A logo affects how consumers perceive your product.
Healthcare, brand design, logo, and visual identity guidelines.
Background & the challenge
What is RingMD? RingMD is a healthcare tech startup that helps to connect patients with the best doctors or wellness experts around the world. How do we rethink, enhance and refresh the experience of a patient consulting a doctor or a wellness expert? How do we create a visual language that is more approachable, empathetic, and trustworthy?
These were some of the questions which were troubling me when I joined RingMD as a head of design (and then took over the product as well later). I could clearly see the evolution of the brand and product design, a vision for RingMD. The ultimate goal of this evolution was to create a product that worked and mattered to millions. I divided this journey into two parts; the first part was to revamp the brand and create a strong visual framework, the second part was to redesign the product from scratch (which I’ve explained here).
Internal audit & analysis
Rebranding started with a heavy internal audit of the brand. Which typically tells us where we are and where the industry is from design and brand perspective. I’ve collected design samples of all the collaterals we’ve created till that point of time. The result was a giant mirror in the face, showing us the inconsistency, incoherent, and weak identity.
To understand the industry benchmark, I’ve collected logos from all the competitors in the landscape and around the globe. The next step was to do an introspection and understand who we are? what do we stand for? and who we build our product for? This exercise helps in a deep existential understanding and resulted with design personas, objective, and subjective goals for the brand and for the company.
The brand design process
Equipped with freshly defined objective, subjective goals, and personas, I created the design roadmap, the timelines, deliverables, next steps, and milestones. Once the documentation work is done, I set out on a quest for the holy grail, the holy grail of a perfect monogram. The shape of the logo has a powerful impact on the consumers. Companies have spent millions of dollars in designing a corporate logo for a good reason.
To me, finding the right glyph or monogram that can define and represent a brand is like finding the holy grail. I sketch. Sketch and sketch to find the perfect shape and in the case of RingMD I found it. I created a glyph combining ‘r’, ‘m’ and ‘D’ of RingMD to make a heart. The nexus of these three letters forming a 'heart' felt right! I rounded the shape to make it more approachable and warm.
After locking in the shape, the typeface needed focus, I picked the right weights to compliment the nest. Once the spacing was perfected, I moved to find the right colors palette to add warmness to the logo, making it more approachable.
Visual identity guidelines
Once the logo is locked and done, the rest of the design elements will roll out quicker. The extended color palette (keeping in mind for the wearable we will be launching soon), typography, illustration styles, iconography, emailers, company schwag and other marketing collaterals.
One thing you have to remember as a product and design owner - Design and development process is never done.