ORSKY Medical

A logo and identity system for ORSKY Medical, a clinic built around ultrasound imaging, with plans to grow into a full-service medical facility, delivered as a complete package of marks, colors and type.

Key visual: the final lockup, the gold eye on slate

Client: ORSKY Medical
Role: Logo design, brand identity, naming, brand strategy
Deliverables: Brandbook, core strategy sheet

ORSKY Medical is a clinic built around ultrasound, with plans to grow into a full-service medical facility, and its logo has one job before all others: reassure. I took on the naming during our first phase of ideation, and with ORSKY Care and ORSKY Medical both on the table, the mark had to hold both ideas at once, the warmth of care and the authority of medicine, in a form a patient reads in a second, and one the clinic will not outgrow.

Behind the mark is a written strategy. One core sheet sets the position, reassurance first, so the name, tone and lockups all do the same job: make the patient feel safe before anything else.

The direction was worked out in the open: three styleboards set the art direction, then typefaces and symbols were tried side by side, pros and cons weighed, before the eye was kept. The mark builds an eye from radiating arcs in gold. Three sources meet in it: the Eye of Horus, a symbol of protection and health, the arcs of an ultrasound wave, the clinic's own signal, and two cupped hands, abstracted until only their gesture remains, one above and one below the eye. Around it sits a complete system: the ORSKY wordmark, a slate blue grey paired with the gold, and lockups for every use, vertical and horizontal, an icon for small sizes and social profiles, and monochrome versions for print and engraving.

The clinic received the identity as a finished package: every lockup exported in color, inverted, white and monochrome, the vector sources, the font family, and a quick-glance sheet for the clinic's personnel, setting out the clear space, the colors and the type. One sign carries it at the clinic entrance, the gold eye on frosted glass.

Fig. 1Quick-glance brand sheet for the clinic's personnel: primary logo, clear space, colors and type

Fig. 2The logo on the glass entrance sign

ORSKY styleboard one: a welcoming figure and an ultrasound probe forming an eye, the first concept route explored for the clinic mark — Fig. 3Styleboard one: a welcoming figure and an ultrasound probe form an eye

ORSKY styleboard two: the letter O combined with a wave and the sun, the second concept route explored for the clinic identity — Fig. 4Styleboard two: the letter O, a wave and the sun

ORSKY styleboard three: the medical cross abstracted into tiles and pattern, the third concept route explored for the clinic identity — Fig. 5Styleboard three: the medical cross abstracted into tiles and pattern

Fig. 6Type trials: four directions side by side, Egyptian softness against classic luxury

The ORSKY mark and its three sources: the Eye of Horus, ultrasound waves and two cupped hands, drawn together on the rationale board — Fig. 7Early draft, concept and ideation

ORSKY mark construction: the drawing sequence from two cupped hands to the finished eye, built step by step on the construction grid — Fig. 8Mark construction, from cupped hands to the finished eye

The final ORSKY lockup tested on eight backgrounds, checking the identity colors against light, dark and photographic grounds — Fig. 9Final lockup tested on eight backgrounds, the slate was kept

Fig. 10Logo suite: every lockup in color, inverted, white and monochrome