Smartphone Emergency

Screen Clinic is an iPhone repair shop that rivaled the competition, including Apple, by providing affordable phone repair plans with OEM parts.

⭑ As the graphic designer, my role consisted of researching, conceptualizing, and designing a logomark and logotype for their physical and online store. The goal was to create a logo that demonstrated the sense of urgency that their service is known for.

The Process

Today, most emergency services in the US use the caduceus to symbolize modern medicine. I wanted to create a variant based on modern technology–specifically, a service that saves and repairs our personal devices.

During early drafts, I tested color and typography lockups, and quickly began iterating and exploring what this "Caduceus of Modern Technology" would look like.

screenclinic-drafts

Red and blue have a strong connection to emergency services. The modified caduceus already denotes the correlation to emergency services, and I felt that  pushing the connotation further with a red and blue palette could incorrectly imply that this was a traditional, medical urgent care service. By using more grays and blacks, paired with the red, Screen Clinic was better differentiated.

screenclinic-drafts-2
screenclinic-logotype

The wordmark uses a sans-serif typeface from the Cabin family. Below is the final wordmark and lockup with the Caduceus of Modern Technology.

screenclinic-banner
screenclinic-final

Other applications included vinyl decals for the storefront, store receipts, and the website.

screenclinic-applications

Takeaways & Challenges

It was an honor to work alongside Quinn Nelson from Snazzy Labs on designing an identity for his first business venture.

One of the challenges I faced while designing this logo, was the logotype and color palette. I didn't want to replicate an actual emergency identity. This was all about phones, not people.

© 2020 Pedro Peguero Jr. All rights reserved. Made with  on the go in New York.

© 2020 Pedro Peguero Jr. All rights reserved. Made with  on the go in New York.

© 2020 Pedro Peguero Jr. All rights reserved.
Made with 
 on the go in New York.