Cardiovascular diseases are neither romanticised by poetry, nor demonised in prose. They are so physical that only hypochondriacs distinguish strokes from heart attacks. Strokes have become an everyday and almost imperceptible health issue, so it’s important for the only organisation devoted to combatting this in Russia to be noticeable and clear.
The identity made for ORBI is united by a metaphor for the condition that the foundation works to prevent and help people overcome. The squeezed “O” illustrates tension. Inside it, you can see the outline of the frontal section of the brain in a CAT scan. In this way, we have kept the emphasis that strokes are a brain disease, just as the previous logo had indicated this with the outline of a human head inside the “O”.
In a more general sense, the slanting of the letter is a metaphor for that asymmetry which first appears in the patient’s symptoms, and then, after the stroke, in the disproportionate division of their life into two parts. This is seen clearly in the ornament, where the broken outlines of the objects symbolise vulnerabilities, the manifestation of symptoms, and the speed needed in efforts to help.
The style elements form a visual language that lies at the base of the foundation’s coherent approach to communication. The various separate messages don’t fall out of view, and the redrawn infographics look like part of the same overall system without giving the false impression that the foundation is only concerned with preventing the symptoms.
The new human characters personalise the identity and express its general optimistic tone; the geometric technique behind the image has been preserved, but the people are less stylised and now look much more like those you might want to help regain their smile.
#shukadesign 2020
SHUKA
creative directors → ivan velichko
creative directors → ivan velichko
art director → alexander koltsov
designer → marina gaiman
designed by shuka®
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