NYCDocs is an extended primary care facility in the Bronx, NY. Last year, I helped them with their new brand identity. They wanted to go for strong, bold, healthcare-esque look. But they also wanted something that would stand out.
After analyzing the target audience and doing market research, I started developing variants in different types of logos: wordmarks, lettermarks, combination marks, and symbols. The important factor to consider was the high readability of the logo. It needs to work as an app icon, on signage, on photos, on top of arbitrary colors, etc.
The process was wonderfully iterative.
