Identity System for Igushiin Pharma, Mongolia

Revitalizing a Brand

The CEO of Proliance, a Mongolian healthcare corporation, wanted to change the wordmark of Proliance’s subsidiary, Iguushin, to match the feel and character of the mother company. Proliance recently underwent an identity redesign, and they wanted Iguushin’s identity to have a family feel.

To make their identity fresher, and tie it to the mother company, we chose to present the Iguushin logo in the same orange color – the leaves from the Proliance logo were also brought in to the Iguushin logo.

A matter of great importance was the font chosen for the logo. Iguushin is a local Mongolian pharmacy, and would have collateral signage, labels and packaging, as well as letterhead, and other identity needs. The font chosen, therefore, would need to have a full Mongolian Cyrillic as well as Latin character set, be free of charge, usable as a webfont, and be clean and modern. This turned out to be a tall order, but eventually PT Sans was chosen.

The Process

The old Iguushin logo was pixelated, unavailable in multiple formats for new applications, less modern, and worst of all…misspelled. The modern Proliance logo of the parent company represented the direction the companies want to go, with a vivacious orange, and growing, green leaves.

We started by presenting the client with the initial concept – we chose PTSans for its flexibility, and the orange box for its boldness. The client wanted the orange from the Proliance logo to be prominent.

It was then decided to bring in the leaves to add a closer tie to the parent company. The orange box was dropped, and a variation of concept #6 was chosen.