Logos take a huge part in company’s branding process. They help build identity that will, hopefully, evoke positive emotions in your consumers’ minds and bring your business head and shoulders above your nameless competitors.
This article will tell you about the benefits of branding your medical services by giving your company a great logo (and believe us, you need a great one).
You need to give your company a good face and you need to do it now
Many assume that the healthcare market isn’t suited for marketing and, generally speaking, doesn’t need it.
But the difference between treating 15 patients a week and 15 patients a day seems huge enough.
If you are new in town and want to see a gastroenterologist, the quickest way to do so is to hop into Google and check the available options in your area. But if the search results show 6 different practitioners, which one should you aim for? Most of them look the same– no logo, just some name with an M.D in front of it.
People care about trustworthy and established services – and a logo is the best way to evoke these emotions.
6 rules of creating a successful medical logo
Logos used in the healthcare market heavily differ from those used in other niches. And no wonder – medical logos should evoke feelings of care and security, working both consciously and subconsciously. Playing the right emotion card can decide about the success of your company Take a look at some practical tips and insights below.
1. The logo should be about you
For starters, if you care about creating a logo that will actually make a difference and convince the patients to visit you (and give them a reason to come back), it needs to say something about you and your medical business. Sounds pretty obvious, right?
Well, truthbe told, creating a single image that is to sum your company as a whole is one of the hardest things out there.
Ask yourself this, “what does my business stand for?” Start with the facts that summarize your practice. What is your specialty? Are you a general practitioner, or a cardiologist? Are you in charge of a clinic, or are you running a one-man company? Narrowing down your “micro niche” (in marketing terms) will help you decide what kind of elements and imagery should be implemented in your logo. Take a look bellow:
Even without context and the typeface included, it’s pretty easy to guess what the logo represents. The symbol of a vial is closely tied to med labs or scientific facilities. The “cold” look evokes the emotion of professionalism and technological advancement.
2. It should be tailored to your clients’ needs
What kind of benefits can you offer to your clients? Why should the patients choose you over your competition? Although this particular task might seem difficult at first, try brainstorming every single detail that could be worth sharing with your patients. Are you an experienced M.D with years of experience in pediatrics? Or perhaps you’re just starting a new outpost and want to offer your patients cutting edge medical technology and research?
People are exposed to hundreds of messages every day, so your logo should be memorable enough to catch their attention. It should contain that fundamental value that is important for THEM, specifically. For example, if you’re treating lower-income patients, you generally don’t want your logo to look too expensive.
This veterinary logo perfectly establishes the key value presented in its name – the harmony, care and attention that are provided for pet patients. Using the antagonistic cat and dog symbols is a simple, yet effective way of communicating these key values.
3. Simple means memorable
The most recognizable medical logos are usually simple, straight to the point and effective – just like any medication should be. Create something that can be described in a few short sentences. It’s the best way to ensure, that your logo will be memorized by your typical, 60-yeard old patient who is treated for not one, but many intercurrent diseases.
As a rule of thumb, it’s a good idea to rely on simple shapes and lines. Round objects and circles are generally more pleasing to look at and evoke feelings of comfort and care. If your logo seems cluttered and messy, reduce the number of elements until you can’t subtract anything else so that your “idea” and fundamental value remain intact.
Take a look at examples below:
This simplistic logo is easily recognizable due to a few straight lines forming an electrocardiogram line. It would be quite difficult to confuse the company with anything else other than healthcare.
In this example the company focused on round shapes and curvy edges forming an image of a capsule. The logo is pleasant to look at, triggering positive emotions.
4. Choose the right set of colors
When it comes to logos, the less usually means the better. Very rarely do you see a corporate image lit up with different colors beyond recognition – and for good reason. Too much information creates chaos and makes it extra difficult to memorize all the details. As a result, the logo becomes useless.
This is why it’s a good idea to stick to 2, or 3 colors.
Medical logos are usually based on specific group of colors and tints, such as different variations of blue, green, white or pink. Their job is to create a sensation of comfort and relief. Color psychology is a powerful tool of non-verbal communication. Tints and shades operate on subconscious levels, influencing our emotions and moods.
The blue tint used in this logo speaks about peace and security. What’s more, it evokes feelings of reliability and responsibility, so crucial when it comes to nursing and treating ambulatory patients.
In this example the designer explored various shades of green, appealing to our sense of balance and harmony. Moreover, a leaf-based “organic” design, familiar to the core customer of Green Pharm, who buy organic products on weekly basis, commands the attention from the right people. Color’s heavy ties to nature and the notion of renewal are perfect matches for the healthcare market, such as pharmacies (as in the example), cosmetology, or physiotherapy
5. Don’t use more than 2 typefaces
Stick to no more than 2 typefaces to avoid visual clutter. Restricted number of styles used will make the font stand out, making it easier to memorize by your clients.
The sharper and “more edgy” your typeface is, the more dynamic and “aggressive” your brand seems to appear. Unless these are the emotions you want to elicit, explore more neutral and softer options. Generally speaking, a medical typeface should be calm, triggering the sense of relief and stability. An agressive font would be more suitable for a spicy restaurant or a sports photographer.
The soft and curvy edges of this typeface evoke the sense of benignancy and calm. No wonder, the presented company deals with patients suffering from various cardiovascular illnesses – stability and peacefulness of this image strike just the right tones.
6. Make your logo resizable
There’s nothing more amateur and off-putting than logos that look terrible when you rescale them. Bear in mind, that your company’s image will be printed on every, single piece of available marketing material: posters, brochures, cards, pens, you name it.
Heck, the logo could even land on your personnel’s uniforms and aprons. Your patients will be exposed to it while sitting in your clinic’s waiting room, browsing through your leaflets, or while visiting your website. You need to make sure it looks good, no matter the size. All the elements should be recognizable and distinct.
Logo is the face of your company – the single, most important piece of marketing material you could have. Healthcare business is the same as any marketing niche out there, because they are all about attracting the right people. Appeal to them, by designing a logo according to the tips mentioned in our article:
- The logo should be about you and your company
- Tailor it to your clients’ needs
- Make it simple
- Choose the right set of colors
- Limit the logo to 2 typefaces
- Make it resizable
Bear those rules in mind, while hiring your logo designer. Make your practice more competitive and hire professionals, who will get the job done without the risk of throwing your money away.