reWORD • FEBRUARY 19, 2016
Istarted 2016 with two logo design mandates for two very different clients: Specialized Institute Musculoskeletal (IMSK), a medical clinic comprised of a group of physiatrists and orthopedic surgeons; and Espace CASA, founded by interior design consultant, Camille Grenier.
Logo Design for IMSK
For IMSK, Dr. Muriel Haziza needed a new logo for a newly created division specialized in musculoskeletal services. The key words were muscles, skeleton and articulations. My hand-crafted letter forms were inspired by the font AT Sackers Square Gothic, which I then disarticulated into long blue strokes to represent the muscles and skeleton, and orange wedges to symbolize the articulations. The sky-blue colour is meant to inspire tranquility, peace, calmness, harmony and serenity, whereas orange should lend a warm, social and jovial feeling to the logotype.
Logo Design for Espace CASA
In the case of Espace CASA, Camille wished to revamp her brand’s signature for a more professional, clean, elegant look. The challenge was to figure out how to layout and marry the many elements (espace; CASA; the slogan, Ambiance sur mesure) into a cohesive and balanced whole.
Gradually, the elements fell naturally into place and I started tweaking each typographic element to eliminate excess weight and achieve a perfect balance between letter forms and space. For the slogan, I used Jellyka Saint-Andrew’s Queen (TrueType) for a more personal touch and to contrast against the clean and modern Univers Light-inspired letter forms of Espace CASA. The frame, which stems from the slogan, brings everything together and instills a sense of space to the logotype.
The Eureka! moment seized me when I overlapped the two words, espace and CASA; I then noticed the two overlapping C’s and decided to omit the c in espace. The result was exactly what was needed to give the logo its distinctive edge. Additionally, the combination of the letters C and e aligned and centred also created a new design element that could reference back to the logo and used for future marketing purposes. Black, Gold and Grey were chosen to impart a classic, distinguished and confident appeal.