Medical branding / Logo design / Visual identity
A new form.
A lasting identity.
Medical branding for the Georgia Society of Plastic Surgeons: a logo redesign that connects human form, Georgia heritage and a contemporary visual identity.
The starting point
Preserve the meaning.
Change the expression.
The previous identity used a circular seal, a peach-colored field, an arch and three classical columns. The new design moves toward a simpler, more flexible mark while keeping a connection to that visual history.
S2DM brought the human figure to the center of the identity. Strong black lines establish the form; yellow, orange and red facets give it energy and dimension. The result is a coordinated logo system with arrangements suited to print, promotional items and digital applications.
This portfolio presents the design work and application mockups. The original seal is included as historical context.
The idea behind the symbol
Human form.
Shared heritage.
The body
The angular figure draws on the human body as a source of inspiration. Its open, elevated arms connect the identity to the relationship between anatomy, proportion and artistic expression.
The arch and three pillars
The upper arc and lower structural strokes reinterpret elements from the earlier seal. They carry the society’s visual heritage into a more compact symbol and retain a reference to Georgia.
The eye
The circular center and arch also suggest an eye. In the design concept, this represents contemplation and a considered way of seeing.
One identity, multiple formats
Designed to
work together.
The typography study uses Cocogoose Classic Medium. Rounded details and open letterforms complement the symbol’s geometry, balancing the strong GSPS abbreviation with the society’s full name.
Primary, stacked and horizontal logo arrangements give the identity different proportions for different spaces. A consistent relationship between symbol and wordmark keeps those variations recognizable.
The warm color palette and faceted shapes extend beyond the logo. Together, they form a visual language that can carry across stationery, merchandise and digital layouts.
Brand applications
From a symbol
to a visual identity.
The applications show how the same graphic language adapts to business cards, a promotional bag, a mug, and screen layouts. Each piece uses the logo, color and geometric pattern in a way that responds to its format. These images are design mockups, not photographs of produced items or evidence of a live website.
Project details
Logo design.
More than a mark.
What did S2DM design?
S2DM created the society’s new logo and visual identity, including the symbol, typographic direction, logo arrangements and the brand applications shown in this case study.
What makes this a medical branding project?
The identity was developed for a professional surgical society. Its concept links the human body and visual expression with the organization’s existing architectural symbolism.
How does logo design connect to visual identity?
The logo is the central identifier. A visual identity extends it through typography, color, graphic elements and consistent applications. This project shows that relationship across printed and digital formats.
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S2DM is a graphic design studio serving Atlanta and Metro Atlanta from Marietta. Explore our logo design, branding and visual identity, and collateral design services.