OUR PROCESS
Concept and research
For my Typography Exploration class, I was challenged to reimagine a logo in my community. I chose SSM Health, a healthcare brand in the Midwest. In doing research, I came across the story of the SSM's Founding. It was started in 1877 by five immigrant nuns who came to America to help those in need. I knew that this was a heritage I needed to capture in my reimagining.
During my initial sketches, I knew I wanted to use an old-style serif font to represent their heritage; however,
I struggled to envision how I would connect the letters themselves. I decided to switch gears and play with
physical letters instead of sketching. I printed out the letters in Sabon and began arranging them to see how
they could connect.
Ideations
After creating several iterations of letter placements with the paper, I moved on to vector designs in Illustrator, exploring the best way to layer the shapes.
Final Results
For the final reimagining, I chose to use a Sabon font to recall SSM's heritage and bring a touch of elegance to the logo. The logo's vertical nature, with the two Ss stacked on top of the M, represents the legacy of the five nuns who came to uplift and support their surrounding community. The deep blue of the logo is already associated with SSM; reusing this color allows the trustworthiness of the brand to shine through.