Bruised, but Still in the Fight

January 23, 2024

Written by Sean Fermoyle

Design

In the Underscore Podcast episode where I was a guest, we delved into the realm of healthcare branding, specifically focusing on the logos associated with this industry.

During the discussion, the podcast host, Christian Solozano, pointed out that healthcare companies possibly often opt for a safe or neutral approach in their logo designs. This strategic choice is driven by the need for scalability across different platforms and technologies. I concur that the engineering of a logo mark and its intended uses are crucial considerations in design or rebranding. However, it’s important to clarify that our podcast chat primarily addressed the aesthetics of healthcare brand logos, exemplified by Johnson & Johnson’s recent rebranding. While designers may have personal preferences regarding logo styles or trends, these discussions should not overshadow the strategic considerations that inform a redesign or the functionality a logo must now serve. The conversation did not emphasize that healthcare logos should not only possess mass appeal but also convey a sense of purpose. Most importantly, they should reflect a commitment to assisting people through their services and products.

Acknowledging that various industries have identity marks that may be perceived as less “exciting” from a design and cultural standpoint, it’s worth noting that everyday companies like Home Depot, Jiffy Lube, and grocery stores like Mariano’s (for example) have solid brands. These brands showcase effective engineering in terms of scalability, functionality, and the delivery of promised experiences and reliable products and services. Are their logos and branding “exciting”? I’d say not.

In reconsidering my stance from the podcast, I retract some of the attitudes and opinions expressed regarding the healthcare industry as a whole. However, I maintain the belief that all industries can challenge norms, evolve, and contribute positively to culture. By moving the conversation forward, reshaping public perceptions, and emphasizing value, industries can have a lasting and positive impact.