Dominion Imaging: logo design

This brand began with a challenge. Dominion Imaging would be opening among several medical giants in Richmond, Virginia. The brand needed to evoke professionalism, experience, and boldness being able to hold its own next those brands. It needed to reflect the technology and expertise of Dominion Imaging but with modern flavor and a fresh and unique color palette.

Our team developed several different logo concepts to present to the client each falling at a different place on the scale between traditional, formal Richmond medicine with contemporary twists to completely abstract modernity. The Dominion Imaging team chose one of the more simplistic but most modern concepts we presented to them.

This mark and type work together to bring the boldness and straightforwardness needed for the brand to hold its own in a competitive area. Simultaneously, the sleek, modern curves communicate being at the forefront of cutting-edge technology and practices. The lack of many hard angles in the mark paired with a sans serif font subtly conveys the softness that is needed within an industry that is often associated with life-changing news.