17 Jun Brand Identity: Doctor’s Diary
Client: Doctor’s Diary
Doctor’s Diary is an Electronic Health Record (EHR) application that promises ‘one patient, one record’ for 1.25 billion Indian population. Doctor’s Diary facilitates a holistic understanding of each patient’s health, minimizes human errors, prevents wrong diagnosis and helps the doctor make a more informed decision.
Logo: A combination of the red cross and the blue cross stands for a more holistic medical interaction. The interaction of the blue pill and red pill indicates a seemless understanding of different states of a patient’s health and consciousness. The capsule further symbolizes a safe and secure cocoon for the patient’s medical records.
Character Design: The three ideal characters are the doctor, the male patient and the female patient. The contour is etched to reflect the shape of pills. There is no extravagance in their outfit or manner. Normal, ordinary people looking for a more secure and safe medical interaction. Their shapes reflect the capsule of the logo thereby identifying them directly with the company and its motive to store medical data and create a seemless interaction.
Colour Palette: Using the spectrum between red and blue, we have used a gradient of colours to portray the basic identity and tone of the company. Using the universally recognisable medical green as the background, we have used other bright colours to depict the different aspects of health and disease.