Platanus Primarna funkcija: Korporativni identitet by Pedro Panetto is a highly esteemed winner of the very prestigious 2021 Srebrna nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizuelne Komunikacije Competition Category.
SrebroGrafika· 2021
Platanus Primarna funkcija: Korporativni identitet
Client: Pedro Panetto
Srebrna nagrada A' Design Award Winner in Grafika Category
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The Design
About Platanus Primarna funkcija: Korporativni identitet
Book Text: Platanus je korporativni identitet kreiran za psihijatrijsku ordinaciju s humaniziranim pristupom medicinskoj njezi. Naziv se odnosi na stablo platane na otoku Kosu, gdje je Hipokrat podučavao medicinu prvim ljekarima. Simbol objedinjuje grčki stub, strukturu stabla, lišće, plodove, grane i pješčani sat, nacrtane jednom dosljednom linijom. Tipografija je dizajnirana ekskluzivno za brend i prati proporcije simbola. Uzorci, grafike i kancelarijski materijal upotpunjuju koherentan vizuelni jezik.
The Recognition
About the Srebrna nagrada A' Design Award
Platanus Primarna funkcija: Korporativni identitet je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i impresivnim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Platanus Primarna funkcija: Korporativni identitet bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomjera granice umjetnosti, nauke, dizajna i tehnologije. Platanus Primarna funkcija: Korporativni identitet je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.
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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