A great logo must be simple, memorable and versatile. It must provoke curiosity, inspire thought and give you that "ah-ha" moment.
As I began developing the identity for Capeside Oral and Facial Surgery, I knew incorporating the iconic shape of cape cod would feel familiar to local residents/future patients, but I need more than familiarity, I needed originality.
I also researched local and national maxillofacial company logos and determined differences and similarities. One notable similarity was the use of a facial profile.
I quickly realized that a profile would meld perfectly with the "side" of the "cape". I literally created Capeside. The final logo felt clean, unique but still recognizable.
The navy blue color palette was selected for it's associations with confidence, security, calmness, responsibility and of course, water. The typography is understated and complimentary to the brands mark.