Visual identity design for Redefined Health, a chiropractic clinic located in Edmonton, Alberta, Canada.
Traditional Chiropractic is an approach to healing that suggests the body is designed and built for health; therefore, the body will experience health if it is given what it needs. Most people think of Chiropractic as back pain treatment. As a result of this, the human spine is used as a main graphic in many Chiropractor clinic logos.
One of the objectives of this project was to create an identity that would combine the ideas of health, care, and the treatment of joints in our bodies that need improvement. Back pain that is resolved with Chiropractic treatment is more of a side effect of restoring proper function. Better functioning joints in the body will result in better health, regardless of symptom change or not.
The client wanted his clinic to be perceived as a comforting oasis away from the high level stresses of modern life. Having adjoined parts of the smooth geometric type within circles brought attention to individual joints and established the feeling that each joint was surrounded and protected. This feeling of care was further emphasized when the two letter elements of the logo were encompassed within a larger circle, which conveyed that the individual joints in the body as a whole are fully protected. Having the smaller circles embraced by the larger one suggested a feeling of care, nurture, and balance.