Urgent Care Redefined :: Identity Development

A logo should not only evoke the brand’s personality but also the company’s unique service proposition. Everything else, including the architecture that defines a brand should accomplish the same objectives.

As we set to develop a new identity for Concentra Little developed a framework to focus our exploration around the aspirational attributes that define this brand while maintaining as much of the equity Concentra has built over time. First we audited the existing logo and provided options for a new way of structuring their Brand Architecture so that Concentra can grow in an orderly way. Then we identified other industries as a frame of reference for a benchmark study in an effort to visually compare other logotypes. Finally, we grouped the brand attributes in discreet sets, each of which elicit a distinct stylistic approach and then we developed logo options in order to visualize each of these concepts. The following are the themes: 1. HUMAN TOUCH & FEELING 2. MEDICAL & QUALITY 3. URGENCY & ACCESS The next step in the development of this new identity for Concentra will be to refine the presented options so that we can delve into an in-depth color studies and specific logo applications.

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Existing Logo Audit Brand Architecture Logo Benchmarking Brand Framework New Logo Studies