The goal of this project was to create a logo design for Flourish, a specialty scoliosis services clinic based in Fargo, North Dakota. The team researched other spine clinics in the area to give the brand a unique look. After taking in what other spine clinics had done, and considering ideas, the team thought through elements of the logo that could be used to stand out and still represent the idea of the company. - One element the studio included to make this logo unique was the North Dakota state flower connecting the logo to the community and making it recognizable. The flowers also tie to the idea of growth and resilience. Another element of the logo is the spine. With keeping an abstract look, the team had to consider how to incorporate the spine so that the logo represented what the company does. - Some struggles in the process included not having the spine be clear and literal and also having flowers in the design without giving a ‘floral shop’ feel. After considering these issues and going through rounds of critique the final logo was designed, and made to work in various layouts and compositional needs.