Imp Healthcare are a new organisation bringing multiple doctors surgeries in the Lincoln area under one brand, and they needed a new logo design to represent them. Lincoln’s famous imp was chosen for the name, and as such needed to be integrated into the logo in some way.
As well as including the imp, the logo design needed to instantly be recognisable as being part of the medical sector. This was achieved by the use of colour and the typeface chosen in the logo. Having a large imp that dominated the design just wasn’t going to work in this scenario. A more subtle and gentle nod to Lincoln’s heritage was achieved by incorporating small imps head in place of the dot above the ‘I’.