Philippine Primary Care Studies is a local research initiative that aims to restructure how we do health care in the country. A primary care based health system will find patients first consulting with primary care practitioners – only ever seeing a specialist if their condition requires. We were tasked with coming up with an identity for the initiative, and we wanted to do something that was friendly and approachable. People should feel comfortable about seeing their health care professionals after all!
The main logo icon was our biggest challenge on this project because of all the things we needed it to represent. Our clients knew they wanted something that was a little more literal since not a lot of people are familiar with the concept of primary care.
The design of the icon needed to be universal enough to represent both men and women health care givers: doctors, nurses, and midwives. We also wanted the primary care practitioner’s figure to be “nurturing”, and the whole logo needed to suggest that this was a Filipino initiative. There’s a lot of stuff going on in this icon but I think we were able to find a way to synthesize all these ideas into a cohesive image.
We chose a color palette that could be easily associated with the medical field, but remain friendly. Something healthy but not “antiseptic”.
In keeping with the inviting attitude of the initiative we went with a clean rounded sans serif for the typeface.
We’re also referencing the icon’s flowing line style for their accent design elements, which could also be interpreted as hospital curtains or blankets. Here are some samples of the accent in use in materials like website headers, posters, and leaflets.
We designed a full set of stationary materials for them. We expect them to be writing a lot of correspondence to… the government and stuff.
We also created a presentation template for them. Primary care is a pretty serious and content heavy topic but we wanted to keep people engaged, and keep the tone light, since we want a positive response to the program so we used the round sans serif text from their word mark as their main display text.
We diagnose this really important health initiative with a friendly, cheerful identity! If symptoms persist, see your primary design practitioner!