Atlanta Center for Reproductive Medicine hired me to revise their logo slightly and help them create a standard look and feel. They did not want to lose recognition for the mark they had been using for many years, but they also needed to update the colors and shape of the mark. Specifically, they were attached to the script font used in the acronym and the green hue, thus ultimately felt uneasy changing those elements.
The parent and child abstract shape had recognition issues, so I updated the basic shapes to look more like a parent and child, a fetus and a cluster of cells and increased the size of the full company name. I also increased the intensity and percent of the navy blue and green to better work with typography.
On the standards, I introduced warm colors (yellow, warm grey) to the palette to lend a more colorful look to the materials and created color standards to share with all of their vendors. I chose a more modern font for their materials and established a design that includes rounded corners with large light titles reversed out of the powder blue. To save cost, I developed a pdf to be shared online or printed in the office with minimal waste of space or paper.