What we did: Branding
Tan Chiro is a local chiropractic practice who approached us recently. Dr. Jace Tan, the founder of the practice, came to us with the purpose of redesigning her logo whilst still maintaining the existing brand identity and personality.
Based on our discussion with Dr. Tan, we came up with a ‘persona’ for the brand as an approachable, super caring, and knowledgeable friend with clients’ best interests at heart.
The FJ team experimented with heaps of styles before deciding on this version. We went with the shorter ‘Tan Chiro’ instead of the full ‘Tan Chiropractic’ because it’s cleaner (to look at) and catchier (to remember), thus having a better brand recognition potential.
A softer ‘Fredoka One’ typography was then selected to communicate the friendly & approachable image Jace wanted to convey. After rounds and rounds of trial and error, Fredoka One emerged as the winner for being most appealing and flexible. Other fonts felt a little bit more dull as their alphabet were consistent, whereas the Fredoka One was just right – Natural and Organic.
We also utilised the organic shape of the font to create the blob elements that form part of the branding & identity.
The original line art motif (a decorative image or design, especially a repeated one forming a pattern) is preserved but we rounded off the edges (to blend with the typography) and mixed in a fine line for a more refined but still friendly look.
Finally, we selected a palette of very natural, earthy tones that we feel can capture the essence of holistic health practices like chiropractic as Tan Chiro’s brand colours.