Vitor Aki
Branding
Is a behavioral therapist focused on understanding the patterns that shape human behavior. His work combines science and empathy to promote self-awareness, emotional balance, and personal transformation.
Date
Jan 2024
Role
Brand Designer
Deliverables
Logotype, concept and print material
🧠
Brand Discovery
Defined the target audience as individuals seeking emotional balance. The goal: a trustworthy and approachable identity, avoiding clinical coldness.
🎯
Strategic Positioning
Balanced scientific authority with human empathy. Selected neural synapses as the core metaphor to symbolize connection and cognitive transformation
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Visual Concept
Translated neural pathways into a minimalist visual system. Used thin lines and organic intersections to form an abstract, brain-inspired geometry.
Explanation concept
Synapses
Final logotype
Process & Visual Explorations
Initial sketches and visual tests guided the identity system and revealed the brand’s soft personality.
Brand Application
Graphic elements derived from the core symbol establish a cohesive identity system across all physical touchpoints.
#e94b5a
Coral Red
#34454A
Deep Blue-Grey
#72A5CA
Soft Blue
#88CDD3
Aqua Light
#04201C
Deep Green
Color Palette
Deep blues establish clinical trust and scientific authority, while coral and aqua introduce warmth and emotional intelligence
Typography
Zen Loop was selected for its rounded, organic geometry. The letterforms mirror the curvature of the brain and synaptic lines, ensuring visual consistency between the logotype and the brand's core metaphor.
Zen Loop
Aa Bb Cc Dd Ee Ff Gg Hh
Ii Jj Kk Ll Mm Nn Oo Pp Qq
Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4
5 6 7 8 9
"From the first presentation, I immediately connected with the concept. The logo perfectly captures the essence of behavioral therapy, it feels scientific yet deeply human. It’s clean, modern, and meaningful, exactly what I wanted to represent my practice."
Vitor Aki
Rafaela Alencar
Designer Visual | UI/UX
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