Healthcare Logo Rebrand

Timeline
July - August 2024
(4 weeks)

Role
Branding Design Intern

Tools
Adobe Creative Suite, Figma, Powerpoint

During my internship at Dongdao Creative Branding Group, I helped modernize the brand identity of several medium-sized companies. I designed new logos, created product mockups, and pitched my ideas directly to client companies. Below is a case study highlighting my work on the rebrand of a healthcare client, Ciming Health Checkup.

The old company logo

I analyzed 10+ user interviews that my design team had facilitated earlier in the year and focused on customers who were in their early to mid-20s.

I discovered that younger healthcare customers prioritized the modernity and trustworthiness of their healthcare, and who were interested in a sleek yet practical healthcare experience.

Drawbacks of the old logo

- The logo was not quite a circle, more like a flattened oval that made the entire logo a bit awkward to look at

- The logo didn’t scale well for promotional purposes- details in the lotus flower and small text were lost

- The font was clunky, sterile, and didn’t appeal to younger generations

Initial quick sketches where I limited myself to 30 seconds per logo

One-line sketches featuring lotus flower and person motifs

Experimenting with negative space and repetition of the lotus petal shape

I initially included the entire lotus flower in my designs, but after feedback from my team lead, I branched out into subtler representations of the lotus and began using its petals and negative space in my designs.

Adding gradients and more advanced lighting made the design look much sleeker

Different iterations of incorporating the lotus petals and the "C" motif into the word mark logo

After creating the flowery designs above, my design director pointed out an important point that I had previously overlooked- the previous designs were quite detailed and would not scale effectively. In my excitement to make the logo appear upscale and graceful, I forgot to focus on the company's main mission of direct and simple care.

I returned to a simpler design centered around the "C" motif of Ciming's logo. The final logo was inspired by the simple geometric intersection of two circles + a rectangle, representing the cyclical nature of health and wellness that the company embodies.

I made sure to preserve the main motifs of the old Ciming logo- the lotus, circle, and cycle motifs- in the redesigned logo.

Old design -> Main symbols -> New design

Final logo design, featuring sleek gradients and a modernized, lightweight shape design

Various iterations of the logo as a word mark

To help our stakeholders at Ciming imagine how this revamped logo could be used in real life, I created mockups of the logo being used in offices, on stationary, and even on medical vehicles. I pitched these logo and mockup designs to the Ciming stakeholders at the end of my internship, and the company is in the process of transitioning to their new logo in the next few years.

Medical facilities and waiting rooms

Mobile and desktop UI

Personalized stationary

Lab coat decals

Medical vehicle

Through my time as a branding intern at Dongdao, I learned how to work in rapid, 2-week design sprints with a close-knit team of designers. I gained a lot of technical experience with Adobe software and had a lot of fun bringing the logo to real life through mockups.

I also participated in multiple design critiques and strengthened my constructive criticism skills. Additionally, I honed my presentation skills by pitching to Dongdao’s executive team and our client companies.