Logos and branding
Please see below some of my selected projects
2nd faculty of medicine
University faculty
My role
Brand strategist
Graphic designer
The 2nd Faculty of Medicine is one of the premier medical schools in the Czech Republic. It is located in Prague and is affiliated with the renowned Charles University, which is one of the oldest universities in Europe. The faculty offers a comprehensive range of medical programs, including undergraduate and postgraduate studies, as well as research opportunities in various medical fields. With a focus on excellence in education, research, and healthcare, the 2nd Faculty of Medicine of Charles University plays a crucial role in training future generations of healthcare professionals and advancing medical knowledge and practice.
The problem and brief
The visual style has never been properly unified and designed for modern communication and lacks legibility.
I have been hired to create a unified visual style including logo, development of an electronic and printed brand manual and list of templates for mercantile and documents in both Czech and English language unless otherwise specified.
The solution
Respecting the rich history of the faculty and its original logo, I decided to retain the symbol of the pelican with one chick, as it holds significant symbolism. The color chosen for the new logo is derived from the original, symbolizing vitality, energy, and passion, which are qualities relevant to the field of medicine. To comply with university guidelines, the faculty logos are required to be in circular form. I removed the thick black stroke around the logo and opted for a dotted version to create a lighter feel. Additionally, I selected a bold typography, crafted that year by Czech author Vojtěch Říha from the Superior Type studio.
My tools
Illustrator
Photoshop
InDesign
The brief list
• Workplace logo template • Letterhead + envelope • Faculty document (Measures, record, faculty document with and without cover page) • Business card • A4 folders • PowerPoint presentation • Information poster, conference presentation poster • Event banner • Advertising materials (e.g., brochure for foreign applicants, brochure for Czech applicants, brochure "Information about the admission procedure") • Employee ID card • Building orientation system (Orientation boards, arrows, door signs, door number, name. Optionally: department name, group names, people's positions, including opening hours) • Invitation to faculty event (concert, conference, etc.)
Data collection and research
The pelican legend
According to the legend, there was a pelican residing in the courtyard of the faculty building. This pelican was said to have a healing touch, and students would often seek its presence for good luck before exams or important medical procedures. It became a symbol of hope and healing within the medical community, representing the compassionate and caring nature of the faculty's work. Though purely mythical, the legend of the pelican continues to inspire students and faculty alike, reminding them of the importance of empathy and dedication in the field of medicine.
The 2nd Faculty of Medicine is a continuation of a long tradition of medical education dating back to the founding of the university. The pelican was in the emblem of one of the four founding faculties, specifically the medical faculty, as evidenced by the large coat of arms in the Karolinum auditorium.
In the emblem of the First Faculty of Medicine the pelican feeds three chicks at once, whereas in the 2nd Faculty, it feeds only one. This might suggest the intimate atmosphere and focus on individualized education at the smaller faculty, where often one teacher dedicates themselves to just one student.
The logo history
In 1953, the Faculty of Medicine was divided into three: the Faculty of General Medicine retained the historical emblem with a pelican and three chicks, the Faculty of Pediatric Medicine adopted a historical relief of a "peeing boy," and the Faculty of Hygiene adopted a snake depicted in the shape of a heartbeat line.
In 1990, the faculties were renamed to 1st, 2nd, and 3rd. At that time, Jozef Soukup created a new logo featuring a pelican with one chick in a historical style. However, there was no manual or unified visual style, resulting in various color versions of the emblem. With the increasing demands of modern communication, the faculty decided to modernize.
"Peeing boy"
Fundamental characteristics
Researching various pelican logos. I realized the importance of ensuring not to evoke a sports-related aesthetic.
Color
In the original logo, red stands out as the predominant color next to black. Given its symbolism of vitality, energy, and passion, all of which are relevant to the field of medicine, I chose to build on its power. As mentioned earlier, many different color versions were used in the past due to the absence of a unified style. The shade I used was the one most commonly found across materials produced by the faculty.
Typography
With the logo already carrying significant symbolism, I aimed to match its strength with the typography. I was looking for a statement font. Just the right amount of confidence while leaving enough room to breathe. Like a brilliant doctor with exquisite bad site manners. Additionally, I wanted a font crafted by a Czech designer to honour the University heritage.
Wide font symbolizes stability, strength, and trust. As it is broader and fuller than other font types, it can appear robust and firm, evoking impressions of reliability and security. This characteristic can be leveraged in logos and designs to reinforce a sense of solidity and credibility.
I found exactly what I needed: a font released that same year by the Superior Type studio. Its sharp yet elegant shapes were later used to refine the symbol's final details.
Hrot (apex) by Vojtěch Říha
Hrot has grown up from the soft aesthetics of 1950s Swiss and German airline posters. It is a versatile sans-serif family with eighteen distinctive cuts. Works perfectly in elegant headlines and gives strong impact to logotypes.
All characters have wider drawing, which makes them pleasant to read in all sizes and media. Sharp ended serifs are surprisingly combined with rounded shapes. Select thin or black style, whole structure breathes air and radiates simplicity.
When humanism meets geometry, the result is always unique personality. And Hrot is the living proof.
Secondary font
Additionally, for broader faculty use, a secondary typography was required. This font had to be selected from the MS Office package. With the same mid-height as the main font, I selected the Corbel font.
Finding the shape
Vectorization
The symbol
I derived the logo's symbolism from its historical origins, borrowing shapes from a statue located in the lobby of the 2nd Faculty of Medicine. To ensure usability and timelessness, I leaned into the logo design best practices. Given the object's complexity, I utilized negative space to avoid excessive detail. By that I can ensure clarity even with its demanding range of applications. I finalized the logo's details and shapes to harmonize with the curves and apexes of the chosen font.
Changes
The faculty approved the logo with one change: altering the typography's native period from a square shape to a circle. They felt that since I used circles around the symbol, a circular period would be more cohesive. I found this to be a good pint (pun intended) and made the adjustment accordingly.
Typography's native period
Adjusted period
Logo versions
Horizontal version – CZ
Horizontal version – EN
Vertical version – CZ
Vertical version – EN
Short version – CZ
Application
Letterhead paper
Envelope
Business cards
Employee cards
Application
Stamp
Embroidery
Polo shirt
Sweater
Button pins
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Sustainable development
Government department
My role
Brand strategist
Graphic designer
The Government Council for Sustainable Development is an expert advisory body operating within the Office of the Government of the Czech Republic. It consists of eight committees (which further characterize its activities) for:
socio-economic development | strategic management, analysis, and implementation of sustainable development principles | landscape, water, and biodiversity | sustainable energy | sustainable municipalities | sustainable transport | education for sustainable development | coordinating the Czech Republic's positions on sustainable development.
The problem and brief
The brief was for modern, simple logo, that succinctly expresses "sustainability." Their work focuses on economic, social, and environmental development, which they want to reflect in the logo. They aim for a simple yet distinctive design that sets them apart from other similarly focused entities and facilitates their identification on social media, the internet, and promotional materials. They asked for united 4 versions:
- Rada vlády pro udržitelný rozvoj
- RVUR
- Odbor pro udržitelný rozvoj
- Udržitelný rozvoj
The solution
Given a very limited budget, I focused my research efforts primarily on the closest competition rather than conducting extensive external research. I aimed to create a logo that references the Czech state, economy, ecology, and sociology. Drawing inspiration from the linden tree, a national symbol known for its heart-shaped leaves, I aimed to capture its significance as both a national and social emblem. To encompass the last missing aspects, I incorporated another botanical element with heart-shaped petals: the Aurinia saxatilis, commonly known as "Basket-of-Gold," symbolizing economic prosperity. This perennial, persistent, plant reflects the idea of sustainability, aligning with the logo's broader themes.
My tools
Illustrator
Photoshop
InDesign
Symbolism and reasoning
Aurinia Saxatilis
The Aurinia saxatilis, commonly known as Basket-of-Gold, is a low-growing, perennial, and hardy plant characterized by its early spring clusters of bright yellow flowers. It is the only species of the Aurinia genus that grows in the territory of the Czech Republic. It is often cultivated in various forms, including rock gardens in gardens.
Color
I chose yellow not only as a color of gold but for the symbolism of optimism, energy, and intellect. It can also represent warmth and friendliness, which are qualities that are desirable for a government council seeking to engage with its constituents in a positive and approachable manner. In addition, grey is associated with neutrality, balance, and sophistication. It can convey a sense of stability, professionalism, and reliability, which are important attributes for a governmental body. Together, yellow and grey create a color palette that strikes a balance between vibrancy and seriousness, making it suitable for representing a government council that aims to be both dynamic and trustworthy in its endeavors.
Heart-shaped Linden
Aurinia Saxatilis
Typography
choose typography suitable for its purpose: easily readable, recognizable, and formal. For these purposes, serif fonts are particularly suitable. The symbol is best complemented by a geometric font with equal stroke weight. I incorporated the specific serifs of this typography into the shape of the petals to create a cohesive and unified design.
Lexia
The font is designed specifically to address readability issues. The font's goal is to prevent certain potential dyslexic confusions (such as b and d, q and p) by slightly modifying standard shapes. It helps in more precise differentiation between characters with similar shapes or appearances.
Logo construction
Finding the shape
Vectorization
Logo versions
Government Council for Sustainable Development – CZ
The Office for Sustainable Development – CZ
Sustainable Development – CZ
GCSD – CZ
Government Council for Sustainable Development – EN
The Office for Sustainable Development – EN
Sustainable Development – EN
GCSD – EN
Application
Stationery
Thank you for swiping through my case study!
There is always more
If you have any questions or would like further details, feel free to reach out to me, and I'll be happy to chat.
Hartwig & Herleva
Firearms retailer and shooting academy
My role
Brand strategist
Graphic designer
The company, established only for couple of years, specializes in firearm retailing and training courses. Despite its lack of an established identity, it began gaining traction in the market.
The problem
The company lacked a defined brand identity, hindering its ability to stand out in the market and connect with its audience. Without a clear brand strategy, communicating its value proposition was challenging, impeding trust-building with potential customers. The task was to develop a cohesive brand strategy to address these issues and position the company for growth.
The brief
The objective was to develop a comprehensive brand identity, including naming the company, designing a logo and creating a cohesive visual identity that distinguished between the firearms business and the training courses branch.
The solution
Entering uncharted territory, I embarked on a journey of exploration and discovery. Immersing myself in the firearms community, I joined online forums, visited shooting ranges, and engaged in conversations with enthusiasts. This firsthand experience provided invaluable insights, which I complemented with quantitative research to validate my findings. Armed with this knowledge, I devised a dual-brand strategy to meet the client's objectives. Naming the gun-selling branch "Hartwig" and the training courses branch "Herleva," I ensured each brand resonated with its target audience while upholding consistency in branding elements like color, typography, and symbolism.
My tools
Illustrator
Photoshop
InDesign
The archetype approach
Archetype
Hero
The Hero archetype embodies qualities of courage, strength, and determination. It represents individuals who strive for greatness, overcome challenges, and inspire others through their actions. Heroes are driven by a sense of duty and responsibility to make a positive impact on the world. They often display leadership, bravery, and resilience in the face of adversity.
In weighing the options between the Hero and Warrior archetypes, I examined their key traits. While both signify strength and bravery, the Hero archetype goes beyond mere combat prowess. Heroes are motivated by noble causes, striving to protect others or uphold higher ideals. Conversely, Warriors often focus on martial skills and winning battles. However, it's important to note that clients purchasing firearms often see themselves as protectors rather than fighters, aligning more closely with the Hero archetype's ethos of safeguarding others. Ultimately, the Hero archetype represents a broader range of virtues and aspirations, offering a compelling symbol of inspiration and hope.
Names
Hartwig
Derived from the Germanic elements "hard," meaning "brave" or "hardy," and "wig," meaning "battle," Hartwig embodies qualities of bravery and strength. In Germanic lore, "hart" also refers to a deer, symbolizing agility and resilience. The name's masculine roots align with the assertive nature of the firearms business, conveying a sense of bravery and fortitude.
Herleva
A Germanic name with possible roots in "hari," meaning "army," or "era," meaning "honour." In Old Norse, it may be derived from "erla," meaning "noble." Herleva's feminine essence is captured in its connection to "her," signifying strength and leadership, and "erle," representing the alder tree, which symbolizes protection and growth. As the mother of William the Conqueror, Herleva carries a legacy of courage and resilience, making it a fitting name for the training courses branch.
Symbols
The names inspired me to choose the symbols for the brand. For Hartwig, I selected the deer symbol to reflect its meaning, conveying agility and resilience, while also symbolizing bravery and strength. For Herleva, I opted for the alder tree symbol, directly corresponding to the name's meaning, representing protection and growth, and evoking a sense of strength and nurturing. Additionally, I incorporated the shield element in both symbols to reinforce the idea of security and defense, aligning with the brand's focus on safety and empowerment.
Hartwig
Herleva
Colors
Drawing on insights from Mark & Pearson (2001), Johnson (2007), Frank & Gilovich (1988), Sabanovich (2008), and Labrecque & Milne (2011), the Hero archetype is best represented by red and blue logos, symbolizing authority, trust, power, and excitement. Dark logos with high saturation levels effectively convey the brand's attributes of courage, ambition, focus, and strength. This preference for darker tones finds validation in the logo design of Nike, a renowned example of the Hero archetype. Additionally, the color schemes of popular superheroes like Spiderman, Batman, and Superman, further reinforce the association between red, blue, and dark tones with the Hero archetype.
Logo versions
Hartwig and Herleva - full version
Hartwig and Herleva - short version
Application
Enamel pins
Enamel mug
Hartwig web
Herleva web
Thank you for swiping through my case study!
There is always more
If you have any questions or would like further details, feel free to reach out to me, and I'll be happy to chat.
CreativeC
Marketing and creative communication group
My role
Brand strategist
Graphic designer
Project info comming soon
Project coming coon
Thank you for swiping through my case study!
There is always more
If you have any questions or would like further details, feel free to reach out to me, and I'll be happy to chat.