The Branding Process: Part 2

Above is the logo chosen with the color and text choices that made the cut. I have a few reasons why I chose this logo above the others:

- The modern design reflects the characteristic of Promeaga be a "new" and revolutionary drug.
- The center ovals of the logo symbolize a cell with a nucleus which is the level that the drug performs at.
- The outer loop of the logo has a whimsical look. This was added to create an approachable and "take action" feel. It was made to look like someone took a marker and circled the cell; the way that Promeaga works. The negative space that interrupts this loop heightens this take action aura and creates interest.
- The logo looks like an abstract target, one of the key words and ways that Promeaga works in the body.

Adding the brand name to the logo was the next step. As you can see from the examples, I wanted to use a san-serif font to mimic the clean and modern feel of the logo. I ended up with a thin, rounded san-serif named VAG Rounded in title case which worked well with the roundness of the logo and the way the letters created even more circles in the brand name.

Lastly, color is added to the logo. Color is very important in the branding process. Colors aren't just chosen to make the logo pretty, there is a large amount of psychology and symbolism behind each and every color. I have always been interested in color psychology, so choosing colors was an enjoyable task. The orange-red gradient and the vibrant light blue were chosen with aesthetic and psychological purposes. The blue signifies a state of disease, yet the shade of blue does not look dangerous or grotesque. The orange is a very vibrant and active color, but after some more research, I found that the color orange stimulates the immune system. This works for this logo since Promeaga doesn't compromise the immune system, yet is able to rid the body of cancerous cells. In the end, the final logo is modern, optimistic and approachable; exactly what I wanted this pharmaceutical drug is to represent.



Logo color and typography concepts and final Promeaga logo design. 2009. Lindsey Pionek. Adobe Illustrator CS4.