Project background
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Rationale

Natural Order is progressive healthcare brand, taking a proactive approach to alternative medicine. They offer healthcare products and services to consumers seeking natural health alternatives, for a range of medical treatments, from terminal illness to chronic pain management. Involved at both the agricultural production level and consumer-end of medicinal marijuana, Natural Order seeks to establish itself as an industry leader of alternative healthcare. Facilitating and fostering relationships between Health Canada’s MMAR program, doctors and patients, Natural Order positions itself as innovators to the Canadian healthcare industry.

Natural Order hired me to design their corporate identity as the beginning of an on-going relationship to developing the brand. The project has a unique set of parameters, one of which involves not bearing any association to the mainstream stigmas regarding the use of marijuana for medical purposes. Focusing on the central truth—that Natural Order is in the business of healthcare products and services which involve the commercial production and medicinal treatments, from a naturally occurring plant.

The logo

The development of the logo involved exhausting a wide variety of concepts and explorations to achieve a way to interpret the company’s ideas and aspirations in a mark. A solution was found through a marriage of iconography taken from—agricultural crop field lines, the healthcare cross, and the natural shape of a circle.

When my client asked if I could incorporate the number 5, into the design of the logo I was excited at the challenge. To do this I took the proportions of the musical interval—a perfect 5th—built those proportions into the design of logo and designation for clear-space within layout applications. These proportions are visible in the blue diagram below.

Identity guidelines

A corporate identity typically involves creating a manual or guideline document that specifies the correct and proper usage of the artwork, for design and communication material. Instead of a traditional booklet or folio I designed a poster. Functionally it serves as a concise overview of the company’s identity, while it aesthetically enhances the office space by existing out in the open—instead of a booklet that is likely to be kept in a drawer.