Signature Roughs

A basic signature using the Archer typeface in italic with the tag line below and to the right. The light blue and the italic are friendly, but it's also professional enough to trust.
The medical

The signature uses a rounded typeface that is also very friendly and the all caps says we mean business.

 The two protective and supportive bands sit together in symmetry.

 

Here the two bands are not as rigid and geometrical. And the combo is paired with the italic slab serif instead of the rounded sans-serif.

The hand is both in control of the ball and there to catch it. The tagline strays from the brand, but it's still about quality care.

The letter "C" with a medical plus sign affixed to the bottom right that signifies health care.

The C at the beginning becomes a kind of halo or protector of the word while retaining enough of itself to read as the first letter.

The letter "C" cradles the remaining letters of the word "Celenus" within itself protecting them and offering them support.

Celenus is held aloft by two strong pillars representing strength and a bridge.

The three rings symbolize the tagline's core values of "affordability, quality, local".

The medical care symbol is suspended at the top of the "l" meeting up nicely with the serif.

The medical care symbol is in the background of the first two letters.

 

One ribbon wraps and protects the orange wall and the blue circle is the same size as the type.

This is an abstract symbol of two varied ribbons wrapped around each other. It appears in some of the other marks, but this is a flat perspective.

Mood Boards

The Research for this company was difficult and I wish I had pushed it. I never felt really comfortable knowing exactly what Celenus sells or who they sell it to. But there was a lot of helpful information gathered in regard to their current identity system. It was also helpful to see the competition and develop a differentiation plan. There was also a lot of philosophy mentioned in the annual reports that gave a good sense of who the company was.

This research board attempts to clarify the research and form a plan of action for the direction of the identity. The three big ideas are expounded in the three mood boards. This is also where the name change is recommended.

This board is approachable and helpful, but also professional enough to garner respect. All three of the boards are minor shifts on similar ideas. My hope was that the subtle differences would be enough for a person to select their preference.

This board is a little colder than the other two and tries to strike a more professional angle.

This last board is the friendliest and really more of what I was aiming for with the strategy. It was chosen as the direction for the identity, but I gave my all to the other two as well.