Logo

The logo is based on a typeface with slightly rounded edges to soften the overall look. It is centered with an intentional alignment of the right sides of the two "A"s, forming an invisible line that adds balance and elegance. Some of the letters are connected to create a closer and more intimate feel.

Inside the "D," there is a small baby filling the entire letter to convey a comforting, enclosing feeling, turning the "D" into a symbol of pregnancy. This is a subtle detail that might go unnoticed in smaller formats or at a distance but reveals a meaningful story about the brand when noticed.

The logo captures GravidScan's caring and nurturing side through its rounded edges and the baby detail, while the professional and expert qualities are reflected in the simple font and the light, elegant design achieved through font weight and balanced alignment.

Color palette

The color palette consists of an almost-black and a light beige, used instead of pure black and white to create a softer look with less harsh contrast.

The green tones symbolizes hope, growth, and health, which resonates positively with an expectant mother. In contrast to the greens, there is a deep red and a soft pink shade. Red is complementary to green, and combining these tones creates a harmonious palette. Like the greens, the reds are muted to maintain a calm and balanced feel. The reddish tones symbolize warmth and love while also conveying a feminine energy.

The overall palette is neutral in temperature, to preserve a professional and refined impression. Together, the colors embody both professionalism and warmth, mirroring the essence of the logo. Professionalism is reflected in the muted tones and cool neutrality, while the warmth shines through in the reddish hues and soft accents.

Typography

Gayathri Bold is used for headings and is also the font used to create the logo. It features rounded edges, reflecting soft values. Additionally, it has a slight contrast in its stroke, which, combined with its moderate weight, gives it an elegant and modern appearance.”

Figtree Light is used for body text. While this font does not have rounded edges, when used in light weight for body text, the sharp edges are not noticeable. Instead, the sharper edges enhance readability and clarity. Figtree is described by its designer as "walking the line between simplicity and friendliness".

These two typefaces complement each other well, as their letterforms are similar. According to the Gestalt principle of similarity, objects that resemble each other are perceived as part of a cohesive group.

Illustrations

The illustration style is minimalist, featuring soft lines that can be either smooth or slightly uneven. The illustrations primarily reflect gentle and caring values, adding warmth and life to the overall expression.

They can be used to create better balance in areas where professionalism takes center stage. Despite their warmth, the illustrations maintain a calm appearance due to their simple and minimalist design, using only one or a few colors per illustration.

Images

The photo style allows for a stronger emphasis on professionalism compared to the illustrations. This can be reflected in images of ultrasound equipment, scanning sessions, and similar contexts.

However, there is still room for a sense of comfort and care, which can be conveyed through images with soft, warm lighting and subjects that celebrate the beauty of the female body and the baby growing within, as well as the warm and comforting experience at the appointment.

All images should maintain a consistent style in terms of color and tone. They should avoid feeling too cold or sterile, instead embracing a naturally warm glow. Neutral and natural colors, as well as the green and red tones from the color palette, provide a solid foundation for a cohesive visual style.

Photos by De Små Øjeblikke