PULMONALE is a portuguese NGO dedicated to the support and assistance of lung cancer patients and/or respective families. In 2012 they promoted a design competition to rebrand their former visual identity. They asked for projects comprising a logo proposal, corporate stationery and website layout.
Here are some slides of my presentation.
I tried to design a mark that could be divided into two "blocks", the symbol and the wordmark+descriptor, to allow for separate usage of these two elements in branded materials. The symbol would be a vehicle for the emotional values of the brand, whereas the wordmark+descriptor element would provide the formal and institutional character of the association.
I thought the symbol should have a friendly, soft and rounded feel to it, so that it would convey emotional values of proximity and accessibility. So, i designed it as an unconventional capital "P" (which stands for PULMONALE) that swirls twice to incorporate a stylized silhouette of a pair of lungs, thus quickly illustrating the field of action and expertise of the organization.
I feel quite happy with the way the symbol turned out, because i believe it does communicate the core values of the organization, while maintaining a very singular identity, although in retrospect, i can't shake off the urge to redesign the wordmark+descriptor block, as i now feel it is not a perfect match at all.
I also designed a proposal for a website layout and a branded desktop picture to visually unify the organization's digital work areas.
The corporate stationery was intended to make extensive use of transparent blue polypropylene as another branding vector. The envelopes, CD/DVD sleeves and personal cards feature this material. This would provide a visual lightness that would conform well with the "fresh air" blue gradient that colorizes the brand.
