- This is the start of an identity design and stationary for a small medical start up. The idea behind the design connects to the field the company is involved in - skin diseases. Rather than an ugly splotch of some kind, the dot of the "i" serves as a kind of symbolic stand in for that spot. By adding the swoop serif under the n, it is an abstract design showing either a kind of scalpel or test swab. in the coming years the identity will adjust and adapt to the changes the company is sure to endure as a start up.
