OrangeMD Healthcare Branding & Logo Design
A fresh identity for a different approach to primary care.
Healthcare, refreshed.
Healthcare doesn't have to feel cold, complicated, or impersonal. OrangeMD is a direct primary care practice in Ogden, Utah, founded by Dr. Benjamin Larsen with a different approach to family medicine.
With a membership-based model focused on accessible, affordable, and more personal care, OrangeMD was setting out to do things a little differently. Its visual identity needed to reflect that.
The challenge was creating a healthcare brand that felt approachable and energetic while maintaining the professionalism and credibility patients expect from their doctor.
MOOD BOARDS
Finding the right balance of personality and professionalism.
The OrangeMD name gave us a great starting point for exploring a visual identity that could break away from the usual healthcare branding conventions.
Rather than defaulting to clinical blues and generic medical symbols, we explored ways to introduce warmth and personality without losing the trust that a medical practice needs to establish.
The goal was a look that felt modern, friendly, and confident. Something that would stand out in the healthcare industry without looking out of place.
DIGITAL SKETCHES
Exploring something beyond the standard medical logo.
With the visual direction established, we moved into logo development, exploring three initial concepts.
Each direction approached the OrangeMD identity differently, looking for ways to connect the name with the practice's medical services in a memorable way.
The goal wasn't to create something clever simply for the sake of being clever. It was to build a recognizable identity that patients could associate with a better, more personal healthcare experience.
#1
#2
#3
REVISIONS
Turning a promising concept into a complete identity.
Once a direction was selected, we focused on refining the details that would make the logo work as a cohesive identity.
Typography, proportions, color, and the relationship between the different logo elements all played a role in bringing the design together.
Orange became the defining color of the brand, providing an energetic contrast to the more traditional colors commonly associated with healthcare. Paired with blue, the palette strikes a balance between personality and professionalism.
I provide some mockups whenever possible to help my clients see the vision I have for their overall branding, even if we won’t be tackling those things yet.
THE FINAL IDENTITY
A little less clinical. A lot more memorable.
The finished OrangeMD identity brings a welcome dose of personality to primary care.
The combination of distinctive imagery, approachable typography, and a bright orange-and-blue color palette creates a recognizable visual identity that feels right at home in a modern medical practice.
It's professional without being overly formal, friendly without feeling childish, and distinctive without trying too hard.
The logo also earned a Star Garnet at the 2022 Idaho Falls Advertising Federation GEM Awards in the Logo or Trademark category.
Not a bad diagnosis for a healthcare branding project.
READY TO BUILD YOUR BRAND?
Your business deserves an identity that stands out.
Whether you're launching a healthcare practice or rethinking an established business, Son of Erik Design helps build memorable brand identities that communicate clearly and connect with the right people.
From Idaho Falls to Ogden and beyond, we work with businesses looking for more than just another logo.
Let's talk about your brand.