Logo for a clinical lung cancer study
A leading pharmaceutical company needed a logo to brand a study that they were sponsoring. The name was provided by the company which kicked off a period of development using the well-known botanical past-time as the visual hook.
Whilst I explored quite a few different approaches, my concept of linking the lungs bronchi with the roots of a tree resonated very strongly, for its visual literalism but also for its inherent themes of nurture and growth.
The font choice was a modern serif to reflect notions of authority and professionalism whilst the colourway went somewhere that even I wasn’t expecting. After exploring more naturalistic colours that one might expect from a visual combining trees with human internal organs the client selected a gradient of blue, purple and orange precisely because it would be a mix that would not be expected.