Logo Design Brief

FLX Medical Infusion is a new Western New York healthcare organization. As such, it required a logo system, business cards, signage, print marketing materials, staff and location photography, a consistent color palette, copywriting and a website.

I.V.-infused medical treatments are often lengthy procedures. Patients may sit for hours as the prescription medication is slowly administered. In a clinical setting, this might mean hours in uncomfortable hospital chairs or in public spaces with little patient privacy. FLX Medical Infusion remedies this by placing the patient’s comfort and privacy first. The healthcare organization offers plush leather chairs and private rooms bathed in sunlight to promote patient relief and wellness.

FLX Medical Infusion asked that the logo speak to the upscale, personalized nature of the care it provides and to the organization’s New York Finger Lakes location. Often, the FLX Medical Infusion team spoke of the organization’s mission using words like ‘restorative’ and ‘personal’ and ‘upscale.’ Creating a mark for the burgeoning healthcare treatment center provided Insomniac Studios with a unique challenge.

Logo Design Process

The FLX Medical Infusion logo design process took several iterations to arrive at the final logo design. Once the client, however, saw the concept for the final FLX Medical Infusion logo design, there was no going back. The client loved the combination of symbols and meaning behind the new logo design.

The FLX Medical Infusion logo design combines several healthcare, nature and geographic references to form the new logo. First, the logomark represents Lake Canandaigua. The two crests at either side represent the high land that surrounds the lake, while the descending curve in the center represents the glacier-carved Finger Lake. Secondly, the logo’s linework horizontally depicts the Staff of Asclepius, the serpent entwined rod that is the symbol of medical and healthcare practitioners worldwide. The shape further echoes that of an EKG heartbeat and water ripples.

Insomniac Studios designed four logo variations. Each can be used to fit available heights and widths. The company’s name is initialized in the fourth version as FLXMI. This logo variation was designed for small applications where there is not enough space available to accommodate the full name.

To accompany the new logo designs, Insomniac Studios developed a muted, natural color palette. These colors were used to develop the FLX Medical Infusion brand identity, website and marketing materials.

Design and Copywriting

The logo design, website development and print marketing collateral projects were developed as the company was obtaining pertinent medical licenses and insurance providers. Concurrently, FLX Medical Infusion was also renovating office space across the street from F.F. Thompson Hospital in Canandaigua, New York.

To alleviate the pressure of setting up a new healthcare business, Insomniac Studios also wrote the copy for the company’s website and marketing material. Insomniac Studios conducted informational meetings with FLX Medical Infusion to identify key topics and craft a meaningful company narrative for three core audiences: referring physicians, insurance providers and potential clients.