A Dermatology Practice Is Reborn!

Affiliated Dermatologists, Inc.

We are two Southern California dermatologists in the prime of our careers who are undergoing a true metamorphosis. For years, the practice's "personality" has been: nuts n' bolts, medical-surgical dermatology, efficient but stodgy, old-school, somewhat boring (though skilled and caring). Now the founding partner has left...and then there were two--my partner (a woman) and me (a dude), both in our forties and raring to go! We love dermatology (what could be better than helping patients with everything from cancer to wrinkles?) and now would like to redefine ourselves in the public eye. We've never done any serious advertising, but that's all about to change.

We would like a logo that conveys both a sense of "elegance" and aesthetic appeal, as well as one engendering confidence that one will get the highest quality "medical" skin care. Beautiful and fluid, without being overly feminine to the point where guys will think it's not for them. Contemporary, fresh and new, but not gimmicky, frivolous or superficial.

The logo could be used for everything from business cards, stationery, ads, web design, interior design or exterior signage. We want to attract new patients for general dermatology (rashes, skin cancer, acne, warts, moles, etc.) as well as cosmetic procedures (like Botox, dermal fillers for wrinkles, chemical peels, facials, lasers). We also want to reach out to our existing patient base and let them know, "Hey, we're still here...and we've had a makeover! Come back and see us!"

OK...so we are looking for some sort of icon, or visual symbol--probably incorporating the text "Affiliated Dermatologists" somehow--but not necessarily in the symbol itself. That is, if the visual is engaging but doesn't really "mesh" with the text, the words could be physically separated from the icon/picture (like under it, for example).

Word associations/ideas: elegant, flowing, fluid, contemporary, cutting edge, fresh, energetic, robust, renewal, pretty but not fussy. We're relatively near the ocean, and I like the feel of "ocean", but one of our colleagues is "Coastal Dermatology", so it can't be too close to his look (http://www.coastalskincare.com/dr_kaplan.html). Many colleagues incorporate some semblance of a female image (http://www.venturaplasticsurgery.com/), but this is just one possibility.

Orange is probably not a good color--either for your skin or our logo!
Yellow might not copy well.

Don't be afraid to push the envelope! We want to attract attention, but not be so fringe as to scare away the seniors.

Good luck!

--Ed Searle