business cards that are not folded in the classic way, but instead have an asymmetrical fold that creates a very special effect.
The corporate design manual for this customer project can be viewed here.
Newsletter
Get inspired by latest client projects, news from the design blog, and gain exclusive access to goodies and promotions reserved exclusively for newsletter recipients. Sent out every two months. Sign up now so you don't miss a thing.