Patient Square
Patient Square Visual Brand Identity
Challenge
In 2020, a team of seasoned industry veterans came together to found Patient Square Capital with the collective goal of becoming the premier finance partner in health care. They shared the unique vision of making a positive impact and creating impressive returns by valuing good health and putting clients first.
When the Patient Square team approached us, they sought a visual identity that captured the essence of a trusted and time-honored investment firm while exhibiting a contemporary vibe of collaboration, transparency, and entrepreneurship. They wanted the best of both worlds: a brand that feels simultaneously classic and cutting-edge, just like the well-established pioneers who founded it.
Verbal & Visual Identity ―
Approach
Sometimes, when a brand name inherently evokes a powerful image—like a square—you must consider whether it's wise to base your visual identity on it. It could be too literal, too obvious. But in this case, we decided to lean into it. The square naturally communicates stability and protection, making it a memorable visual reference. In our initial rounds, we presented a wide range of visual approaches but quickly narrowed the creative. The final logo incorporates an abstract "P" framed by a square. It's contemporary, clever, and demands a second glance.
At first, our design team paired this modern image with a more conservative serif typeface to achieve the client’s desired balance. However, the style clash proved too tricky to resolve, so we opted for a modern, highly readable sans-serif font instead. We customized the font to add a grounded feel, with added kerning and a subtle extension on the tail of the "Q" to hint at a touch of serif flair. We chose muted shades of blue to unite the logo, grounding it in the professional realm of the financial sector.
Approach ―
Result
The Patient Square team was thrilled with the result. We successfully struck a balance of showing them to be a future-focused, modern firm while instilling a sense of stability and legacy. The final logo evokes confidence from the target audiences, attracting willing investors. We’ve been honored to continue our relationship with the Patient Square team through support of their website, social presence, videos, and investor day conferences.
Result ―
