Verloskundigenpraktijk Voorhout
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With every life in this world a new identity is born. As my sister and het compagnon have a midwife clinic in the village of Voorhout, they bring some new newborn identities into this world every week. But for their own clinic they asked me to guide them in the creative proces to create their graphic corporate identity, as that is more in my area of specialisation.
In the first meeting we were reviewing their existing identity, and except for the pink color that was in it they wanted everything to change into something more modern and unique. Although I’m a graphic designer and done some logo’s, I wasn’t sure if I was able to perform this task. Also as my personal style is more masculine I had my doubts if I was able to find any connection to the more feminine industry of midwifes. But as I saw the former logo I agreed with them that it wasn’t a perfect fit for them either. And if I didn’t try, I wouldn’t know if I was the right men for the job.
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So with that in mind I walked towards the train-station in the tiny town of Voorhout after our conversation. Also feeling a slight stress where this
would go and if I would be able to design something that in a few years I still could be proud of. Ruminating about this I walked on to the roundabout in the middle of Voorhout and saw a statue of a flower-bulb. For me it connected to new life and also to the origins and culture of Voorhout as a village in the so called ‘Bollenstreek’.
After some first sketches in which I placed a fetus in to the bulb and let the round form of the bulb replace the first ‘o’, it started to connect for me. And slowly getting more confidence that there would be something that sister and her compagnon could relate to. In the end we abstracted the idea of the bulb a bit by removing the roots I first drawn underneath.
Along the process I noticed that I sometimes still doubted certain choices, but when I informed the midwifes they got a spark of enthusiasm about the logo. Which helped me in the proces of designing the outputs for their identity. When eventually reflecting on myself I learned that this is the perfectionist in me that rises above.
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Corporate identity-book
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Gezondheidscentrum Hooghkamer
It became obvious that they adopted their new identity as they announced they were moving towards a new care-center. Looking at the logo’s of the other parties, they concluded they wanted to make sure that they didn’t wat a to corporate view on living healthy. The logo would need to feel as really accessible. As it was all newly build an they were the first tenants of the building it had to fit in the modern approach. But which also meant that concessions needed to be made with the other parties. Whether that would be in colorscheme or in form.
With the clear briefing and good working experience of the last time, I drawn new sketches of the so called ‘Gezondheidscentrum Hooghkamer’. Soon the idea of letting the ‘G’ of ‘Gezondheidscentrum’ being the center of the logo appeared and they felt that was the right direction to explore. With some mindmapping we got more into the symbolic meaning and incorporated this into the logo. And as ‘Hooghkamer’ loosely translated means ‘High Chamber’ I searched for a font that unawarely kind of showed the feeling of this. It resulted in a contemporary logo, with a bit of a retro 80's touch as one of midwifes said.
 A few sketches of the first small ideas. |  A few sketches in which I tried to figure out a nice compostion |  Digitalization of the first ideas... |
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 ...with some research in to fitting typography. |  During the process the clients chose this as compostion, but wanted some more option in this direction. |  They liked the heart-shape in the center, as it shows caring and not especially a medical connotation. |
 Finalizing the logo and look how it holds up on different sizes, as ik comes onto the building but maybe also gets used in a folder. |