Branding and ID development project:
Yale Center for Asthma & Airway Diseases
Consulting for Peter Baker Photography llc
Consulting for Peter Baker Photography llc
EXISTING LOGO WAS DATED. “CLINICAL” DESIGN IS NOT APPROACHABLE AND DOES NOT CONVEY THE SENSE OF MOMENTUM AND CUTTING EDGE SCIENCE BEING DONE BY YCAAD. THE FOLLOWING DESIGNS EXPLORE THE VISUAL REPRESENTATION OF THE VARIED ASPECTS OF THE YCAAD BRAND, SEEKING TO ENGENDER A SENSE OF APPROACHABILITY, AUTHORITY AND INNOVATION IN EVERYONE FROM THE CASUAL OBSERVER TO THE CHRONIC ASTHMA PATIENT.
After thorough research and initial brainstorming, I presented 5 completely different looks. 2nd round of refinement saw client leaning towards one in particular, but then they decided that they'd like me to combine two completely standalone treatments into one. First image below is final; a combination of the two that are directly below it. Also showing a few that were part of the clients initial "like" list. Last image is the original logo.
Click the link below to see a flip book of the many design directions I went in for internal review
Scroll down for stationery; biz card, letterhead and envelope
