The making of the Moscow International Medical Cluster logo and corporate identity
Trying to find inspiration in a cross, a network-globe and even snakes (as symbols of medicine).
![mimc process 1](mimc-process-1.gif)
The topic of connections is also interesting. We also get an idea of a certain bionic device, like an organism. Or continents that can remind of human organs (lungs, stomach, etc.).
![mimc process 2_1](mimc-process-2_1.gif)
![mimc process 2_2](mimc-process-2_2.jpg)
![mimc process 3](mimc-process-3.gif)
Continent metamorphoses.
![mimc process 4](mimc-process-4.gif)
Another idea: cluster cells projected on a man.
![mimc process 5](mimc-process-5.gif)
Something bionic, a combination of several things in one, enlargement, as in a lens.
![mimc process 6_1](mimc-process-6_1.jpg)
More sketches.
![mimc process 6_2](mimc-process-6_2.gif)
![mimc process 7](mimc-process-7.gif)
![mimc process 8](mimc-process-8.gif)
![mimc process 9](mimc-process-9.gif)
![mimc process 10](mimc-process-10.gif)
Choosing ideas and presenting to the client.
![mimc process 11](mimc-process-11.jpg)
Of all the proposed ideas, the client likes the second one best, but it needs to be elaborated: the sign needs to be less rough and heavy, more dynamic, it needs to be easily adapted for any of the cluster’s focus areas or subbrands.
Taking it further.
![mimc process 12](mimc-process-12.gif)
![mimc process 13](mimc-process-13.gif)
![mimc process 14](mimc-process-14.gif)
Trying to go back to simplicity. Designs 6, 22 and 34 are potentially interesting.
![mimc process 15](mimc-process-15.gif)
Developing.
![mimc process 17](mimc-process-17.gif)
![mimc process 18](mimc-process-18.gif)
More ideas.
![mimc process 16_1](mimc-process-16_1.gif)
![mimc process 16_2](mimc-process-16_2.gif)
Sending the new batch to the client.
![mimc process 19](mimc-process-19.jpg)
Great news: the client liked all designs, but most of all the one with the cross.
Generating various shapes of the blob.
![mimc process 20](mimc-process-20.jpg)
Segmenting them by focus areas. Initially, we wanted it to be a truly generative approach with blobs of free shapes. But the client insisted on a constant primary logo for the project launch. All games with blob shapes can still come later.
![mimc process 21_2](mimc-process-21_2.jpg)
![mimc process 21_1](mimc-process-21_1.jpg)
Thinking how it can be rendered in a single color for printing.
![mimc process 22](mimc-process-22.gif)
Typeface variations.
![mimc process 23](mimc-process-23.gif)
Choosing the color of the main logo.
![mimc process 24](mimc-process-24.jpg)
![mimc process 25](mimc-process-25.gif)
By the client’s request, generating a minimalist version.
![mimc process 26](mimc-process-26.gif)
The client chooses the sphere-based shape (as if hinting at the globe) for the main logo.
![mimc process 27](mimc-process-27.jpg)
Finalizing the text part.
As it turns out, we also need to create a Russian version of the logo. Immediately the problem of small line spacing becomes evident: the letters Д, Ц and Й look bad.
![mimc process 29_2](mimc-process-29_2.gif)
The designer suggests to slice the letter Ы.
![mimc process 29_3](mimc-process-29_3.gif)
Searching for a better shape of Д, Л and У.
![mimc process 29_4](mimc-process-29_4.gif)
The problem with stems still isn’t solved. Increasing line spacing.
![mimc process 30_1](mimc-process-30_1.jpg)
Searching for the best position and proportions of letters relative to the cross.
![mimc process 30_2](mimc-process-30_2.jpg)
Returning to the search for the best monochrome design.
![mimc process 28](mimc-process-28.gif)
![mimc process 31_1](mimc-process-31_1.gif)
![mimc process 31_2](mimc-process-31_2.gif)
We like the dynamics and the rhythm, it’s like a sound wave. But the client believes that the straight lines are too aggressive and look like spears, arrows or a fence.
![mimc process 32](mimc-process-32.gif)
![mimc process 33](mimc-process-33.gif)
![mimc process 34](mimc-process-34.gif)
Still not what we need, but we’ll come back to it later.
Creating a sketch of the overall style. We want a bold dense set with modularity.
![mimc process 35](mimc-process-35.gif)
![mimc process 36](mimc-process-36.gif)
![mimc process 39](mimc-process-39.jpg)
![mimc process 37](mimc-process-37.gif)
Testing the typeface size.
![mimc process 38](mimc-process-38.jpg)
General set.
![mimc process 40](mimc-process-40.jpg)
The overly gentle white backgrounds with blobs remind of perfume packaging.
![mimc process 41_1](mimc-process-41_1.jpg)
And this is too active, we need to be more careful with backgrounds. More clear backs and local color spots.
![mimc process 41_2](mimc-process-41_2.jpg)
Choosing a display typeface.
![mimc process 41_3](mimc-process-41_3.jpg)
More business cards.
![mimc process 42](mimc-process-42.gif)
Trying out a more radical layout.
![mimc process 43_1](mimc-process-43_1.gif)
Working on presentation templates.
![mimc process 43_2](mimc-process-43_2.jpg)
Drawing themed icons.
![mimc process 44](mimc-process-44.gif)
![mimc process 45](mimc-process-45.gif)
Finally getting approval for the monochrome version of the logo.
![mimc process 46](mimc-process-46.jpg)
Testing the stencil. Ultimately deciding to create it out of two parts, separating the letters and the cross.
![mimc process 47_1](mimc-process-47_1.jpg)
![mimc process 47_2](mimc-process-47_2.jpg)
Finalizing the front side of the postcards.
![mimc process 48](mimc-process-48.jpg)
Drawing the favicon.
![mimc process 49](mimc-process-49.jpg)
Slightly adjusting the purple color after color proofs come back. Making changes to guides and preparing mock-ups for printing.
![mimc process 50](mimc-process-50.jpg)