The prevalence of ‘neutered sprites’ in logo design has been well documented. The saturation of them across all industries, particularity the health and social sectors, prevents them from being memorable and unique. Organisations using these in their identites have to work harder to prove that they are different and relevant to a contemporary audience. If Silverstream Health Centre wanted to stand out this was the first thing to address.
While studying the sketchbooks and notes of renowned Kiwi artist Gordon Walters an idea formed. Gordon spent much of his creative journey searching for a way to represent his cultural identity in an abstract form. His challenge resonated with me and I scratched ideas that, with a few rounds of alterations, would became the logo I was searching for.
Silverstream’s new identity reflects the qualities of the centre’s values: trust, progression, respect and approachable. The abstract koru hints at a modern Kiwi identity which is also reflected in the wordmark’s custom typeface.
