Platanus Primarna funkcija: Celostna grafična podoba by Pedro Panetto

Platanus Primarna funkcija: Celostna grafična podoba by Pedro Panetto is a highly esteemed winner of the very prestigious 2021 Srebrna nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

SrebrnaGrafika· 2021

Platanus Primarna funkcija: Celostna grafična podoba

by Pedro Panetto

Client: Pedro Panetto

Srebrna nagrada A' Design Award Winner in Grafika Category

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The Design

About Platanus Primarna funkcija: Celostna grafična podoba

Platanus je celostna grafična podoba, ustvarjena za psihiatrično ordinacijo s humaniziranim pristopom k zdravstveni oskrbi. Ime se navezuje na platano na otoku Kos, kjer je Hipokrat poučeval medicino prve zdravnike. Simbol združuje grški steber, strukturo drevesa, liste, plodove, veje in peščeno uro, narisane z eno samo dosledno linijo. Tipografija je bila zasnovana izključno za blagovno znamko in sledi razmerjem simbola. Vzorci, grafike in pisarniški material dopolnjujejo skladen vizualni jezik.

The Recognition

About the Srebrna nagrada A' Design Award

Platanus Primarna funkcija: Celostna grafična podoba je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od Platanus Primarna funkcija: Celostna grafična podoba se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Platanus Primarna funkcija: Celostna grafična podoba je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.

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