About: Screen Clinic was an iPhone repair shop founded by Quinn Nelson that rivaled the competition, and even Apple themselves.
911 for smartphones
Creating the mark was inspired by modern hospitals. I conceptualized an idea of combining both modern medicine and technology. The caduceus came to mind quickly, but at first I decided to remove the shaft and just use the wings. While it was visually pleasing, it still lacked any concrete base so I added a circle in the background to help make it more interesting.
I continued to work with the mark, but was hesitant in some instances with the circle. It resulted in being more of a creative boundary which restricted the mark and made it feel too cramped, especially when I started introducing type. So I proceeded to remove the circle to see how it would look. As for the caduceus, I ended up adding the shaft to the mock-up to see how it would look if applied within the circle, which then turned out to be problematic. I ended up removing the circle entirely, and shifted the type to the right and applied the caduceus to the left. I ran through a few more type iterations which can be seen below. A final typeface wasn't chosen until the end of the color process.
When it came to color, red was going to be included from the second I began drafting, due to it's nature in relation to emergency services. Now when it came to figure out the color for the caduceus, I went through multiple color variations combined with the final three proposed type variations. The light grey swatch was a wild card and ultimately ended up being an eyesore. Quinn and I ended up leaning more towards a darker color palette, which ultimately helped bring the logo together at last.
The finished product with the appropriate color palette.
Signage on the storefront of Screen Clinic.