SurgicalVR Branding
Project Overview
SurgicalVR Technologies, a company providing cutting-edge extended reality (XR) and AI-powered solutions for medical training and simulations, needed a strong and cohesive brand identity to effectively communicate their values and offerings in the market. As the company tried to enter into the rapidly evolving medical tech space and improved its positioning, the goal was to create a brand that not only reflected their innovative products but also resonated with their target audience of medical professionals and institutions.
Challenges
SurgicalVR required a logo and brand identity that conveyed their expertise at the intersection of medicine and technology, offering XR-based medical simulations. The design needed to balance an innovative, cutting-edge look with a professional, approachable image. The challenge was to communicate both technological advancement and trustworthiness in a simple, easy-to-understand way, ensuring the brand resonated with medical professionals and the broader healthcare industry.
My Role
Brand Designer
In this project, I worked closely with various stakeholders to develop a comprehensive branding strategy, including logo design, color schemes, typography, and brand guidelines. The result was a modern and professional brand identity that highlighted the company’s focus on advanced technology, precision, and the improvement of medical education through XR and AI solutions. The new brand helps SurgicalVR present a clear and compelling image to clients, investors, and partners.
The Process
Brand Goals & Values
At SurgicalVR, the brand identity is built upon a foundation of clear goals and strong values. These principles were carefully defined through extensive market research and collaborative meetings with key stakeholders, ensuring the brand resonates with its target audience—medical professionals seeking cutting-edge training solutions. Below are the brand goals and core values that shape SurgicalVR’s identity and mission.
Brand goals
"Being reliable, innovative, and trustful were the main factors for the brand"
Brand Values
Logo
In the logo design process, several ideas were explored before selecting a final concept that effectively represents the company's vision. The chosen design needed to balance innovation with professionalism and approachability. The hexagon symbolizes technology and modernity, the VR headset highlights the XR-based simulation solutions, and the scalpel reflects the medical field. These elements were carefully combined to convey both technological advancement and trustworthiness. The Polaris font was selected to add a scientific, futuristic feel, reinforcing the company’s forward-thinking identity.
Color & Typography
For the brand's color palette, two primary colors and one neutral color were selected to embody the brand’s values. Additionally, five complementary colors were chosen to support the main colors in various contexts. Color variations for all selected hues were also defined for use in graphic design.
For typography, three fonts were chosen: Raleway, Lato, and Playfair Display. Each font serves a distinct purpose, providing different levels of emphasis and hierarchy for the brand’s content and text.
Voice and Tone
In alignment with SurgicalVR’s brand identity, a Tone and Voice document was developed to ensure all communications reflect the company's core values and resonate with its audience. SurgicalVR’s tone is designed to be respectful, simple, and helpful, effectively bridging the gap between cutting-edge technology and the needs of medical professionals.
The development of the Tone and Voice document ensures that every communication piece—from website copy to user guides—reflects these principles. This consistent voice helps SurgicalVR present itself as a trusted, approachable partner in the medical field, committed to improving surgical training with cutting-edge, user-friendly solutions.
Conclusion
The SurgicalVR branding project successfully established a clear and cohesive brand identity, strategically aligning with the company's vision of being a modern, trustworthy, and innovative leader in medical simulation. Through careful design choices, including the logo, color palette, typography, and other identity elements, the brand now resonates with both medical professionals and the broader healthcare industry. Additionally, the brand strategy defined the goals, values, positioning, and essence of SurgicalVR, setting the foundation for a strong, future-focused presence in the medical tech space.