The client asked us to create a visual identity for the new business. We started out by studying how best to present a medical office in the fields of orthopaedics and traumatology.
We examined online content in this specialist area and looked to see how they generally present themselves. We went on to research Swiss design history for medicine, pharmaceuticals and chemicals.
The artwork employed clear and very subtle colours. The approach to the logo was inspired by the delicate balance of the spinal cord; so stable, so strong, and yet also so fragile.
Linking up with Swiss design history, the choice of font was of fundamental importance. We deliberately chose typesets without any untoward daintiness, like Helvetica and Akzidenz Grotesk
We also however wanted to an original historical line and drew on an aesthetic Helvetica graphic as this was before being digitalised for new technologies. The old Helvetica, known as the Neue Haas Grotesk, was created by Max Medinger in 1957, with the help of Edouard Hoffmann and proposed by Haas’sche Schriftgiesserei. In 2004 Font Bureau Inc. of Boston engaged the noted typographic artist Christian Schwartz to digitally resurrect the Neue Haas Grotesk in its most authentic and pure form. So it was that the the Neue Haas Grotesk came to be chosen for the Spineticino business identity.
Linear and clear artwork was produced to develop continuity between business card, the headed paper, envelopes and stamps. The aim was make the quality of the logo stand out and, together with the font, make it easy to read the documents and identify the studio, thanks to a light and minimalist design style.