Project

MacOrtho Logo

Client

Division of Orthopaedic Surgery at McMaster University (MacOrtho)

Year

2021

PROJECT Summary

I was asked to design a new logo for MacOrtho that reflected their branch of surgery, which focuses around bone and joint injuries and conditions, with a modern look and feel that utilized existing McMaster brand colours.

Research

After discussions with MacOrtho, I gained insight into their goals, vision, and values as a division. They provided me with key information about orthopaedic surgery so that any graphics I created were accurate and appropriate for their field. I used mind-mapping to explore ideas and potential starting points for designs.

Design Process

Preliminary sketches focused around key words identified in my mind-mapping — specifically, bones, joints, and orthopaedic surgical tools. I chose the three strongest designs from my sketches and refined them digitally. I presented the three options to MacOrtho before moving forward with the final agreed-upon design.

Final Deliverable

The final design features a simplified graphic of knee bones, as knee surgery is the most commonly performed orthopaedic surgery in North America. The graphic makes use of negative space in the wordmark, resulting in a simple, clever, and effective logo that highlights their line of work.

The typeface of the wordmark is a strong, bold sans-serif that is in line with their departments strength and innovation in the field of orthopaedic surgery.

An image of 3 hoodie sweaters with the words "We are MacOrtho" printed on the front. The sweaters are maroon, black, and grey.