Brand identity for AIH

I. OVERVIEW

AIH is a startup combining AI and medical devices to transform patient care. The company's product ecosystem includes aiSpine, aiNeuro, and aiJoint, which are each designed to improve healthcare management for specific patient groups. I creating a cohesive brand identity for each product, ensuring that the logos were distinct but connected to represent the nature of AI while maintaining the trustworthy, clinical space of healthcare.

II. PROBLEM

AIH needed a visual identity that would represent a forward-facing healthcare company while ensuring that each product was clearly recognizable on its own. The challenge was to design logos that not only felt innovative and trustworthy but also fit within the broader AIH brand system. Each logo had to evoke a sense of trust and safety while also conveying a forward-thinking perspective.

AIH

aiJoint

Joint

health

aiNeuro

Stroke detection

aiSpine

Posture maintenance

III. USER RESEARCH

IV. DESIGN PROCESS

I kept the original logo’s concept of the cross as an universal symbol of medicine, but introduced a separation and color distinction in the “H” to keep the letter itself distinguishable. I also refined the curved edge of the letters for a sleeker look. c

For the three product logos, my main focus was to have cohesive elements tying the three logos together while still making them unique to each other. I wanted to incorporate the shape of the body part itself into the logo while keeping the option for the icon to be integrated into as a letter in the logo name itself. To keep the connection to AI, I incorporated stylized circuit nodes to reflect the smart technology focus of the company while using it as a unifying feature.

Based off the research on other medical and technology companies, I decided on a primary blue as the main logo’s brand color. For the products, I chose various hues of cool colors.

Cool hues with the primary blue as the main logo.

V. Final design

Logos

Color

Typography