For the revamp, Practo collaborated with New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH).
Healthcare platform Practo has unveiled its new brand identity and positioning - Your Home for Health. Practo's platform is expanding and the new brand identity better represents the larger purpose and range of businesses that Practo now has around the world.
The positioning 'Your Home for Health' embodies the concept of having a single, trusted and familiar place where consumers can find doctors and book online appointments, chat online with doctors, order medicines and lab tests, store health records and even read health articles written by doctors. For healthcare providers, Practo is the platform that helps them connect with consumers, provide a better patient experience as well as provide tools that help them manage and grow their practice.
Practo is now focused on opening up the platform to more healthcare stakeholders including insurers, pharmaceutical companies, medical device companies and others so that they can build new services on top of Practo's platform and deliver a superior healthcare experience for both consumers and providers.
For the revamp, Practo collaborated with New York-based graphic design firm Chermayeff & Geismar & Haviv (CGH) that has designed for brands including National Geographic, NBC, Oculus, Mobil Oil, Chase Bank, Armani Exchange, Sony Entertainment, Showtime Networks, and more
The brief to CGH for the new brand identity was to create a global brand that symbolises the platform role Practo plays in healthcare. The identity had to encompass the complexity of Practo's offerings but at the same time, depict it with exceptional simplicity.
The positioning 'Your home for health', signifies that Practo is the single destination for consumers to take care of all their health needs as well as those of their loved ones. Healthcare providers use and benefit from Practo because it provides a definitive platform for them to build their presence, grow their practice or business and engage their patients in a way that was never possible before.
The new distinctive logo symbolises the platform role Practo plays. Consisting of two dots at either end with Practo in the centre, it denotes that Practo can connect any two stakeholders in the healthcare ecosystem - they could be a hospital and a patient, an insurer and a patient, an insurer and a provider and more. Each can now easily connect with the other through Practo.
In addition to the master brand, Practo also has 4 product sub brands for its products sold to healthcare providers. These are Ray™, Qikwell™, Insta™ & Querent™.
"The new identity had to take care of the current and future growth for Practo. It also had to stay true to its vision to help people live longer and healthier. It was a challenge for us as Practo is a unique company thst has created a space of its own and the identity had to reflect that. We set out to re-articulate the identity as 'Your Home for health' which encompasses everything Practo stands for - 'your trusted and welcoming home for health' where users and health care providers come together," says Sagi Haviv, partner and designer, CGH
"The new visual identity is bold, distinctive and memorable and embodies the spirit of 'Your Home for Health'. It showcases two circles which represents Practo establishing a connection between two entities whether its customer and the healthcare provider or any two health care stakeholders." adds Mackey Saturday, principal designer, CGH.