Platanus Primary Function: Identità Corporativa by Pedro Panetto

Platanus Primary Function: Identità Corporativa by Pedro Panetto is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Argentu in Disignu Graficu Competition Category.

ArgentuGrafica· 2021

Platanus Primary Function: Identità Corporativa

by Pedro Panetto

Client: Pedro Panetto

A' Design Award d'Argentu Winner in Grafica Category

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Verified Award Winner

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Colors

The Design

About Platanus Primary Function: Identità Corporativa

Platanus hè un'identità corporativa creata per un cabinettu di psichiatria cù un approcciu umanizatu à e cure mediche. U nome face riferimentu à l'arburu di platanu di l'isula di Kos, induve Ipprocratu insignava a medicina à i primi duttori. U simbulu riunisce una culonna greca, una struttura d'arburu, foglie, frutti, rami è una clessidra, disegnati cù una sola linea coerente. A tipografia hè stata cuncepita esclusivamente per a marca è seguita e proporzioni di u simbulu. I mutivi, e grafiche è a cancellaria cumpletanu u linguaghju visuale coerente.

The Recognition

About the A' Design Award d'Argentu

Platanus Primary Function: Identità Corporativa hè un vincitore di u premiu A' Design Award d'Argentu, una ricunniscenza straordinariamente prestigiosa attribuita à i disegni di alta gamma, splendidi è impressiunanti. I vincitori d'Argentu sò opere tremendamente brillanti è estremamente creative chì illustranu l'espertisa, u talentu è l'acutezza eccezziunali di i so disegnatori. Si aspetta chì Platanus Primary Function: Identità Corporativa sia una opera maravigliosa di mostra, rimarchevulemente prufessiunale è prufondamente innuvatrice. Stu disegnu vincitore di u premiu A' Design Award d'Argentu hè una invenzione assai nutevule è ammirata chì benefizia è allarga i limiti di l'arte, di a scienza, di u disegnu è di a tecnulugia. Platanus Primary Function: Identità Corporativa hè una creazione assai invidiata chì evoca disideri, introduce sentimenti pusitivi è accende stupore è maraviglia.

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.

Read the Press Release