After discussions with MacOrtho, I gained insight into their goals, vision, and values as a division. They provided me with key information about orthopaedic surgery so that any graphics I created were accurate and appropriate for their field. I then created a mindmap to start collecting ideas for the logo.
Preliminary sketches focused around key words identified in my mind-mapping — specifically, bones, joints, and orthopaedic surgical tools.
I chose the three strongest designs from my sketches and refined them digitally. I presented the three options to MacOrtho before moving forward with the final agreed-upon design.
The final design features a simplified graphic of knee bones, as knee surgery is the most commonly performed orthopaedic surgery in North America. The graphic makes use of negative space in the wordmark, resulting in a simple, clever, and effective logo that highlights their line of work.
The colours chosen are based on the McMaster University brand colours, maroon and grey. The typeface of the wordmark is a strong, bold sans-serif that is in line with MacOrtho's strength and innovation in the field of orthopaedic surgery.