The name ‘Viso’, meaning ‘face’ in Italian (stemming from the Italian family connection), provided the main inspirational element. It was important this strong personal connection was maintained. The concept revolved around incorporating this facial theme into the company initial. The ‘V’ also represents the Roman numeral of the clinic’s street address; number 5.
The client base was extremely dynamic and it was important that the identity didn’t alienate one particular group, by looking too feminine or too masculine. Cutting a somewhat feminine facial profile from the left side of the V was offset by using a strong uppercase, Roman serif typeface. The use of a monochromatic colour palette also helps create an identity with a neutral feel.
