BAST Inc liked two concepts in particular and chose one which involved an abstraction of a bar chart rising from below the horizontal axis to form an upward curve, centred on a circle; a trust building shape. We had previously established that they wanted strong sans serif letterforms within their wordmark and they also chose to remove the ‘Inc’ from the logo in order to create a more impactful and cleaner identity.
We explored a number of fonts and colour combinations for the logo, whilst further refining the shape, creating a visually pleasing proportion to the overall form. .
As we had worked on the abstraction of a graph for the main image we felt this would be a good direction for the service icons and asked for some images o f what key data for each service would look like. We had found this the easiest way to differentiate between the services in an original way which was still descriptive. The only exception where we did not use graphs was for ‘Paediatric PK PD’ as it seemed to make more sense to highlight that it was specifically around children and babies.
We followed a similar pattern of work with some initial sketches before some more refined drawings, though the range of possibilities were far less open as we had clear references to work from in the data and we did not want to abstract these shapes past the point of being recognisable.