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.

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.