Logo Design: Physical Medicine & Rehabilitation Department of Makati Medical Center

In time for the National Disability Prevention and Rehabilitation Week Celebrations last July, The Physical Medicine & Rehabilitation Department of the Makati Medical Center (MMC) commissioned me to create a logo for them. Candice, a staff physiotherapist sent me their initial concepts, which she described as something that looks so much like "The Incredibles":

They wanted a logo that would be used in pamphlets, official documents, lectures, embroideries – all official functions of the department. The logo then had to be simple, iconic and easily represented in all types of media, including clothing. Thinking about a representative symbol for a rehabilitation clinic is not easy especially if you want to be unique. Cliché symbols includes stylized humans in various dynamic poses, wheelchairs and other adaptive equipment and many else (and I've used so much of these in many previous projects!). I started with a particular symbol, that of a hand (which is a cliché symbol in itself). But then I added an ellipse above to make it somehow look like a person.

I then arranged three of these symbols into a composition, something I hope will be able to represent 3's in the rehabilitation profession: the rehab team of the physician, therapist and client, the allied professions composed of the physical therapist, occupational therapist and the speech pathologist, and their vision, mission and objectives.

The idea behind the logo drew an instant appeal from their staff and department head, Dra. Melissa Zamuco-Mercado, and was immediately integrated as part of their celebrations and department branding. As of this moment, the logo is already in use, and pending final approval by the administration of MMC.

And the simplified 3 color versions with the circular seal variation.

Logo Design: Flex-3 Fitness Product

I recently designed the logo that will be considered for a new fitness product, the "Flex-3" which stretches and tones the muscles and joints of the shoulder girdle, chest and upper back to improve flexibility and strength, decrease pain and improve posture. The device helps golfers improve their drive and overall game and practically "unleashes their A-Game." In a therapeutic setting, it helps patients with slumped posture, pain and stressed-out muscles in the upper back and shoulders, as well as pain and tingling down the arms and hands. A session takes only 3 minutes and greatly improves shoulder girdle flexibility and tone, hence giving it the name "Flex-3". John F. Carlucci, D.C., chiropractor and owner of a physical rehabilitation facility in New Jersey developed and patented the Flex-3 device. He wanted a logo to represent the product.

The product goes with the tagline "Super Flexibility in Just 3 Minutes." Specifications stated that fonts, graphics and style must be dynamic yet professional since it will be directed at financially and educationally upscale golfers and medical professionals. Some sort of stylized or abstract human figure can be incorporated into the Flex-3 logo text that communicates upper body flexibility, dynamism, vibrancy and life. John wanted the logo to be so visually striking and instantly compelling that when people see it on a T-shirt, golf hat or ad they think "that REALLY looks cool, what's that about?"

Initial ideas consisted of integrating a human figure within the text, and the most obvious way to do that is to replace the "X" with a human figure. I suppose this approach has been done in innumerable designs in various configurations, so this version should somehow be unique. Since the product emphasizes on flexibility, I decided to separate the human figure in two components, with each one using different colors. The two components met at each other's point, forming the apex or the joint of the figure. I think this suggested movement even though it is essentially a static figure.

Adding in the text, using a modified Microgamma typeface (connected capital "F" and "L", with a small "e", of the same height) and a dynamic "3" (using Scope-3, a typeface I developed), I completed the initial proposed logo. Since the "X" was the main focus, I made sure it was exactly in the center of the whole logo, adjusting the rest of the text to make it balanced. I made an enclosure that "bent" inwards, further placing focus on the human figure.

John commented that I tone down the "3", the same font as the rest. In a way, the "3" seemed too loud, taking away the attention from the "X".

The frame used before seemed to penetrate into the logo (the logo has to float on top of this frame), thus decreasing its legibility. I devised another frame that provided an ample enclosure, and with its design, also suggested "flexion".

After providing multiple color options, the final design was eventually accomplished and released.

The logo can now be seen in use at their website at Flex-3, Inc., and a video of the actual product can be seen below.