Passion, was the first thing that sprung to mind when meeting Charlotte and Victoria. Passion for their profession, for their business, and for showcasing River Aesthetics as a truly pioneering brand that has its patients at its heart. As a designer it was easy to feel an immediate affinity to their vision for a brand that is both aspirational and beautiful.
Beauty is a word us designer types use all time. We use it to describe colour, fonts, photography, websites, the list goes on. But to truly represent how human beings perceive beauty and pair it with something seemingly opposite, that’s as technical and complex as human physiology, was a challenge.
The Golden Ratio and the Nautilus shell
The Golden Ratio is recognised by the Greek letter phi. Greek architects used the ratio 1:phi as an integral part of their designs, including the Parthenon in Athens. The Nautilus shell has often been associated with The Golden Ratio, and gave us the link we were looking for; Natural Beauty meets Science.
We explored various versions before agreeing the final concept. It was imperative to represent both attributes equally, without compromising the design or the meaning behind it. We achieved this by using a clean fresh colour palette with natural accents, paired with a metallic for the main logo, symbolising the elements that run throughout all life. The brand mark and the colour palette were then married by using a stylised Nautilus water mark.
Proportion and Consistency
In medical aesthetics, proportion is everything. In design, consistency is everything. It seems our two industries are not so dissimilar after all. Good branding is not just a logo, it’s the little things that count. Every photo, every word, every post on social media, needs to be consistent, it drives brand recognition, encourages customer loyalty and ignites trust points.
Spoken are incredibly proud to have been part of this project, and to have had the opportunity to have worked, laughed, and collaborated with Charlotte and Victoria. We can’t wait to see how the next stage of their journey unfolds.