Retina Consultants of Minnesota (RCM) is a retina-only medical and surgical practice serving patients across Minnesota and the Upper Midwest. The practice was formed in May 2021 when two long-standing Twin Cities retina practices, VitreoRetinal Surgery and The Retina Center, merged into a single organization after both joined Retina Consultants of America, a national network of retina practices.[1]
Design and History
The current RCM logo and brand identity were designed by IV Interactive, a full-service digital marketing agency specializing in healthcare marketing.[1] The rebranding was launched in May 2022, roughly one year after the merger that created the practice.[1]
According to IV Interactive CEO Dov Radzik, the design process explored a number of creative paths before settling on a visual that conveyed “modernity, strength, and leadership.”[1] The two predecessor practices had “very different aesthetics” prior to the merger, and the new identity was intended to create “a clean, vivid representation of how these two formerly separate retina practices came together to better serve their shared community.”[1]
The rebrand received the 2022 Graphic Design USA Health + Wellness Design Award.[1]
Meaning and Symbolism
IV Interactive stated that the new brand and logo were designed “to reflect the practice’s roots as well as its future growth.”[1] Dr. David Williams of RCM described the result as encapsulating the practice’s “unified vision of serving the community through advanced medical skills, technology, and patient-centered service.”[1]
The practice’s website does not publish a brand guidelines document describing the logo’s components or color palette.
Typography and Design
The only documented design attributes are those stated by IV Interactive: the identity was created to convey modernity, strength, and leadership, and to represent the unity of the two merged practices.[1]
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