As it is a traditional Chinese Medical business,, the client has a strong preference in having a font that can represent the Chinese culture. I spent weeks to research and explore different way to create a Chinese font.
I based on the Chinese Font "宋體" (Song) to design the first font for the client. The strokes are think and straight which aims to shows a confident and reliable image. However, it looks too formal and solid which lacks of a living spirit.
TO make the font looks more alive and aesthetic, I changed to another direction to create the font. I decided to just the Chinese Brush Calligraphy to create the font and the outcome was impressive. With the dynamic thickness of the stroke and more curved lines, the font looks much more living than the first design and we decided to keep this style for the brand.
After we confirmed the font design, I started working on the logomark design. 木 ("Wood") in Chinese can associate with trees so I started the concept with exploring different tree-related elements such as a wood house, leaves and mountain...etc.
Finally, I designed the logomark that combined mountain and roof top which represent a place that helps people to stay healthy and energised. The stamp that is placed next to the Chinese Font means"Chinese Medicine", which tells people this is a Chinese Acupuncture Clinic.