Sometimes your new name is right under your nose. That’s what happened when we took on the branding for The Barnes Physiotherapy & Sports Clinic.
The clinic, owned by principal Diana Wilson, was moving into the deceptively spacious old ticket office, next to Barnes Bridge station in west London. The new practice overlooked the Thames, inspiring a long list of brand name ideas, with Physio on the River coming out top. It was our first physio brand identity, but it was a gift of a name to work with. It was loaded with visual cues before you even put pencil to paper.
This physio logo is something of a favourite for visitors to our website. It was well worth the hours spent under a camera, coaxing glycerin into the right kind of shapes. We could have created the mark in tricksy 3D software but it wouldn’t have given us the fluid qualities that we were looking for. Sometimes you just have to get your hands dirty (or wet).
The Physio on the River brand identity has been extended across all the usual materials, it’s even been splashed across a Smart car that whizzes around the local area.
This is one of several Gibson logotypes that appear in the Logo Lounge series of graphic design books, published by Rockport.