BrandTailors consultants have positioned Generis, the pre-birth monitoring and in vitro fertilization clinic, as the place where happy children are born. In the attempt of bringing the new brand to life, it was crucial for the brand identity to express both doctors’ precision and empathy, so to induce trust and calmness to the mothers-to-be. The magnifying glass was thus used both as a logotype symbol and as a brand device to stress the idea of precision while teal colour was chosen to express the human and empathic side of medicine.
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