April 2004

We designed this logo for an urgent care facility in Dallas’ Uptown neighborhood. Since they needed to market to a young professional, Dallas clientele, they wanted something fresh, bold and medical.

We chose to limit the graphics to a simple cross element and surround it by 2 semi circles that create an abstract “C” and “D” for CityDoc.

The type is flush right since that’s a more contemporary treatment; the uptown designation is small so it can be changed to other areas of town if they choose to expand outside of Uptown. It never hurts to think ahead!

We set “urgent care” in a bold red sans serif face to emphasize the service they offer. We chose the type family Avenir because it’s friendly, professional and easy to read.

Since Imach & Collins is an Atlas Van Lines agent, they wanted their logo to have a little flavor of the Atlas logo.

We used similar colors (one strong red and some friendly blues) with a traditional Helvetica Extra Bold Condensed typeface; the arrangement of the words, the white line through Imlach and the arrow heads add motion to the mark while maintaining a strong balance.

The layout of the words is reflected in the shape of the arrow — pointing to the right, moving forward, as any good moving company should do.

Move along!