Carlakliniken
A graphic identity with
feminine forms.
Brief
Carlakliniken is one of Sweden’s largest private gynecological clinics, located in Stockholm, Gothenburg, and Malmö. To reflect their quality, professionalism, and leading expertise in the field, a new graphic identity was required. An important aspect was ensuring that the design expression was warm and human-centric, avoiding an overly sterile or medical appearance.
Idea
Inspired by the female body, a graphic identity was created that showcases Carlakliniken’s soft values and emphasizes women’s health.
Solution
A new graphic identity was developed, which includes a logo, fonts, illustrations, and colours. The illustrations consist of body silhouettes used as backgrounds and zoomed-in sections where the shapes together form different patterns. With shades of purple and pink, the style is colorful and unique, yet soft, secure, and professional. This graphic identity was applied to their website, stationery (including letter templates and business cards), presentations, and social media ads.
Results
The graphic identity has been overwhelmingly well received. The colour scheme and illustrations are appreciated by both patients and employees at Carlakliniken. The upgrade has given Carlakliniken greater opportunities to work with their graphic expression in communication and has put them more ‘on the map’, distinguishing themselves from other healthcare providers.
The silhouette of the female body forms a graphic pattern.
