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08: off label

BRANDING/PRINT/DIGITAL

Off Label is an organisation associating experienced doctors - experts in their field, to share the knowledge and expertise on regularly held conferences and training.

The logo was inspired by the Vitruvian Man and his perfect proportions. The concept was minimised, yet with attention to preserving harmony and symmetry. It has dynamic and powerful elements to stress the position of a leader in the industry, and it’s encompassed in a circle - the perfect figure.

Colours are inspired by the gemstones: firstly, Da Vinci was a jeweller and regularly worked with various gemstones, secondly gemstones highlight a premium status, which we were willing to employ in our branding.

We chose the Ascentis typeface by Emily Jing Sum Chan as our default typeface. The serif aspects of this typeface indicate the prestige of Off Label - an established organisation with much experience and knowledge, while the modern elements of star-shaped terminals and deep curvatures refer to its innovative approach. For these reasons, the neo-serif typeface was a perfect fit.

We hope we were able to, with our colour palette and typeface, create a mysterious and slightly unapproachable aura around Off Label, as it attaches great value to curating the environment within the organisation and selects experts and members with much care.

Finally, we wanted to create a mysterious and slightly unapproachable aura around Off Label, as it attaches great value to curating the environment within the organisation and selects experts and members with much care. We hope that with our colour palette and typeface choice we were able to achieve that.

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We utilised collages – including sculptures allowed me to set the classical tone and atmosphere of education and knowledge, yet combining them with modern and playful elements created a balanced composition implying a mix of experience and innovation.

 

Further, we created an iconographic system utilised across presentation templates, pitch decks, offers and invitations to firms, as well as on the website. Icons are minimalistic and clear, yet developed enough to have elegant and aesthetic features. Almost all of them are inscribed within a circle, to refer to the logo.