Cura Technologies
Company Branding
Core - Powerful Data Elaboration
Cura believes in the power of data. Our symbol needs to reflect that we are a Data-Driven company. Our decision Support tools that will augment the doctors by providing new evidence for medication efficacy
Heart - Informed & Collaborative Medical Care
Cura wants to deliver the best possible human-driven care. Our symbol needs to reflect that we are Doctor driven. The best doctors in every speciality are active partners in shaping every new Cura application
Ideation
Cura Combines two sets of opposite concepts
Brand Story
Following Maslow's Pyramid of Needs
The Voice
Personality
Visual Exploration
Exploring the Rod of Asclepius
Symbol Explorations
Shapes that use the golden ratio
This exploration is called the Golden Snake. The medical symbol of the Rod of Asclepius made out of golden ratio shapes. It shows the accuracy & discipline of Cura.
The design component is communicating through the careful selection of propotions & sizes of the circles
Adding 'Data' to the symbol
The medical symbol of the Rod of Asclepius made out of a continuous flux of data. The data moves in a spiral movement & is captured by the snake coiling around it.
The design components are communicated through careful selection of proportions of the snake & the size of the squares
Font Explorations
Omnes, Typeface family by Daren Studio
The goal was to find an appropriate match between a style of letters & the specific social situation & body of content that defines the company & it's goals. Omnes meets the need for a rounded typeface, which is neither overly mannered nor excessively literal. Selective rounding adds subtle texture, while non-geometric forms pay homage to 19th century rounded Grotesques. It's that selective rounding & not-quite-geomtric letterforms that aid in Omnes usefulness
Omnes' personality doesn't explode from the letterforms or shout for attention, but rather hides in plain sight as subtle accents & unexpected curves. Notice how the little details give it just an extra budge toward something more significant that it's parts: they way the characters have a subtle curve to the end of the terminals. This movement is an elongation form the shape & gesture of the snake in the Rod of Asclepius
Final Logo
"The Snake of Asclepius"
This logotype is the central element in Cura's visual communication system. Through consistent & repetetive uses as a signature device & design element in Cura's visual communications. The logo becomes a visual shorthand that identifies the company & symbolically embodies it's activities, achievements & goals
This design intention is to show how Cura is making the current traditional healthcare practice moving ro a new process using digital tools, & making this method a new standard. The use of warm colors has the vocation to break out from the usual color palette in healthcare, often sing blue or green shades
Cura's logo is composed of a Logotype and a Symbol. The Symbol itself is composed of two elements. The Snake of Asclepius & a flux of data Bits. The data bits move in a spiral movement & is captured by the snake coiling around it
Grayscale
Grayscale is the collection or the range of monochromic (gray) shades, ranging from pure white on the lightest end to pure black on the opposite end. Grayscale only contains luminance (brightness) information & no color information; that is why maximum luminance is white, & zero luminance is black; everythig in between is a shade of gray. That is why grayscale images contain only shades of gray & no color. Grayscale is also known as achromatic. The normal grayscale reporduction is suitable for use on light backgrounds without modification
Watermark
Sometimes, ofthen due to production costs, only one color of ink is available, & so OSI Logo must be reporduced only using one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a loght color type on a dark background on in a dark color type on a light background. The logotype and/ or symbol outline must be distinghishable from the background color
Brand Collaterals
