Tacet
BRIEF
To design the branding for a human-centered healthcare and medical device company.
Their founder, Nick, is a Human Factors specialist (grade: Principal), with his focus being on the medical device development lifecycle. What was most important to Nick was to communicate the human element of his business, with the user experience being paramount. Because of Nick's love and devotion to music in his personal life, we wanted his personality to feature prominently in the branding and decided to use music as the primary metaphor.
SOLUTION
During the naming process we talked around the idea of the music being the 'space between the notes', and the silences being equally as important as the audible elements.
"The space allows the notes to fully express themselves and allows the listener to fully experience it."
This idea links back to his company perfectly, as we wanted to shape the brand around the relationship between two entities rather than the entity itself, and how a rising tide lifts all boats. In musical terms a section of silent performance can be referred to as Tacet.
For the word-mark I used the idea of the spaces being equally as important, and so each character has a space following it, equal to its width.
For the icon I wanted to highlight Nick's focus on people working together, and their direct experience with their every day environment. To tick both these boxes I used the metaphor of hands - and in this case, two hands joined together. The musical stave has five lines, each hand has five digits, and the company's name has five characters, leading me to illustrate the hands icon around five lines - again, evenly spaced to give equal prominence to both the thickness of the lines and the spaces between them.
To give the icon an extra edge I weaved the fingers together in a way that's not possible in reality, with each finger overlapping the other. This is to not only to make the logo more iconic and memorable, but illustrates the idea of the whole being greater than the sum of its parts.
I rolled the design out across a full logo system including animated logo, brand guidelines, business stationary and website.
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Branding, Logo design, Animation
