corner health + wellness
contents phase one: development
2
proposal
3
executive summary
4
process
5
primary logo
9
alternative versions
10
corner store logo
12
style guide
13
control of the identifier
14
color
15
typography
16
phase two: application
17
stationery
18
annual report
23
apparel
28
merchandise
29
landing pages
30
posters wayfinding
31 34
phase one: development
2
proposal client
objectives
The Corner Health Center is a nonprofit, mission driven, school-linked health center in downtown Ypsilanti, Michigan. It is in the heart of Eastern Michigan University and Washtenaw Community College. They were founded in 1981. They are supported by grant opportunities, government funding, and donations. Their mission is to inspire 12- to 25-year-olds (and their children) to achieve and sustain healthy lives by providing judgment-free, affordable health and wellness care and education. The provide a variety of services including checkups, immunizations, nutrition services, pediatric care, mental and sexual health services and more. They never turn away patients due to an inability to pay.
The client wishes to adopt a new visual identity to represent and communicate their mission and demonstrate its origins above all else. But they wish for a new identity that also demonstrates how their organization has changed since its beginning to include and support the LGBTQ+ community, womens’ rights, and advocacy work. They want to stay connected to their heritage as a literally corner health care unit that started in a Ypsilanti High School. They are looking to capture a sense of newness to reflect and provoke conversation in the community.
The client’s current visual identity they claim is too kiddy, too ‘Nickelodeon.’ The colors aren’t working or liked, nor are the textures/ raw edges, nor is the current pairing of typefaces. The old identity was created in the late 1990s and has not stood the test of time. It is too childish for the wide scope of their patients and clients. Last year, 65% of their patients were ages 18-25, and only 19% ages 12-17. Their old identity seemed to be branded towards the younger age range. Due to their 40th Anniversary approaching (2021), it is a perfect time and opportunity for a new visual identity to show that the Corner Health Center is active and doing things in this community.
The current identity is not capturing their desired audience; it looks as though adults trying to appeal to kids. I should be professional and comforting, and personal. Currently, it is not clean or memorable. The triangle is too direct symbolism and is not elegantly executed. The colors are far too saturated.
audience The Corner’s primary audience is the patients, ages 12- 25 year-olds, and their children. The secondary audience is the community of Washtenaw County and Ypsilanti, the board of directors (15 community members), the staff (26 people), and the donors which consists of individuals, foundations, and the government. Many of their patients are negatively affected by the social determinants of health, and the Corner actively works to mitigate that. These include unstable housing, low income, unsafe neighborhoods, substandard education, and lack of access to healthy foods. They mainly serve reoccurring patients in primary care and mental health services. They receive new patients and clients by creating partnerships with local sororities and fraternities, school referrals, community outreach, and by word of mouth. 3
executive summary The logo is broken into three units. - The dark orange unit, the biggest one, represents the high-quality and non judgmental medical services they provide. This is how the Corner began-providing medical care in Ypsilanti high school. -The light orange unit represents the community outreach the Corner does such as the theater troupe, Youth Leadership Council, Corner Store, and the upcoming community satellite locations. -The final green unit represents all the programs and classes the Corner offers such as Mom Power, cooking, self defense, birthing, Mood Lifters, and many more. The color is both aesthetic and practical as it works to denote the three major facets of the Corner. While it stands for many different components, it also represents the Corner in totality.
When this project began, the client was named ‘The Corner Health Center.’ After much thought on my own and discussions with the client regarding nomenclature, I decided to omit ‘the’ and ‘center’ and add ‘wellness.’ I chose this because the phrase ‘center’ has the connotation of a brick and mortar building, whereas the Corner is actively seeking to expand their community reach by building satellite locations. The word ‘center’ was limiting them. I chose to use '+' in lieu of saying 'and' because the plus sign evokes the medical cross without taking on a literal, intrusive in the logo. I chose to add ‘wellness’ because the Corner does so much more than what a typical health center does. Their previous name did not emulate that. They offer countless programs and education services that do not directly fall under the traditional health category; they are wellness-related. I considered the naming systems below. -The Corner Health Center -Corner Health Center
As the Corner approaches its 40th anniversary, it posed a great opportunity to rethink both the name and the entire visual branding identity. With this in mind, I designed a series of 40th anniversary materials for a timely and relevant celebration.
-The Corner Health and Wellness Center -Corner Health and Wellness -Corner Health and Wellness Center
This new visual identity works to represent and communicate the Corner's mission and its origins above all else. But the new design and visual consistency will show the community that the Corner has evolved and grown, both physically in space but also in its ideals. In recent years they have put more efforts into providing for and welcoming the LGBTQ+ community, womens’ rights, and advocacy work. The new identity shows their proud heritage while also showing their new avenues.
-Corner Health + Wellness Center -Corner Health & Wellness Center Final naming solution: Corner Health + Wellness
The power of this new visual identity system will encourage donors and make their patrons feel that they belong to the Corner. It will spark conversation in the community that the Corner is active and making positive change in the community. It effectively shares the Corner's narrative with the public. At its core, this visual identity branding is design for social good. It exists to bolster the Corner's mission of to inspiring 12- to 25-year-olds (and their children) to achieve and sustain healthy lives by providing judgment free, affordable health and wellness care and education.
4
brainstorm process I began the project by creating a new visual mark and typographic mark. My goal was to create a logo that is flexible, appropriate, fitting, memorable, simple, and interesting in both content and form that will embody the origins, character, and aspirations of Corner Health + Wellness. The below word set and mission statement aided my beginning explorations. This process began with paper sketches. I began by exploring how a horizontal hierarchy emulates the non-judgmental patient/doctor relationship at the Corner; it is a symbiotic relationship. Patients have volition while the doctors are there to support them and include them. They two units are integrated and coexist.
mission statement to inspire 12- to 25-year-olds (and their children) to achieve and sustain healthy lives by providing judgment free, affordable health and wellness care and education
brand personality • welcoming • inclusive • nonjudgmental • supportive • dignified • respectful • engaging
• diverse • special • integrated • unified • intersectional • valued • heard
5
digital iterations The first motif I explored further digitally. It visually represented the symbiotic relationship between a doctor and a patient. One cannot exist with out the other. They rely upon each other, but the patient still maintains importance. These explorations also have the sense of a literal corner, which is a bonus and wasn’t my intention. The second motif explored digtially was a segmented circle that represented the many different pursuits of the Corner. It is so much more than a health center. They do so much for the Ypsilanti community and I wanted to represent that visually.
6
typography explorations I explored many different typefaces. I wanted to choose a typeface that reflected the openness and welcoming nature that the Corner exudes. I paid close attention to how a bold weight and light weight could be integrated for the word mark. I wanted a lowercase, sans serif to create a youthful essence.
corner
health + wellness ITC Avant Garde Gothic Pro
corner
health + wellness Franklin Gothic URW
corner
health + wellness Supria Sans
corner
health + wellness Guanabara Sans
corner
health + wellness Montserrat
7
color exploration After review with the client, he felt that it was imperative to have a new logo that stayed connected to their heritage while still signaling change to the community. He preferred a warmer color scheme and the circle design with all the units creating a whole, to signal inclusion. Due to the first motif not being able to scale well, I pursued the second motif for the final iteration. I experimented with many different color schemes. I wanted the new color scheme to hark back to the old color scheme. I did this by still including an orange and green, but far less saturated and intense.
original color scheme
corner health corner corner + wellness health + wellness
health + wellness
corner
health + wellness
corner
health + wellness
corner
health + wellness
corner corner corner health + wellness
health + wellness
health + wellness
new explorations
8
primary logo This primary logo is to be used for all printed collateral including printed publications, posters, flyers, apparel, merchandise, advertising, and signage. It is also to be used in all digital interfaces such as websites, mobile devices, tablets, and television whether possible. Corner is set in Montserrat SemiBold, and health and wellness is set in Montserrat Light.
corner health + wellness
9
alternative versions The white logos are available when a one-color logo is necessary and should be used behind the dark orange. An abbreviated logo is available that omits ‘health + wellness’ and contains only ‘corner’ as a shorthand nickname.
corner health + wellness
corner
corner
10
The three unit circle mark may be used as a stand alone design element, in either color or white set behind one of the three brand colors. 11
corner store logo This logo is to be used to identity the corner store in the basement of corner health+wellness. This offers it it's own identity, but still derives from the primary logo. This store offers food and household items for the Ypsilanti community. They operate on a point system.
corner store
12
style guide clearance The logo must always have clearance in order to ensure legibility and contrast. The height of the circle is the minimum amount of clearance to provide the logo.
corner health + wellness
minimum size on web: 124.8 px w x 43.2 px h on printed materials: 1.3� w x .45� h
corner health + wellness
13
control of the identifier Misuse of the logo will result in ineffective communication of the visual identity. Below are examples of misuse of the logo. Includes but not limited to:
corner health + wellness
do not horizontally scale
corner health + wellness
do not vertically scale
corner health + wellness
food and pantry do not add elements to the logo
corner health + wellness
do not use behind a photograph
corner health + wellness
do not use behind a pattern
corner health + wellness
do not use behind other colors
14
color Only these colors are used when representing the Corner. These colors aid in the Corner’s distinct identity. Only use this color palette and the corresponding hierarchy of use given below.
primary color CMYK: 12, 77, 83, 2 RGB: 212, 92, 62 Pantone 173 U #d45c3e
secondary color CMYK: 0, 38, 46, 0 RGB: 249, 173, 135 Pantone 1565 U #f9ad87
accent color CMYK: 10, 0, 25, 0 RGB: 230, 240, 203 Pantone 7499 U #e6f0cb
body text color CMYK: 0, 0, 0, 80 RGB: 88, 89, 91 Pantone 419 U #58595b
15
typography Montserrat is the primary typeface that is used for the logo, subheads, and headers. FreightTextPro Book is used for body text.
primary
Montserrat Montserrat Montserrat
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()[]?/ ”
secondary Fr e i g h t Te x t Pro Book
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()[]?/”
example
From Our Executive Director Our fiscal year began on a personal high note with my promotion from Chief Development Officer to Executive Director. Then, in our third quarter, we suffered the loss of a significant source of Medicaid reimbursement. With the board, we quickly launched the Turning the Corner Campaign to help us offset this loss while we assessed the impact of this permanent funding reduction.
16
phase two: application
17
stationery The stationery system consists of a letterhead, second sheet, business cards, business envelope, and a mailing label. Each item includes the primary logo for a professional and cohesive set.
18
letterhead and second sheet 8.5” x 11”
19
business card 3.5” x 2”
20
envelope 8.5” x 3.5”
21
mailing label 6” x 3.5”
22
annual report The annual report works to present both qualitative and quantitative data in an approachable manner to the Corner’s donors, members of the community, patients, and clients. A personal note from the executive director welcomes the reader on the exterior, then more nuanced financial data, patient, treatment data are featured on double panel spreads on the interior of the brochure.
23
finance panel 7" x 8.5" 24
patient data panel 7" x 8.5" 25
interior panels each 3.5" 8.5"
26
front and back panels each 3.5" 8.5"
27
apparel Apparel is designed to be unisex as the Corner serves a diverse community, many clients and patients identify as LGBTQ+. Apparel for infants is created as well as the Corner provides services for the children of their patients, ages 0-11. Below are examples of ways the logo may be used on apparel.
28
merchandise Merchandise is designed to encourage patient health and wellness while also putting an emphasis on sustainability. These patients and clients often live in under served communities, that often don’t get to participate in sustainability, like using reusable water bottles or reusable bags. Below are examples of ways the logo may be used on merchandise.
29
landing pages Below are the beginnings of a new website design. Landing pages are show for iPad Pro, Macbook Air, and iPhone X.
30
posters Posters are made to inform the public of the services and programs that are offered and to announce the 40th anniversary celebration. They are shown below in a hypothetical subway station to give context and scale.
31
40th anniversary poster The intention of this poster is to announce and celebrate the 40th anniversary of Corner Health + Wellness. In this poster I used pattern to create excitement. It is shown below at a bus stop to give context and scale.
32
services and programs posters The intention of this poster is to inform and announce to the public the services and programs provided by the Corner. In these posters I used simple icons and as little text as possible to ensure it is able to be read quickly and at a distance. It is shown below at a bus stop to give context and scale.
33
wayfinding
34
40th anniversary mural The intention of this mural, like the poster, is to announce and celebrate the 40th anniversary of Corner Health + Wellness. In this mural I used pattern to create excitement. It is shown below on the side of a brick wall to give context, scale, and mimic how it could be placed on the side on the Corner building.
35
front desk The intention of this signage is to welcome and guide clients and patients as they enter the building. Before, the front desk was cluttered with flyers and very overwhelming. This setup works to organize the information the staff wishes to disseminate.
36
clinician space
staff space
client and patient space
37
corner store wayfinding
38
office name plates 8" x 3"
39
visual identity and branding designed by Maddie Fox April 2020
18
