Portfolio Identity Isedo Therapy Identity Isedo Therapy Identity
The Brief:
No real brief was provided for this project so the design concept was generated in multiple different styles with an on going process of elimination to determine the most suitable identity. The project would include creating a name for the company as well as the visual identity.
The Concept:
The process began by brainstorming composite names from words that reflected the service. Keyword like: Harmony, Balance, Alignment, Healing, amongst others, were investigated. English word combinations where either overused or did not sound appropriate so the search was expanded to French and Latin. After approximately 60 names were generated the list went through a process of elimination to determine the most suitable candidate. Once the name was chosen a similar process was followed to determine the visual identity.
The Solution:
The company name is based on the combination of 'I' (as the therapist) and 'sedo' (a Latin prefix for "to settle, and balance"). After careful deliberation the primary association of 'sedo' in the English vocabulary was identified as 'sediment, sedimentary'. Using these words I thought of water and lily as the water creates sediment and the lily is balanced on the thin surface of water. The logotype was generated using hand drawn letter to add warmth and character. The letters are fluid and the word is visually balanced horizontally and vertically without appearing static.
