Let’s talk about one of the most important components of a brand. The LOGO. The definition of logo is “a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.” What’s a logo’s purpose? To make companies stand out. To identify key information. To give the company brand recognition… It’s huge, and we love having the privilege of creating logos for our clients.
So we’ve decided to share some of the logos we have created and how they came about.
The Client…
True Health New Mexico is a commercial health insurance company. Evolent Health acquired New Mexico Health Connections, then separated the individual insurance business, known as New Mexico Health Connections, from the commercial business, now known as the new company, True Health New Mexico.
The Research…
True Health wanted to keep a few of its existing identities intact for the new logo and essentially, the new brand itself. Energetic, contemporary, engaged, a partnership. Along with the overall spirit of both brands, they also wanted to keep similar attributes of the two logos. Color palettes, shapes, tones, font style.
We also looked into the deeper meaning of the word “health.” World Health Organization defines it as “a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity.”
So how do you combine all of these assets into one unique graphic….
The Logo…
Well, we tried out many options, with lots of blood, sweat and tears along the way… (not really)… and came up with this energetic, wonderfully colorful logo.
The Reason…
The logo was influenced by both the parent company (Evolent Health) and the sibling company (New Mexico Health Connections), combining the elements they hold TRUE to their brands… (Get it?). The vibrant colors and simplicity of the font from Evolent Health’s logo, combined with an alteration of the graphic elements of the New Mexico Health Connections logo, influenced this new logo that we believe embodies what True Health wishes to represent. Also, each “boomerang,” if you will, represents the facets of health mentioned above: physical, mental, and social well-being.
Randall Marshall, Vice President of Creative Services, says it “accidentally, intentionally” began to form and mold into this logo that resembled the two other logos together. This logo represents True Health New Mexico’s mission of being a physician-led health plan committed to keeping New Mexicans healthy.
