Platanus Primary Function: Корпоративна идентичност by Pedro Panetto is a highly esteemed winner of the very prestigious 2021 Сребърна награда A' Design Award in Графичен дизайн, илюстрация и визуална комуникация Competition Category.
СреброГрафика· 2021
Platanus Primary Function: Корпоративна идентичност
Client: Pedro Panetto
Сребърна награда A' Design Award Winner in Графика Category
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The Design
About Platanus Primary Function: Корпоративна идентичност
Book Text: Platanus е корпоративна идентичност, създадена за психиатричен кабинет с хуманизиран подход към медицинската грижа. Името се отнася до дървото платан на остров Кос, където Хипократ преподава медицина на първите лекари. Символът обединява гръцка колона, структура на дърво, листа, плодове, клони и пясъчен часовник, изчертани с една последователна линия. Типографията е проектирана изключително за марката и следва пропорциите на символа. Шарки, графики и канцеларски материали допълват единния визуален език.
The Recognition
About the Сребърна награда A' Design Award
Platanus Primary Function: Корпоративна идентичност е носител на Сребърната награда A' Design Award — извънредно престижно признание, присъждано на дизайни от най-висока класа, великолепни и впечатляващи. Сребърните победители са изключително блестящи и крайно творчески творби, които илюстрират изключителната компетентност, талант и проницателност на своите дизайнери. Очаква се Platanus Primary Function: Корпоративна идентичност да бъде прекрасна, показна творба, забележително професионална и дълбоко иновативна. Този дизайн, спечелил Сребърната награда A' Design Award, е високо забележимо, възхищавано изобретение, което е от полза и разширява границите на изкуството, науката, дизайна и технологиите. Platanus Primary Function: Корпоративна идентичност е творение, на което мнозина завиждат, което събужда желания, внася положителни чувства и разпалва изумление и възхита.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The concept of this brand connects to an ideal of bringing more humanism to hospital medical care and all relationship among people from bio-medical areas. This is the principle in the history of medicine and we believe this principle must be restored. _Platanus _ is a psychiatry office with a humanized vision.
- Production Technology
- The project had a design methodology that provided the unification of its visual language. The symbol was created following organic concepts; the typography was designed exclusively for the brand and used the format of the symbol as its main parameter. Thereby everything was connected, the typography follows the symbol and the symbol follows the historical and organic concepts behind the name Platanus. Other graphics, patterns and stationery makes a really coherent visual language for Platanus.
- Design Challenge
- The biggest challenge was how the concepts and visual references should interact in the symbol. We have different elements: a Greek column, a structure in the shape of a tree, Platanus leaves, fruits, branches and an hourglass. All these elements have a strong bond to the conceptual basis of the brand; making all these concepts converge to a visual symbol was extremely laborious, but we managed to blend everything, using the same trace, and achieving perfect harmony.
- Research
- The research sought for concepts related to medicine within a humanistic perspective. This led us to its roots in Greece and the teachings of Hippocrates. So we have the merge of Greek references to the Platanus tree, connecting something from antiquity to a current need of the mankind. After the historical research, it was understood that the sum of these concepts should be represented visually.
- Inspiration
- On the island of Kos in Greece, Hippocrates taught medicine and his ideals to the first doctors under a tree, a Platanus tree. The company has received the same name because it defends the same ideals: the search for the truth, respect for life, love of the medical art, human solidarity, the desire to serve, a good conduct and sincere interest for those who suffer. Visually the inspiration comes from elements of ancient Greek architecture blended to the organic and live aspect of a tree.
- Operation Flow
- The visual identity created for Platanus performs better than other common brands because all of its graphical elements and visual styles are deeply connected. Everything points toward the same concept; therefore the power of this brand is intensified through its design.
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