FOCUS Chirurgie
Hand and foot surgery is work measured in millimetres. FOCUS in Ahlen, a specialist centre for orthopaedic surgery and sports traumatology, got an umbrella brand from us whose O aims five rings at its centre. The specialities sit beneath it, and the whole system carries from the prescription pad to the courtside banner.
- Services
- Umbrella brand (combination mark)
- Brand architecture with speciality brands
- Colours and typography
- Practice stationery
- Courtside advertising
- Year
- 2022–2023
Patients came for the hand or for the foot, and each speciality had its own mark. The centre where both work together had none yet.
What it needed was one signature for the whole centre, for patients and referring doctors alike. One that leaves each speciality its place.
The image is already in the name: the O becomes a lens. Five rings, twisted into one another, form an aperture or a target. Both suit a surgery that works to the millimetre.
The other letters stand hair-thin and widely spaced. They hold back so the O can make its entrance.
- 01 / 03A name that brings things into focus. Five rings draw together until the O stands still. Precision you can see.
- 02 / 03The eye finds the centre by itself. All the rings keep the same rhythm. The eye follows it inwards without faltering and lands right in the core.
- 03 / 03The O is allowed to be bigger. It overshoots the capitals at top and bottom, as round letters always do. Its rings have almost the stroke weight of the F. That is why FOCUS stays one word, not a logo plus lettering.
A deep, calm base tone carries almost the whole brand, a light one brings air. And then there is that one warm accent: barely three per cent of the surface, and still the first thing you notice.
Just like the point a procedure aims for.
- 01 / 02The warm tone sits on target. In the O it is the smallest colour and lies only in the innermost ring. Exactly where all the rings point.
- 02 / 02The rest stays calm. With the letters, the dark base tone becomes a calm surface. The accent stays at 2.7 per cent and still catches the eye first.
Beneath FOCUS sit handchirurgie and fußchirurgie, each with its own mark of vertical bars. The roof speaks for the house, the specialities for what happens inside.
When another speciality joins, it simply moves in under the roof.
- 01 / 02At the top, the house speaks. The umbrella brand stands with its claim, and a fine axis aims at the centre of the O. One look, and you know what the centre stands for.
- 02 / 02Below, the specialities speak. Hand and foot surgery hang from the same axis and wear the colour of the house. Look for your speciality and you find it. And the house along with it.
Letters, prescriptions, recommendations, appointments: every sheet follows the same order, with the wordmark at the top and cropped rings behind it. The appointment card prints only the first three digits of the year. The pad outlasts any calendar.
The largest format was made for the hall of a second-tier volleyball club: a three-metre courtside banner. The wordmark, six centimetres wide on the business card, measures almost two metres there and stays just as calm.
- 01 / 04Every format has a job. Letterhead, prescription, recommendation, appointment card and business card, side by side at the size they are on the desk. Five formats, one practice.
- 02 / 04The wordmark doesn’t grow with the paper. Its size follows the eye, not the sheet. On the small business card it is even wider than on the letterhead.
- 03 / 04A year left open. The appointment card prints only the first three digits of the year; the practice writes in the last one. So the pad stays usable until it is empty.
- 04 / 04And then three metres. Next to the courtside banner in the sports hall, the stationery shrinks to dots. The wordmark stays the same drawing and carries all the way to the stands.
Planning something similar? info@vertikahl.com