logo design — art direction — design
Logo design for a new brand, making it the recognisable shorthand for all 3D printed casts in Australia.
The Brief:
ActiveCast™ is breathable, waterproof 3D printed protection for broken bones. The client approached me to rebrand this new technology for its Australian launch. They wanted to promote the benefits of ActiveCast™ by name and not 3D casts in general.
The only thing that will give them a point of difference once the product is available for franchise (beyond first mover advantage) is their brand. So, it was very important that the brand was strong and made people feel safe, special and proud.
Branding research
The products unique shape and form inspired some of the ideas
The process:
The product was unique and would form the inspiration for my approach to the logo. I started by deconstructing the closing mechanism and lattice design, to give me recognisable shapes to play with. This helped associate the device with the brand, a much-needed requirement. The logo or mark, needed to be flexible enough to work on a variety of different substances from paper and cardboard to plastic and resin.
Concept 1
Concept 2
Concept 3
The solution:
Concept one, focusing on the distinctive closing mechanism, was the winner. The client liked the idea that it reinforced the ideas of strength, innovation, and accessibility. Furthermore, it was felt that it would help people identify with the product. Stage two involved fine tuning, looking at colours and exploring application to the device.
