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The last run of logos with the white outline inevitably led to a simple color heart, with solid white letters inside it. The heart is a darker color to increase the contrast with the white letters. The letters and the heart also have a slightly darker, thin outline to aid the contrast.

And the black/white conversion...

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I have a small group of fellow artists that I trust and ask to critique my work. After seeing my efforts on this project, one of them suggested I use a white outline on the letters within the heart. So, I tried it out.

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So, the company decided to go with a the big heart behind the capital letters. After some Illustrator love, I sent over three black and white options and three color options.

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After all of that, the company decided that just the letters and the heart were wanted. We also talked about the type design. A move toward a bolder font with more stubby serifs was what I understood the company now wanted. I took stock of the type examples the company was fond of and put a slight dynamic slant to the "IC." The latest bunch of designs follows...

...and the lowercase options...

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Another idea for the Rod of Asclepius.

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Some other ideas...

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So the company really liked the heart and wanted me to explore that more.

At this point, I took away the abstracted snake and added the pulse lines from an electrocardiogram to underscore the medical aspect of the company.

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A little marker treatment while exploring size difference and two abstract snakes.

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A more formal treatment with a more realistic snake.

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In my research for this project, I came across a lot of cool abstractions for the Rod of Asclepius. I decided to try my own.

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In this one, I replaced the circle with a heart, but I felt that it's size and placement visually confused the other elements in the image.

So, I returned to the circular background element and put the heart as the dot on the "I".

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Without the background circle.

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Italic lower case at the top and some pos/neg at the bottom.

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In this one, I merged the Rod of Aclepius with the letters, tried some different overlapping and kept the circle behind.