Visual identity redesign · guidelines · digital
SOGAZ MEDICINE / 18SOGAZ MEDICINE
We updated the visual system of a large medical group while preserving its recognition.
View case studyThe brief
When a visual identity no longer reflects a medical company's scale
The group was growing into new areas and digital channels, while its old visual system no longer conveyed its technological capabilities or supported the range of uses.
We needed to refresh SOGAZ MEDICINE's clinic network identity without abruptly breaking with its established recognition. The key constants—the name, primary color, and mark's character—had to remain.
We refined the logo's construction, developed graphic elements and guidelines for three divisions, then extended the system into advertising, documents, digital, uniforms, vehicles, and medical environments.
Logo redesign
We preserved recognition and fixed what held the system back.
We aligned proportions and letter spacing, refined letter geometry, and removed lines that cluttered the lockups. Softer corners made the mark calmer and friendlier.
Updated horizontal version
Balance
We refined letter weights and spacing so the logo works confidently at both large and small scales.
Friendliness
Rounded geometry preserved the technological character while adding softness appropriate to a medical service.
Clarity
We simplified the brand lockups and removed lines that created visual noise.
Brand architecture
One visual language distinguishes services while preserving a shared brand
Curves from the logo became rings, circles, and soft fields. Each of three divisions received its own palette and rules while retaining the parent brand's shared dark blue.
High-tech medicine
Sky blue and light blue: precision, technology, and calm.
Occupational medicine
Green and steel: readiness, order, and systematic care.
Treatment and rehabilitation
Ochre, lavender, and lilac: recovery, warmth, and environment.
Official taglineBringing the best together
The system at scale
The guidelines connect brand, service, and everyday work
We updated a large set of advertising, informational, and working materials. The final guidelines cover not only logo and color, but dozens of real situations, from letterhead and doctor uniforms to ambulances and entrances.
The brand becomes independent of any one layout and a tool for a distributed organization.
The system in application
Medical network identity, from leaflets to entrances
One principle works in patient communication, at the point of service, and inside the organization. Below are design mockups from the final system.
Digital system
A visual style that holds its own on screen
The graphic elements gained clear behavior for websites, social media, and mobile formats. They organize content, direct attention, and remain recognizable without constantly repeating the logo.
Environment
The system stays clear where fast orientation matters
Project outcome
A redesign that preserves trust and a system ready to grow
The updated identity looks cleaner, more technologically advanced, and more human. Yet the audience still recognizes the brand: we strengthened its existing constants rather than replacing them with a new decorative image.
The project shows how redesign helps a medical network or large service company organize communications, distinguish divisions, and maintain one standard across hundreds of applications.
- Logo audit and redesign
- Architecture of three divisions
- Color and graphic system
- Photography and typography guidelines
- Advertising and print
- Business materials
- Uniforms, vehicles, and packaging
- Wayfinding and environmental design
- Digital and social media
- Brand guidelines
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Identity · packaging · digital
Discuss a project
Has your business outgrown its visual identity?
We will identify what to preserve, what holds growth back, and how to create a shared language for products, teams, and channels.
Discuss a projectPhone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street
Atlantic City, 126B Savushkina Street