Accelerated Urgent Care Concept
For a brand in healthcare—where trust, clarity, and recognition matter most—there was room to evolve the identity into something stronger and more ownable.
Client
Case Study
Service
Brand Identity
OverView
Opportunities for Improvement - A conceptual redesign The original Accelerated Urgent Care logo leaned heavily on a literal speedometer graphic and italicized type to convey “speed.” While the intent was clear, the execution left room for improvement in a few key areas: Overly literal storytelling – The speedometer felt generic and lacked unique ownability, making the brand less recognizable. Typography inconsistencies – The mix of bold, italic, and underlined elements created visual clutter rather than a unified identity. Scalability issues – The detailed gauge illustration did not translate well to small formats like digital icons, signage, or embroidery. Emotional disconnect – While speed was conveyed, there was little in the design that reinforced trust, care, or modern professionalism—qualities critical in healthcare branding.
The Challenge
The redesign focused on balancing speed, trust, and care in a way that was both modern and iconic. Icon Development – We introduced a bold falcon mark. The falcon embodies acceleration, precision, and strength while also symbolizing protection and watchfulness—an ideal metaphor for urgent care. The circular holding shape reinforces balance and unity. Typography Refresh – Clean, geometric sans-serif type was chosen for “Accelerated,” paired with a grounded secondary treatment of “Urgent Care.” This creates hierarchy, readability, and harmony without unnecessary visual noise. Color Strategy – Retaining red as the core brand color preserves familiarity and the sense of urgency. Pairing it with charcoal gray modernizes the palette, provides contrast, and signals professionalism. System Flexibility – The mark is designed to work as a standalone emblem (for signage, apparel, and icons) while also pairing seamlessly with the full wordmark across applications.
The Solution
This new identity is ownable, scalable, and brand-relevant: It establishes instant recognition with a unique falcon mark that customers can associate with strength, speed, and reliability. It translates across environments—digital, physical signage, staff uniforms, and marketing collateral—without losing clarity. It evolves the brand from a literal representation of “fast” into a strategic, emotional identity that communicates both urgency and care. It positions Accelerated Urgent Care as modern, trustworthy, and future-ready, while still honoring the equity of its original focus on speed.
