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Corporate Rebranding

Company

Checkpoint Surgical

Skills Applied

  • Brand strategy
  • Brand execution
  • Art direction

The Strategic Need

The original Checkpoint Surgical logo was dated, generic-looking and conveyed nothing about the business of the company. Management asked me to develop a new logo that better represented the business of intraoperative nerve care.

The Creative Solution

The new logo design reflects the broad mission of Checkpoint Surgical as a nerve care company. It consists of a symbol suggesting a nerve cell nested with the recognizable Checkpoint brand name. The combined symbol and wordmark form the Checkpoint Surgical logo.

I engaged the services of a freelance graphic designer to develop several logo design options. After narrowing down the options, I managed many iterations in consultation with the management team before arriving at the final design.

I subsequently developed a comprehensive brand guideline and implementation plan. The brand guide included standards and specifications for:

  • Logo usage
  • Color palette
  • Typography
  • Graphics
  • Iconography
  • Photography
  • Illustration
  • Trademark styling
  • Brand voice and editorial guidelines
In addition, I incorporated an evolving Design Toolkit that provided specifications for stationery, email signatures, presentations, and packaging. As new pieces were designed and standards established, I added them to the guideline.
The old logo was dated and generic looking.
The new logo visually represents the company's business.

A brand guideline specified standards for visual design and messaging.

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