Challenge
What started as a simple request for logo vectorization evolved into a full rebranding conversation. The client had an already established presence in the medical supplies industry and a fully functional eCommerce website that was not going to be redesigned anytime soon. However, their original logo presented critical issues — it lacked clarity, performed poorly at smaller sizes and didn’t scale well across digital and print formats.
The challenge was to modernize the logo while maintaining visual compatibility with the existing website and brand assets.
Approach
Rather than proposing a full identity overhaul, I focused on a pragmatic rebranding process aimed at keeping the client’s visual system consistent while solving their logo issues.
Key directions included:
- Refining the existing symbol, simplifying its structure for better readability and scalability across different formats.
- Keeping the original color palette, ensuring seamless integration with the current website and printed materials.
- Using the same Raleway typeface, which was already implemented across their site, for minimal disruption and stronger brand cohesion.
Once the new logo was approved, we extended the collaboration by designing a series of website banners, applying the updated identity system to promotional content.
Results
- A modernized, scalable logo that resolves previous clarity issues while maintaining visual recognition.
- A brand refresh that aligns with the existing web experience, requiring no major system changes from the client’s side.
- Updated digital assets (banners) that reflect the refreshed identity and strengthen the site’s overall visual presence.
“A subtle but strategic rebrand — solving real usability problems while keeping the brand instantly recognizable.”
Compare the old and new logos side by side:
