The Open End

Dr. Lane's focus is Mohs Micrographic Surgery and the treatment of skin cancer. He was starting his own practice, setting up shop in South Carolina, and needed a new identity that would help define the nature of both his practice and personality. His clients span all ages and he requested a mark that appealed to this range but didn’t come across as too traditional or overtly modern. Quite a request.

The mark is simple and modern. The ‘D’, ‘S’ and ‘C’ overlap, referencing the areas of Dr. Lane’s practice. We chose to set the mark in the typeface Gotham for its strength and visual assertiveness. To help keep the identity rooted in the field of medicine we chose to set the mark in two tones of blue, a color which has a long history in the medical field.