Atrix

Logo Design & Brand Identity · Family Services

A family platform with an embrace hidden in the X

A bright wordmark whose final letter becomes a small symbol of support, connection and shared care.

Atrix identity on a patient folder, lanyard and yellow wayfinding sign — Logo Design & Brand Identity · Final application

04
stages from direction to final artwork: 05
purposeful colours in the core palette: 06
deliverables in the finished system

01Listen

Before the first line, we chose the world this brand belongs to.

We looked at family gestures, bright wayfinding and the confidence of modern care spaces rather than literal houses or family trees.

Three words became the filter for every choice: supportive, optimistic, clear.

Mood words

Supportive.Optimistic.Clear.

Reference book

Open arms · Human connections · Care wayfinding

Visual principle

The X carries the emotional idea: two abstract figures lean toward a shared centre, creating a small embrace within the word.

02Draw

The logo found its shape through iteration.

We started with loose visual gestures, tested the strongest relationship and then removed detail until the idea stayed clear at real working sizes.

Look for gestures

Open arms, joined hands and supportive postures gave the mood board a human starting point.

Work inside the letter

Instead of adding an icon, figure studies were fitted into the natural crossings of an X.

Tune the relationship

The two forms were balanced so they read as connection at a glance and as people on a second look.

Make care easy to navigate

Colour contrast and lock-ups were tested on patient folders, lanyards and directional signs.

Recognise

The silhouette had to belong unmistakably to Atrix, not merely to its category.

Reduce

Every line that did not strengthen recognition, balance or reproduction was removed.

Prove

The final artwork was checked against keep the two x figures in contrasting purple and use yellow for high-visibility fields.

03Mean

The meaning lives in the relationship between the parts.

The X carries the emotional idea: two abstract figures lean toward a shared centre, creating a small embrace within the word. Yellow delivers optimism and visibility; purple adds warmth and maturity so the system can serve both family and professional contexts.

Meaning lives in the name

Embedding the symbol inside the word makes the idea ownable and avoids a separate generic family icon.

Optimism with authority

Yellow welcomes; purple steadies it, creating warmth without losing professional trust.

A symbol that can separate

The X is distinct enough to become a navigation marker, avatar or service badge.

Built beyond the presentation

Colour contrast and lock-ups were tested on patient folders, lanyards and directional signs.

04Systemise

A practical brand guideline, not just a colour strip.

The logo becomes a usable identity when clear space, scale, colour fields and reproduction rules are defined well enough for another person to apply consistently.

Atrix · mini brand guidelines

Identity guide · 01

Core palette

Atrix Yellow

#F5C400

Care Purple

#9B3ED1

Soft Lavender

#EADDF5

Open White

#FFFFFF

Deep Plum

#57276F

Primary

Reversed

One colour

Clear space

Logo use

Keep the two X figures in contrasting purple

Colour field

Use yellow for high-visibility fields

Clear space

Do not redraw the central embrace

Small-size rule

Use the X alone only after brand recognition

Delivered identity family

Everything needed to keep the mark consistent.

✓Primary wordmark
✓X emblem
✓Reversed logo
✓Wayfinding palette
✓Document lock-ups
✓Usage guide

Identity in the world

The same idea, protected on every surface.

The applications use the logo at a comfortable scale, with enough surrounding space for the symbol and wordmark to remain complete, legible and recognisable.