PSYCHOTHERAPEUTIC
& CONSULTING LTD.
RICHARDSON
LOGO & BRAND CASE STUDY
Project
Overview
ORIGINAL IDENTITY
REDESIGNED LOGO
Dr. Edrica Richardson provides therapy for individuals, couples and families navigating trauma, relationship challenges and life transitions. Her collaborative approach creates a supportive space for clients to work through challenges, strengthen relationships and move forward in their lives with greater clarity and confidence.
CLIENT
Dr. E Richardson
SCOPE
Logo Redesign & Brand Identity
SECTOR
Psychotherapy & Consulting
The original logo was a small, pixelated butterfly that lost quality when enlarged. The client’s brief was to retain the butterfly as the main image, use purple as the primary colour and incorporate people, with a therapist represented if possible.
These requirements shaped a clearer, more refined identity that reflected the client’s work and could scale across different applications.
CONFLICT
Two faces turn away from each other in anger, representing the emotional distance created by conflict.
SYMBOL
Butterfly
INSPIRATION
Rorschach Inkblot
VISUAL CLASSIFICATION
CENTRE
Therapist
SUBJECT
Profiles
OUTCOME
Connection
CONNECTION
Two faces turn towards each other, representing a renewed willingness to listen and reconnect.
MEDIATION
A therapist stands between them with open arms, guiding both sides towards understanding.
Anatomy of
the mark
The butterfly’s symmetrical form draws inspiration from the Rorschach inkblot test, incorporating an immediate reference to psychology into the logo’s structure. A closer look reveals the butterfly’s transformation: two people moving from conflict to healthy communication, brought together by the therapist at its centre.
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The watercolour shifts from dark blue to calm purple, representing the emotional transition from anger to understanding.
