The logo design process encompassed several conceptual approaches, varying in technicality, symbolism, and the way it evoked light and logistics. The presented versions illustrate the stages of research and design decisions—from more literal references to the industry to simplified symbols based on geometry and movement.

The goal of the process was to find a form that was both functional, memorable, and consistent with the company’s identity. The final choice was the result of a process of selection and refinement of the approach that best reflected the brand’s approach: a clearly defined goal, technical precision, and effective project completion.

When designing the proposals presented below, I focused primarily on presenting the brand as modern, developing (which is very desirable in the financial industry, considering the number of constantly generated regulations), but at the same time stable, calm and trustworthy (after all, it has sensitive data about its clients’ companies). The designs avoid oddities that are incompatible with the seriousness of the activity and unnecessary complexity of the sign. I tried to create them clean and simple to understand.

In the case of graphic signs, the logos of companies dealing with finance in general are dominated by all kinds of charts, tables and books. On the one hand, I decided to try to avoid being like everyone else, but on the other hand, I decided to refer to it, because this is an industry in which excessive creativity and jumping out of line may not be very well received by customers, who prefer to entrust the handling of sensitive elements of their companies to stable hands.

In the logo design process, I focused on the symbolism of the road, which perfectly reflects the essence of the TSR (Solution Focused Therapy) method – the process of transformation and searching for new directions. I used elements subtly reminiscent of a path or a bend, which are naturally associated with life change. Each option was designed to reflect the character of the office and support its mission of helping people at a turning point in life.

The final design is based on the symbolism of the path/bend inscribed in the typography, which subtly refers to the idea of ​​the road, change and bend – a metaphor for the life challenges that the patients of the clinic face. It is a two-color composition, in which the first part uses Viva Magenta (the color of the year 2023), and the second changes to turquoise. The gradation of colors, combined with the motif of a bend and a path rising from the bottom to the top, symbolizes the process of the patient’s transformation – from difficult, negative experiences, represented by red, to harmony and healthy balance, expressed by shades of green.

While working on the catalogue, I designed a series of icons representing the components of the presented development project.

Below I present the initial logo suggestions. The designs are of the “clean” genre, devoid of a separate signet, because I wanted to avoid the obvious associations with the mountains and some graphic games with the presentation of the first letter, i.e. Z (Russia, apart from destroying Ukraine, also destroyed the letter Z for designers).

In order not to limit myself to the word itself, I decided to delicately refer to the roof of the house and the mountains, which finally led to the final version of the logo presented above.