Tulip Trials Logo Design

Project Overview

Tulip Trials is medical research company specializing in recruiting patients/participants for clinical trials. The founder, a former client of mine, approached me to design a logo with a corresponding brand identity. I ended up designing the logo, brand identity and a slide deck.

Primary Tool:

Figma

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Duration:

4 weeks (part-time)

Design Process / Table of Contents

1. Desk Research
2. Initial Sketching
3. Generative Phase
4. Final Concepts
5. Refinement

Desk Research

During the initial research, I studied the company's key competetion (this list was shared by client) and the anatomy of the tulip flower. I tried to focus on the color and the shape of the petals.

Here are the logos of the key competition for Tulip Trials, these logos are interesting and colorful and the brand identity in their websites is vibrant and engaging.

Initial Sketches

After studying the anatomy of the tulip flower and studying the brand identities of key competetion and other organizations/companies in the domain, I created initial sketches of the tulip flower to kick start the creative/generaative phase of the project. Here are some of them.

Generative Phase

During the generative phase, I created multiple veriosns of the possible logo. Here are some of the concepts I shared with the client.

These above logo/branding options were created based on the anatomy of the tulip and other organizations/companies in the domain and other requirements discussed with the client. In addition, I wanted to create a logo that is visually interesting and evoke a sense of calmness while being vibrant. The colors used within the petals are contrasting yet are of a similar tint which is on the whiter side. These colors plus the primary blue sets the brand identity to be colorful and lively yet keeping the usage of colors within the grasp of an early stage company such as Tulip Trials.

Final Concepts

After the generative phase and sharing multiple options with the client, I created the final concepts based on the feedback. In the feedback to to the generative phase the client favoured minimalistic options showed above.

But I intended to make the logo more modern and visually appealing while also keeping the brand identity clean and minimalistic at the same time.

Above are some of the final options I shared with two minimal and one complex logo ideas with some brand identity concepts associated with the logos I came up with. Below is the version chosen by the client.

Refinement

Here is the final Logo. I created a version of the logo to be used on dark background, sample useage can be seen in the slide deck linked at the bottom of the article.

Below is the final color pallet developed for Tulip Trials. The primary color is the blue that wraps the tulip petals in the logo. The secondary color is the color of contrast that could be used similarly to the primary color. This color is chosen to be of a similar tint to the petals but a greener hue is selected instead of the yellow, purple, pink and blue.

Final Thoughts

The client finally chose the logo that is more modern and eye-catching, this logo was then presented to investors, bussiness partners and other stakeholders of Tulip Trials for their feedback after which I finalised the brand identity design and shared it with the client along with some additional materials such as a slide deck to be used as a template.

External link to slide deck template | Google Slides