Brand Foundation

Serving is at the root of the Align Foot and Ankle creed and we’ve carefully designed their brand to reflect that. There, the waiting room feels like home, wait times are short and the comfort is continuous. These welcoming values served as our guide, ensuring our voice and tone were crafted to be inviting and to appeal to the wide array of patients needing their medical services.

End result, our team crafted a brand story that unites purposing and fulfilling experiences with the anatomy of the human body. It’s like coming home to heal.

Brand Development

Movement is essential to life - and that starts with alignment. This was the principle that served as the starting point for our primary logo. The custom ‘A’ icon uses clean, simple lines to communicate the harmony and balance that alignment can bring to the entire body. Once the icon was established, we then created a word mark with custom details to match.

A soft, muted gradient and comforting color palette were chosen as a welcome change from the stark look of many medical brands. To round out the design, we used a brand typeface that feels warm and trusted and created brand assets that reflect Align’s mission of healing and genuine care. From there, we extended our brand design into various digital and print pieces, including a custom web design that brings it all together.