The Society for Pediatric Dermatology
A fresh take on skin care for kids.
SPD was established in 1975 and currently has a membership of over 1,200 worldwide. It is the only national organization in the United States specifically dedicated to the field of Pediatric Dermatology.*
The organization was saddled with an outdated seal that featured poorly-drawn figures and was difficult to use at small sizes. SPD needed a fresh mark that would be a source of pride and camaraderie amongst its current members, but also be able to better communicate with external audiences such as patients and colleagues in other practices.
* Source: http://pedsderm.net/about/
The new design captures a child-like spirit through a swirling handprint – a colorful finger-painted impression that tells of the skin that originally made contact with the page. It carries a youthful exuberance that immediately breaks down barriers of understanding by communicating through the universal language of play. It also serves as a reminder that caring for pediatric patients with dermatologic conditions is a means to an end, an end where a child can get back to focusing on just being a kid.
The new brand has been put to use in a variety of print applications, including free give-aways at SPD's annual conference and the branding of the event itself.
In addition to providing a new logo and the tools to relaunch their brand, I've spent the last few years partnering with SPD in designing a set of new patient handouts. These 2-page overview sheets are published bi-monthly in the organization's official journal, Pediatric Dermatology, and available for online download.
Using the colorful brand palette and friendly brand typefaces, we were able to take information about serious medical conditions and make it more approachable and easier to understand by pediatricians and patient families alike.