Tel-Med was a free medical help-line service of the organization, offering pre-recorded messages in answer to a wide variety of basic medical questions. The old logo consisted of an illustration of an antique-style phone next to the name. The phone image did not successfully convey the modern capabilities of the system and a new image was requested.
The new graphic identity for Tel-Med incorporated a stylized human form, as a medical professional, and the push buttons of modern phone equipment. The symbol was often used without text and still successfully conveyed the purpose of the service.
This re-design appears in the book Logos Redesigned: How 200 Companies Successfully Changed Their Image by David E. Carter.
(Note: My new book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)
© 2007 Jeff Fisher LogoMotives