Integrative Solutions Chiropractic, a new provider in Rochester, Minnesota, provides care focused on reaching the root cause of a person’s concerns through a thorough and multifaceted approach. They were seeking a logo design to match both the approach and the spirit of the business.

This case study below outlines the process which took place over the course over about four weeks time.

Initial Concepts

Business owner and primary provider, Dr. Steven Kreul, and I spent a bit of time at the beginning of the project discussing the business including his approach to treating patients which involves the careful coordination of three major disciplines: physical chiropractic care, nutrition, and lifestyle. Based on our conversations and some added research into practice specifics like location, other practices in the area, etc, I set to work on brainstorming concepts for the logo and landed on two I felt appropriately aligned with the goals of our project.

In the first round, I presented these two concept boards to base the design on:

Concept Based Logo Presentation

Steven and I discussed both concepts in detail and in the end we decided to explore both directions. At the next stage, I presented some preliminary logo designs based on each concept.

Choosing a Direction

After spending some time talking through the solutions for each concept, we ultimately narrowed our concept down to Intersections, and Steven choose two preliminary logos to pursue in the next round.

Exploration #1

Exploration #2

Choosing a Single Direction

After spending some time with the logo explorations, the time had come to choose just one. Though the decision was a difficult one, Dr. Kreul ultimately decided on just one. It came down to flexibility of use since the emblem and the text could be rearranged or even separated in several different ways leading to more options for use.

Additional Mark – Adding a Monogram

Many of my logo clients ask for a monogram in addition to a full logo for their businesses. Not only is it super useful for social media applications, but business owners enjoy the variety and flexibility of both multiple primary logo arrangements (such as horizontal and vertical layouts) as well as sub-marks like emblems to be used as they see fit.

Having a family of designs for your brand provides great flexibility, variety, and a bit of fun as you can pick and choose how you want to present yourself in any application. ISC decided on adding a monogram to their logo package.

Below are some of the arrangements and scales that I presented.

The Final Product