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Logo Identity Proposal for Axis & AxisCare

AXIS AxisCare Health Logistics, Inc. directs a sales and distributions operation for prescription drugs, medical equipment and supplies,

Research showed that “Axis� is a trending name, and thousands of companies have the same name or a name including the word

and provides specialized care

axis, making this a

services to patients.

identity project. How

most challenging can we take ownership of a company name

The personality of the company is quiet and aggressive, young, fresh, clean, efficient, organized,

through design? This identity has to be recognizable and able to communicate well.

professional, straightforward, strategic, advanced and modern.

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VISUAL CONCEPT EVOLUTION

AXIS

AXIS

© 2014 Manuel Olmo Rodríguez for AxisCare

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Logo Identity Proposal for Axis & AxisCare

LOGOTYPE The solution is a logotype or a

Capital letters were used to differentiate from

logo of the name, just letters. The

others and to reflect maturity. The letters were

concept is sober, iconic, simple

between the letters “A” and “X”, and its

and clever, visionary, strong, bold, audacious, legible, unpretentious and memorable. The letters align

altered and manipulated to create a ligature appearance softened with rounded edges and corners. The letterform design contains four capital letters and its shapes originate from a typeface called Open Sans Extra Bold.

to create the symbol, with a minimalistic approach.

Open Sans is a humanist sans serif typeface

AXIS LOGO

designed by Steve Matteson. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance, and has excellent legibility characteristics in its letterforms.

REF.: http://fontfabric.com http://www.fontsquirrel.com

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The word “care” in AxisCare is set in Open Sans Light typeface.

The last version (bottom) is meant to highlight the symbol, like a combination mark, and the text is set in Open Sans Bold.

AXISCARE

Green color symbolizes eternity, family, harmony,

Colors have a huge

health, posterity, nature, environment, healthy,

effect on people

good fortune and renewal. Turquoise symbolizes

(chromotherapy).

calm, and teal symbolizes sophistication. Blue is a

The color blue has a

symbol of peace, tranquility, stability, harmony,

calming effect, the

unity, trust, truth, confidence, cleanliness, order

color green soothes

and technology.

and relaxes.

CORPORATE COLORS

REF.: http://www.incredibleart.org

© 2014 Manuel Olmo Rodríguez for AxisCare

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Logo Identity Proposal for Axis & AxisCare

AXISCARE Logo variations were developed to be used in diverse and wide-ranging branding applications. The three primary

The logo needs to work on its own and combined with the word “care�, as AxisCare.

corporate colors sellected are: Light green, Blue turquoise and Dark blue.

An example of logo use

STATIONERY DESIGN

and color application, is applied on the design for the corporate stationery.

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ONE & TWO COLOR REVERSE LOGO & SYMBOL APPLICATIONS

© 2014 Manuel Olmo Rodríguez for AxisCare

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Logo Identity Proposal for Axis & AxisCare

COLOR USE Reverse applications of the logo may conserve the identity with the use of corporate colors.

The consistent use of corporate colors will help present the mark in a cohesive way.

AXISCARE

FULL COLOR REVERSE APPLICATION

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The business card contains the most information of the stationery pieces and Annette V. Avilés Human Resources and Office Manager TEL. DIR. FAX

787-251-2323 / EXT. 3234 787-523-3234 787-251-7056

annette.aviles@axiscare.com info@axiscare.com

the typography design Pepsi Industrial Park Carr. PR #2, km 19.5 Toa Baja, PR 00949 P.O. Box 1366 Dorado, PR 00646

was arranged in a systematic way to accomodate all possible variations.

All text is set on Calendas Regular and Italic typefaces. The back of the card is printed for fast recognition and

ax

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brand awareness.

BUSINESS CARD SAMPLE PRINTED ON BOTH SIDES

© 2014 Manuel Olmo Rodríguez for AxisCare

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Logo Identity Proposal for Axis & AxisCare

TYPEFACE A corporate typeface has been sellected for use in all communication channels, Calendas Plus Family designed by

Calendas is a typeface with a classical air, great legibility and elegance, designed for work in small sizes. Its special characteristics derive from its calligraphic finishing.

REF.: http://www.creativefeed.co.uk

Atipo studio. Calendas is a modern classic serif typeface, and it compliments the logo and Axis’ corporate identity.

Calendas Plus font family is available for purchase and download at: http://www.calendasplus.com/

ABCDEFGHJKLMNOPQRSTUV WXYZ abcdefghjklmnopqrstuvwxyz 0123456789

CALENDAS REGULAR

ABCDEFGHJKLMNOPQRSTUV WXYZ abcdefghjklmnopqrstuvwxyz 0123456789

CALENDAS ITALIC

ABCDEFGHJKLMNOPQRSTUV WXYZ abcdefghjklmnopqrstuvwxyz 0123456789

CALENDAS BOLD

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Manuel Olmo Rodríguez VISUAL BRANDING, TYPOGRAPHY & DESIGN CONSULTANT

Ave. Muñoz Rivera #500, El Centro 1, Ste 215, San Juan, Puerto Rico 00918 TEL. 787-758-3570 FAX 787-764-0338 manuel@olmocs.com

© 2014 Manuel Olmo Rodríguez for AxisCare

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