Design Portfolio by Nic Fitzgerald Design Portfolio by Nic Fitzgerald
Smart Apoteka shopfront at night, illuminated fascia sign

SMART APOTEKA

BRANDING AND GUIDELINES

Smart Apoteka (apoteka means pharmacy) needed an identity built from nothing: a mark that reads as care before it reads as retail, holds up at the size of an app icon or a receipt header, and still works when it is cut from metal and lit up on a shopfront. I designed the whole brand, from the first sketches of the symbol to the logo, the brand guidelines and the shopfront signage.

The symbol came out of more than 260 artboards of exploration. The final mark sets a heart over two linked circles, so it reads as care, as a cross and as a four leaf clover at once, and it keeps its shape as a solid, an outline or a single colour. The guidelines lock down logotype construction, the symbol grid, colour, reverse usage and typography, and I prepared the artwork for extrusion so the sign maker could build it as illuminated 3D lettering.

Services
Logo Design, Brand Guidelines, Signage Design
Client
Smart Apoteka

SYMBOL EXPLORATION

Every route I explored for the symbol, grouped by idea: hearts, arrows, pills, crosses, leaves and monograms, refined and recombined until one idea held up at every size. Hover to enlarge, click to see it full size.

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167 symbol artboards from the working file, in 7 groups.

WORDMARK EXPLORATION

Pairing the symbols with the name: weight, case, spacing and how SMART and APOTEKA sit together, tested as complete lockups rather than as type on its own.

Smart Apoteka wordmark exploration 1
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83 lockup artboards.

THE FINAL MARK

A heart over two linked circles. Full colour, full colour with a keyline for busy backgrounds, and the single colour versions for reverse and whiteout use.

Final mark, full colour
Final mark, full colour with keyline
Final mark, single colour outlined
Final mark, single colour reverse

BRAND GUIDELINES

Logotype construction, the symbol on its grid, colour, reverse usage and typography, set out so printers, sign makers and web developers all build the same brand.

Smart Apoteka brand guidelines: Guidelines cover
Smart Apoteka brand guidelines: Logotype construction
Smart Apoteka brand guidelines: Symbol on its grid
Smart Apoteka brand guidelines: Colour
Smart Apoteka brand guidelines: Reverse and whiteout usage
Smart Apoteka brand guidelines: Typography

Smart Apoteka Design Guidelines, version 1.0.

IN SITU: EXTERIOR

The finished shopfront, built from the extrusion artwork: illuminated 3D fascia lettering and a projecting pharmacy cross, by day and by night.

Smart Apoteka in situ: Shopfront by day
Smart Apoteka in situ: Shopfront at night
Smart Apoteka in situ: Illuminated fascia and projecting cross sign at night
Smart Apoteka in situ: Extruded fascia lettering
Smart Apoteka in situ: Entrance with fascia sign
Smart Apoteka in situ: Shopfront at night from the street
Smart Apoteka in situ: Street at night

IN SITU: INTERIOR

The brand carried inside, from the backlit reception desk to the shop floor.

Smart Apoteka in situ: Reception desk with logo
Smart Apoteka in situ: Reception desk
Smart Apoteka in situ: Interior shelving
Smart Apoteka in situ: Interior
Smart Apoteka in situ: Interior