April 25, 2012
The new identity of MediCard was based on their old identity with the mark “Rx.” They wanted to emphasize that they are an HMO that is founded and run by doctors. I wanted to give them a symbol to differentiate them from all the other HMOs in the Philippines who only have logotypes for their identity. The objective of the symbol is for it to eventually stand alone as an identifier and apply it to different things from cufflinks for gifts to an app icon. The tagline “Prescribed by Doctors” is in the founder, Dr. Montoya’s handwriting. Without changing the emphasis of the letters P and D, I fixed the x height of the letters for readability and assigned one thickness to the script to make it feel more modern. On all applications, the mark is scaled to be more authentic to a prescription pad, where the Rx symbol is oversized against the rest of the text.