The task was redesigning the logo for Očna poliklinika – Okulistički Centar (en. Ophthalmological Center) also known as OKUC – a shortened name that the public and customers have embraced, It is derived from the main name and served as the basis for the logo symbol. The goal was to create a modern and meaningful logo that would better represent the clinic and its services.

I started by selecting a combination of fonts that worked well in digital and print media for a clear and striking look. The new color palette was primarily optimized for use on digital platforms such as the web and social media but was also designed to be effective in print media. I chose a more subdued and calming shade of red, as the shade used in the previous logo was a bit harsh on the eyes when it appeared on large surfaces.

The chosen final visual identity solution is a representation of an eye with the letter “O” (Okulistički, en. Ophthalmological) being the apple of the eye, while the letter “C” (stands for “Center”) represents the iris. The minimalism of this solution allows the logo to look good even when it is reduced in size in print and digital materials. The final logo successfully represents the clinic and its services in a modern and meaningful way. In addition to redesigning the logo, I created photographs for promotional materials, such as the website and print materials.