Equip Physiotherapy & Pilates

Georgie McKenzie Graphic Design | Equip Physiotherapy & Pilates

Equip Physiotherapy and Pilates is a private physiotherapy practice providing high quality, hands-on service, covering a wide range of health and wellbeing issues.

Equip is a few years old, and they had existing branding that needed updating. Their old logo was bright purple and yellow, and didn’t fit the modern, friendly vibe that was the heart of their business in this new phase. Also, they were moving locations so it was the perfect time to refresh.

The business is located in Horsham, a rural centre that serves a really broad area. Their clientele is varied - from sports people, to new mums, to the elderly - so we needed to communicate the brand in a way that addresses such a diverse range of people and ailments.

Christa, the owner of Equip, contacted us with a hint of an idea, but also left the scope quite broad [which we love!] #hellocreativity. 

Here’s how it unfolded:


Moodboard

Before gathering images for the rebrand of Equip, we brainstormed up some words that tied in to who they are and what they do, to inspire a new brand that’s unique and independent.

Some of those words: Hands / Bones / Muscles / Pain / Spine / Shoulder / Knee / Legs / Arms / Body / Health / Wellness / Glow / Mandala / Movement / Fitness / Curve / Ball / Posture

Often it’s good to carry an element of existing branding through to a new brand. This helps your customers see the relationship, the progression, and doesn’t just shake off the old brand completely, yet carries what’s working and reshapes it. In this case, it was the purple colour.

The moodboard for this project was inspired by collected images from the client. They’d looked at shapes and textures - clean and minimal logos - that tied back in to the services they offer [not too literally, but just enough]. And even though they’re simple, a lot of these shapes convey movement, which is the exact ‘core’ of a physio and pilates studio [pun intended].

Georgie McKenzie Graphic Design | Equip Moodboard

 

The colour palette revolved around the evolution of the purple colour, and we tweaked it to be soft, gender-neutral and complement grey to harmonise the intensity.

Georgie McKenzie Graphic Design | Equip Physiotherapy and Pilates Branding


Design Development

In an effort to get away from the millions of cliche medical logos in circulation, we referenced the inspiration that was much less literal. We liked the idea of the body being in the logo, but whether that was to be literal or more abstract we weren’t sure. So we experimented.
 

Georgie McKenzie Graphic Design | Equip Physiotherapy and Pilates Branding

 


Concepts

Our ideas were narrowed down to a series of concepts that we shared with the client. 

Georgie MCKenzie Graphic Design | Equip Physiotherapy and Pilates Branding

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The Final Outcome

The final logo is sleek and uncomplicated. There are several elements within the logo, but they’re well organised so it remains light and fresh. The logo elements sit as a tight collection but can also be pulled apart to work independently.

Georgie McKenzie Graphic Design | Equip Physiotherapy and Pilates Branding


Applications

Business cards.

Stationery.

Georgie McKenzie Graphic Design | Equip Physiotherapy and Pilates Branding
Georgie McKenzie Graphic Design | Equip Physiotherapy and Pilates Branding

Check it out on the portfolio