Logo redesign for local bone alignment wellness centre

Previous Logo

Personally speaking, I felt the logo has too many texts and a rather outdated style. Besides, there is no eye catcher on the logo because the graphics and the texts seems to be on the same level of visual hierarchy. A consequence to the previous point is that logo cannot be broken down into smaller piece and has to stay as a whole at all times. The design that I proposed was one that is focus, modern looking and modular.

Plan of Attack

To begin with, I figured that the company name "JSP" has to be the main focus of the logo because it is the only thing that is unique to the company. To further substantiate the need for emphasis on "JSP", one of the employees mentioned that people had mistaken the logo as "JPS". I think it happened partly because the name “JSP” has a disadvantage of not being a spell-able word. Instead of a logo like Nike, which one can pronouce, "JSP" is more like "IBM" where people had to remember the characters separately. As such, the plan is to start with a focus on "JSP", and then add on the remaining part.

Exploration with Sketches

From the sketches, I realised I could integrate elements of a spine or bone into the logo, since bone alignment treatment is the main selling point of the company. I used Adobe Illustrator to create higher fidelity of different designs. I initially used rectangle as the bone but soon realised that people cannot tell it is bone. Hence, I switched to using graphics that resemble spine.

Adding Supporting Text

Eventually I settled a "JSP" with the spine graphics curving outwards and has sound effect graphics. I made the letter “P” overlap with the spine graphics to make it looks like the spine is being adjusted by the "P". After the main focus of the logo was done, it was time to bring in the supporting text - “Wellness Bone Alignment”. Following were my different designs. I consulted the company for this and they chose DESIGN 1 in the end.

Typography

I decided to use a sans-serif font for the "JSP" because it gave a more friendly feel and has the same style as the spine graphics. As for I think it gave an impression of a rather young and lively feel to the logo which appeals to a younger generation. As for the "Wellness Bone Alignment", I chose serif fonts to give contrast between the focus and the supporting words.

Color

The main color of the company is black and gold, so I kept the two and introduced a few more as supporting colors.

Final Design

Lastly, I added a subtle gradient to the focus of the logo which is the “JSP” and the spine to make it pop. In my final deliverables, I also create the grayscale version of the logo.

Real World Usage

After I completed the logo, I also helped them to create a few graphics to introduce the new logo. You can find the business's Facebook page here (shameless plug XD).

Afterthought

I hope the logo can help the business leave a strong impression on people and eventually create trust and improve sales. In this logo redesign journey, the key takeaways for me is to have the courage to express the idea and work towards realizing the idea. While it was frustrating at times when I was stuck, but I felt fulfilled to have gone through the messy process to reach the end product. Lastly, I really appreciate you for spending your time and reading this piece of writing. I welcome suggestions and critics if you think the logo is lacking anything. I will be very happy to take any feedback :)