• A$150

• 209 designs

• 61 designers

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Logo Design Brief

Brand: Specialist Medical Services (Master Brand)
Sub-Brands: Sans Souci Doctors, Bangor Medical Centre, Earlwood Medical Centre

We are seeking a complete modern redesign of our existing logo system. The current branding feels outdated, visually heavy and somewhat clunky, and the existing colour combinations do not feel refined or contemporary. Overall, the logo no longer reflects the level of professionalism, quality and cohesion we aim to represent across our practices. We would like to elevate the brand into something sleek, elegant and timeless, while still maintaining enough familiarity to preserve recognition across all locations.

The refreshed identity should feel upscale, polished and contemporary. Our signature pink must remain a core brand colour, however we would like it paired with more refined supporting tones such as grey, charcoal, white or other soft neutrals. The updated palette should feel cohesive and sophisticated rather than bold or mismatched. Yellow does not need to be retained. The overall aesthetic should be lighter, cleaner and more minimal, moving away from bulky shapes and dated styling.

In terms of design direction, we are looking for sleek lines, balanced proportions and a streamlined composition. The brand should feel confident and established without appearing overly corporate or cold. The current hand, cross and family silhouettes feel heavy and outdated, so we are open to a more refined or abstract interpretation of care, health or connection. Subtle medical references are preferred over literal symbols. Thin linework or monoline elements would be ideal, and we are open to a mark that integrates seamlessly with the typography rather than sitting as a separate, dominant icon.

Typography should play a key role in elevating the brand. We are open to modern, elegant sans-serif fonts, with thoughtful uppercase and lowercase combinations to create hierarchy and visual balance. Spacing and alignment should feel intentional and premium. If appropriate, subtle refined detailing or script-inspired elements may be explored, provided the overall look remains professional and highly legible.

Importantly, we require a flexible and cohesive logo system that works across all branches. This includes a master brand logo for Specialist Medical Services and consistent sub-brand variations for Sans Souci Doctors, Bangor Medical Centre and Earlwood Medical Centre. The structure should remain uniform to maintain brand unity, while clearly differentiating each centre by name. The final system must translate seamlessly across signage, digital platforms, print materials and uniforms.

This is not a minor adjustment but a considered refresh to modernise the brand, improve its visual presence and create a more elegant and enduring identity across all touchpoints.

Logo Text

Specialist Medical Services + Sub Brands: Earlwood Medical Centre | Bangor Medical Centre | Sans Souci Doctors

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