Korime
Korime is a psychoeducational center focused on the diagnosis and treatment of children’s learning disabilities, language deficiencies, and behavior. The institution is characterized by its collaborative team who work alongside parents and schools to ensure that disorders that appear during infancy are temporary when treated timely.
The challenge of this project was to set the brand’s concept around Korime’s multidisciplinary efforts towards child development. Therefore, the strategy implemented aimed to reflect the basis of an integral service through the introduction and union of a primary color palette and basic geometric shapes. Alternatively, when broken down, these element serve as individual identities for each of the three disciplines —pedagogical psychology, language therapy, and clinical psychology.
The inspiration for this project came from Korime's core value, which is: team work. When I analyzed some of their competitors I noticed that most of them fought over their patients with each other; while Korime's whole approach is to join forces in order to give children complete diagnoses and treatments.
As a result from this research, I decided to design a logo made out of individual identities. Identities that could work in a harmonious composition or broken down to represent each psychology discipline. Because Korime focuses on early child development, basic shapes and primary colors seemed to be coherent with the brand's message.
Once the concept phase was done, the first thing I did to create the logo was to start sketching by hand. After many attempts at creating a good composition I finally had a logo ready for illustrator. A few days after that, and some existential crises later I had my logo in black and white. Next, it was time to try several combinations of primary colors, and after that, I assigned a shape and a color to each discipline. Finally, some print tests later, I had a finished logo.
The project received a very positive response right away. Korime, for instance, agreed with this graphic approach since the beginning, but I think they were truly convinced once they saw that people actually kept their business cards.
This project reminded me how important it is to research and dig into the values of which ever brand we are dealing with. Research and familiarity with the brand should pave the way for the graphic identity, giving us the tools to decide the rules we like, and the ones we can afford to break.
i love the colors, they're spot on!