PROJECT OVERVIEW

Medical Rehabilitation Associates changed their name to The Electrodiagnostic Center with the goal of positioning their practice
as the center for electrodiagnostic testing in their area.

BEFORE:

They realized they would need top-notch identity and marketing materials to promote the practice. Their logo, letterhead, and referral form (seen below), did not at all represent the professional, high quality services available at their practice. They realized that their current collateral was making a bad first impression.

The image above shows the original logo, letterhead, and referral pad for Medical Rehabilitation Associates. The logo was illegible, the letterhead was unorganized and unprofessional, and the scary skinless man needed to go.

Pictured below is the redesigned logo, letterhead, and referral pad for the Electrodiagnostic Center. Below are a few highlights:

• I based the new logotype on electrodiagnostic test results; the wave in the icon is recognizable by referring physicians.
• The client and I specified a bright white stock, for a clean look that makes colors pop.
• Used the icon from the logo screened back; it made a great design device to use on all of the other collateral, creating a consistent brand look.
• Changed the size of the referral pads, making them smaller and more manageable for referring physicians and staff.
• Added a bold blue to the reverse side of the new business cards with a reverse of the logo.
• Eliminated the scary, skinless man from all pieces.

The new look for The Electrodiagnostic Center.

THE PROCESS

Part one: Roughs

The first step in any design project is thumbnail sketches. I will typically sketch out dozens of tiny thumbnail drawings; putting any idea that comes into my mind onto paper. After producing page after page of thumbnails, I will go back and refine the logos that I feel have the best potential.

Typical sheet of rough thumbnail sketches.

Part Two: To the Computer

I next choose the thumbnails with the best potential to solve our design problem and scan them into the computer. Using a program called Adobe Illustrator, I will trace the icons and refine the artwork.

Part Three: Typeface selection

I have a thick binder full of typefaces; I will normally page through this binder and choose typefaces that match the project. After choosing a few dozen typefaces, I will type the logo name out on a page in each face so I can compare and choose the fonts that work best.

Part Four: Bringing it together

Back in Adobe Illustrator I will match the icons I created with the typeface that works best with them. This is a process of trial and error; I resize and arrange each icon in different positions around the typeface to find the perfect match. Once I am satisfied I move on to add color. I usually choose colors that match the mood of the project; typically these early color choices will change as I refine the logotype with the client.

PRESENTATION:

With the icons, type and colors in place I will print the logos for presentation to the client. I like to choose about three or four for them to review, in almost every case the client will be happy with one of the logos. Once we choose one logo design we will present that design again in a variety of color combinations.

IT’S A WRAP

With the final logo approved, I used the same process; roughs, computer work, present four designs, to produce the letterhead and other collateral. If you have any questions about this project or any other, please feel free to contact me using the feedback form on this web site.