The "practice makeover" is in full swing in Dr. Scott Mann's offices, which welcome spring with a brand new logo.
BY SUSAN ABRAMOVITZ, Cincinnati, Ohio
Because changing a logo is a major
step for any business, doing so requires considerable thought, research and
careful planning. Sometimes a logo works well for a period of time, but
companies often outgrow the original design as they grow and change. This is
what happened at Dr. Scott Mann's practice, InVision. He had a corporate logo,
but it wasn't well suited to the technical demands or the branding direction of
the practice's new marketing strategy.
article will offer some helpful advice on how best to go about inventing or
reinventing a practice logo. We'll also show you how we used this advice to
update the logo for Dr. Mann's practice.
The angular mark of Dr.
Mann's old logo tends to appeal to men.
A good logo speaks
directly to the target market.
Features of a good logo
A logo serves as the anchor of your image -- the
signature of your practice.
It must always
appear professional and consistent so that it reassures and attracts existing
and prospective patients. It must be visually appealing and distinctive so that
Your logo will appear in
many places, so it's critical that you design it for such use. The design must
look the same and remain crisp and professional in any size, whether it's
applied to a business card, billboard, newspaper ad or Web site. During the
creation, it's imperative that the designer works from an exhaustive list of
A complex logo with intricate
detail often loses that detail when used in a smaller size or printed in black
and white. Complex designs can also prove expensive and difficult to reproduce.
Also, multi-colored logos will add to printing costs, so be sure to explore this
angle before choosing a logo with more than two colors.
Logos are emotional
Keep the number of people involved in a logo
decision to a minimum. Make sure that they understand the communication
objective of your logo and how it will represent your business. Don't try to
include every nuance of your company in a logo design. Understand that the
primary function of an effective logo is to convey your practice's name and
image in a memorable way to your patients and prospects.
A look at the old
Technically, Dr. Mann's old logo was ineffective in
large sizes because the thin letters rendered the name difficult to read from a
distance. Plus, blurred letters meant to emulate "out of focus," print poorly
and sometimes appear as a printing mistake. They are also difficult to read in
small type and appear muddy in newspapers.
Lastly, the original InVision logo is an angular mark, which tends to appeal to
the male population. Unfortunately, Dr. Mann's target market is comprised
primarily of fashion-conscious women. So in developing the new mark, Ideopia
paid particular attention to the colors and shape of the letters so the logo
would have a wider appeal to women. A good logo speaks directly to the target
Focusing on the new
The new logo is distinctive because the colors are
unconventional -- not standard, conservative, corporate colors. Now the color
scheme will draw attention to Dr. Mann's signs wherever they're posted and
they'll also be prominent on the Web, in print or on clinic jackets.
Dr. Mann operates InVision with two partners:
Drs. Becky Cook Mann and Jon Gudeman in Salem and Christiansburg, Va. Dr. Mann
was chosen as the winner of the Extreme Practice Makeover, sponsored by Haag-Streit
USA, Ideopia and Optometric Management magazine.
Ms. Abramovitz is president of Ideopia, an
advertising, interactive and brand strategy agency with a special focus on the
ophthalmic field. For more on the makeover, visit
Optometric Management, Issue: May 2005