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ClinRad Logo and Brand Identity

Salt Design was recently approached by Clinical Radiology Specialists to develop their branding identity.

Our new client came to us with relatively no creative brief and a minimal idea of what they wanted . . . EXCEPT for the very definite request NOT to use blue or purple.

This was a totally new business venture in an already saturated local marketplace. Immediately we knew this would be a challenging creative brief – to design a brand which would stand out in the crowd!

Part of our brand development process is to research our client’s market space, investigating the branding and visual profiles of their competitors, local influencers and key stakeholders. It very quickly became apparent just why our client was particularly against the use of this colour palette . . . sooooo many competing brands featured blue or purple as their defining colour. And this was not just a stereotypical feature with the radiology industry, but across multiple medical-related industries!

Blue for you

From the perspective of communicating emotion through colour, using blue for the medical/health space is to some degree understandable as it conveys honesty, reliability and strength – all qualities we look for in our healthcare professionals. However, when an entire industry bases their brand on the same colour palette, it leaves limited capability to visually separate your brand from that of your competitors.

So – how do we create the visual brand for a totally new industry player that ensures they stand out from the crowd in such a homogeneous market?

Such a terrific creative challenge!

What’s in a name?

Our design development started with the Practice name – “Clinical Radiology Specialists”. While a good description of what the Practice did, it possessed little personality and no recall ability. What we needed was a name which was unique and stuck in people’s minds. A name which could provide a strong visual graphic mark (not a typographic essay!).

We created a unique new word by blending the first two words . . . ClinRad.

This single ‘word’ then lead us to the development of the typographic mark for the brand.

Breaking the mould

With blue and purple off the table, we had to find alternative colour combinations that tell the right brand story.

After detailed experimentation, we chose lime green, aqua and orange. Lime green conveys good health and positivity; aqua holds similar calming attributes as blue; and orange provides a striking discord. The combination of these colours embodies a modern and energetic brand palette. And most certainly breaks the mould from medical industry blues!

Creating a typestyle

Early in the design development process, we decide to retain the full business name “Clinical Radiology Specialists” as a supporting byline. This ensured clarity of the function of the Practice. Not only would the brand provide a ‘cool’ new word, it also instantly presents the explanation of what “ClinRad” does… Simples!

In keeping with the ‘hip’ name and edgy colour palette, we initially trialled typefaces that were a noticeable shift from the stereotypical norm used by their competitors.We developed two san-serif typestyles to distinguish the separate parts of the name. We referenced existing typefaces, then manipulated, styled and refined them to create a unique typographic mark with sharp angles and clean edges.

Working through case variations gave us a multitude of design solutions. However we wanted the typography to present how the name would be phonetically read (ie. how the name would be spoken when seeing the logo). By ensuring sufficient contrast in both typestyle and colour between the two word parts, we provided a visual guide as to how the name is pronounced.

Standing out in a crowd

Through considered choices and by pushing beyond the boundaries of what is the expected norm within the industry, we have created a truly unique brand identity for ClinRad.

salt-shaker-signoffBecause everything tastes better with a sprinkle of salt!
SALT.Shaker

 

Additional to brand development, we designed and produced start-up collateral, business cards, appointment cards, referral pads, shop front signage and poster advertising.

ClinRad Logo design and Brand identity

 

Turning big ideas into winning results // Brisbane State High School

At Salt, we’re known for great design – usually the end product is an A4 Report, brochure, business card, poster or pull-up banner.

So how excited were we when approached to design, print and install two HUGE murals in one of Brisbane State High School’s (BSHS) Sports Stadiums. What an amazing opportunity to show how design at any scale can inspire, engage and solve even the most challenging of briefs!

Changing a client’s brief

When first contacted, the brief was to design 26 x individual banners to be installed into a VERY large sports arena. However at the site inspection we quickly realised the walls of the stadium were already jammed-packed with ‘visual noise’ – acoustic panelling, basketball hoops, air vents, steel girders, loudspeakers, glass panels. The last thing these walls needed was even more stuff!!!

Instead, we proposed to design and create two eyecatching murals (one for either end of the stadium) which would draw everyone’s focus to the designs.

 

94 years, 26 sports and 2 corporate colours

The purpose of the banners from the original brief were to display and celebrate the School’s brilliant sporting achievements spanning over 94 years (1922-2016). Each premiership year in each sport (26 sports in total) was to be represented. Just how that could be done in a logical, eye-catching manner was a challenge in design planning.

A future-proofed design

The requirement for the murals is that they can be added to at the end of each year. Sports who have won their annual premiership will have the year added to their sport’s ‘honour roll’. Our design enables white vinyl cut lettering to be applied – with ample space for the School’s anticipated sporting excellence to continue in every sport for many years to come!

No photos please

Due to the potential limitations of using actual photographs within the design, our client requested that we find an alternative means by which to represent each sport. Planning for the longevity of the artworks (envisaging issues such as changes to uniforms, student privacy and potential copyright ownership of photographic images) lead us to opting for developing silhouette illustrations for each sport – some of which we added the School’s actual sporting uniform to provide even stronger visual links to BSHS.

“We are what we repeatedly do. Excellence, then, is not an act but a habit.” – Aristotle

Our design was based on a ‘layered’ image approach using the School’s corporate colour palette. Having already worked with the school, we understood their strong drive to encourange and empower students. So we added another ‘layer’ to the design by including motivational quotes which adds a sense of celebration of achievements and recognition that it is not about winning – but doing your best.

Getting the job done before the school bell

Timing for the production and installation of the murals was critical – the murals needed to be installed before the first day of school! We received final artwork approval two days before Christmas! Printing and planning for the installation took place during the first and second weeks of January.

Installation took a VERY long day. Planning was crucial as it involved hiring a specialised crane/lift which weighed less than the restricted requirements for the timber flooring in the stadium. Watch our video below to see how the day went…

The siren may have sounded – but the games have only just begun!

We are so pleased with the result! And even better is that our client is too! There is now a strong point of visual focus within the stadium – which reinforces the School’s visual brand and it’s vision for the School, its students and the entire school community.

Perhaps, as the clock counts down the last seconds of the next nail-biting game – it provides some winning motivation!

salt-shaker-signoffBecause everything tastes better with a sprinkle of salt!
SALT.Shaker

 

 

 

When the world is your oyster – you need to look as good as you taste!

We eat with our eyes, so it made perfect sense for our client Freycinet Marine Farm to approach Salt Design to refresh their corporate identity. You can view our initial re-brand project here!

Wide format print production

Once again, Salt Design’s wide format print capabilities have proven so valuable to our designs! We have recently printed a suite of menu signs for the counter display! We are so pleased to have replaced the old make-shift signs with these delicious-looking posters!

Printed on our Roland XR-640 Wide Format Printer, using BJBALL Rhino W/F PP White Film Solvent SB300 ensuring the menus are easily cleaned and will continue to look like new!

Recent accolades

Recently, Freycinet Marine Farm came second in the Tasmanian Tourism Awards. Recognised nationally and internationally, this prestigious Award is proof of our client’s quality products, business acumen and progressive approach to tourism.

Congratulations Julia, Giles and all the Freycinet Marine Farm Team!

Next challenge

We have loved our involvement with Freycinet Marine Farm so far! We hope to begin designing a new website for them in the new year. . .

salt-shaker-signoffBecause everything tastes better with a sprinkle of salt!
SALT.Shaker

 

 

Learning the right way to be a Wayfinder

AGDA Afterhours – Conversations with Despina Macris – 27 April

On Wednesday night our newest Salty team member (Gemma!), listened intently as Despina Macris, Managing Co-Director of Dotdash, presented a snippet of what it is like to be a Wayfinder.

Despina held the attention of the AGDA community as she described Dotdash’s creative process, the variety of professions which are employed to work together and the incredible projects her team has worked on. By the end of her presentation, it seemed everyone in the room wanted to adapt their Graphic Design career to become a Wayfinder!

Having a ‘scaffolding education’
To produce wayfinding systems that work well and stand the test of time, a range of professions must work to together; such as Visual communicators, Interior designers, Architects, Industrial designers and Urban planners to name a few. Despina pressed the importance of having a ‘scaffolding education’, which is reflected in the qualifications the team at Dotdash boasts.

Finding your way around Brisbane
Despina described a wayfinding system that I see on a daily basis, and am sure most Brisbanites would recognise – you know the yellow pedestrian street signs plotted around Brisbane’s inner city? This is a Dotdash award winning project! It is a Multilingual Pedestrian Wayfinding and Signage system produced for the Brisbane City Council. Have you ever noticed there are five different languages on each sign! FIVE! It’s a typographic nightmare, but necessary to help locals and tourists navigate their way around our beautiful city. All Dotdash had to begin with was the already standing street poles, the rest was up to them. With design precision Dotdash produced a system that is clean and understandable at a glance.

How to move millions from A to B everyday
For everyone who has hopped on a form of transport in Sydney, you would have definitely been directed by the next project Despina spoke about. Dotdash worked with Transport for New South Wales to design the Multi Modal Wayfinding System. On a daily basis millions of people rely on this beautifully designed wayfinding system and train signage to navigate around the HUGE city! Maybe that’s why I don’t get lost when visiting Sydney!

Good design takes time
One of the longest running projects the team has worked on was Lady Cilento Children’s Hospital, which was 7 years in the making. Despina explained how important it was to get the wayfinding exactly right − especially to enable patients and family to find their way in a short space of time.

Wayfinding design plays a part in all our lives, to make our life easier – sometimes without us even realising. Imagine a world without this form of design – it would be a pretty confusing place.

AGDA Queensland holds these free, short and sweet speaker events monthly. Keep an eye on their Facebook for upcoming events and follow on Instagram.

salt-shaker-signoffBecause everything tastes better with a sprinkle of salt!
SALT.Shaker

 

To view a previous presentation by Despina visit The Society for Experiential Graphic Design Chicago 2015.
Wayfinding images credited to Dotdash. Event image taken by AGDA Queensland.

 

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