Sushrut Care Clinic
Clinic / HealthcareBrand identity · Sample project
SUSHRUT
सुश्रुत
Care Clinic · Motihari
01 · The problem
A new clinic opening two doors from an established one. The signage everyone else used was red-and-white with a hard cross — which patients here associate with emergencies and hospital bills.
02 · The approach
Go the other way entirely. Green, soft edges, and a mark that reads as a leaf before it reads as a cross. Set every piece of patient-facing print in Hindi first, English second.
03 · The result
The board is the only green one on the road, and the rate list on the wall does more for trust than any tagline would.
01
How the mark is built
A leaf silhouette built from two arcs of the same radius. The S sits on the vertical axis, so the mark stays balanced even when a stamp maker redraws it.
02
Clear space & minimum size
- Clear space
- Clear space equal to half the leaf width on all sides. On the signboard this is what stops the doctor name crowding the mark.
- Minimum size
- Never smaller than 12 mm wide. On a rubber stamp use the single-colour version only.
03
Logo variants
- SUSHRUT
Primary lockup
Signboard, leaflet, website
- SUSHRUT
Horizontal
Prescription pad header, letterhead
Icon only
WhatsApp photo, appointment card corner
- SUSHRUT
Single colour
Rubber stamp, carbon-copy forms
04
What not to do
Do not use red
The whole point of the identity is that it does not look like an emergency room.
Do not set patient text below 10 pt
Half the people reading a prescription here are over sixty.
Do not put English above Hindi
On anything a patient takes home, Hindi leads. That order is the identity.
Do not add a second logo
Lab and pharmacy partner marks go on the reverse, never beside the clinic mark.
05
Colour palette
- 40%
Clinic Green
#0F7A5F
C85 M25 Y70 K10
Primary — signage, headings
- 30%
Calm Mint
#D5E9E1
C18 M0 Y12 K0
Backgrounds and form panels
- 25%
Charcoal
#12332C
C80 M45 Y65 K50
All patient-facing body text
- 5%
Alert Amber
#D98324
C10 M55 Y95 K0
Timings and warnings only
CMYK is given for every colour, because a local press cannot use a hex code — and the bar above is the proportion to keep, not a suggestion.
06
Typography
Outfit
Headings
Inter
Body text
Mukta — देवनागरी
Hindi
- Signboardसुश्रुत12 in cap height · Doctor name half this size below
- Prescriptionदवा का नाम12 pt · Larger than a normal form on purpose
- Rate listCBC — ₹25014 pt minimum · Read standing, from two metres
A humanist sans in both scripts, set larger than usual. Half the patients reading a prescription here are over sixty, and small type is the most common failure in clinic printing.
07
Shop board
SUSHRUT
सुश्रुत
Care Clinic · Motihari · +91 90000 00000
08
Visiting card
SUSHRUT
Care Clinic · Motihari
Proprietor Name
+91 90000 00000 · Motihari, Bihar
09
Bag & bill book
10
Before and after
Before
The first draft followed the road: red cross, white board, a stock stethoscope photo and the doctor’s name smaller than the word CLINIC. It looked like every other board and like a place you go when something has gone wrong.
After
SUSHRUT
सुश्रुत
+91 90000 00000
Green, no cross, doctor name and degree largest, timings under it. A patient standing across the road can answer the only two questions they have: who sees me, and when.
11
Leaf pattern
A scattered version of the leaf, at 8% opacity. Used on prescription paper and appointment cards so a photocopy is still recognisably ours.
12
Stationery
- Prescription pad — A5, Hindi labels, next-visit box
- Appointment card — Pocket size, WhatsApp number on the back
- Rubber stamp — Registration number, single colour
- Report envelope — A4, for lab reports handed over
13
Signage system
Main signboard
10 x 3 ft
Doctor name and degree largest
Timings board
2 x 3 ft
Beside the door, readable at night
Rate list
A2, wall mounted
The single biggest trust builder here
Directional sign
18 x 6 in
Lab and consultation room arrows
14
On screen
- ·WhatsApp display picture — Icon only — reports go out from this number
- ·Report PDF header — Every report a patient forwards is branded
- ·Google Business profile — Timings and photos kept current
- ·Website header — Horizontal lockup with a booking button
15
Photography
No stock photos of foreign doctors. Photograph the actual room, empty and tidy, in daylight — patients are checking whether the place looks clean, not whether it looks expensive.
Do
- ✓The real rooms, empty, in daylight
- ✓Equipment shown plainly, no dramatic angles
- ✓Faces only with written consent
Do not
- ✕No stock photos of foreign doctors
- ✕No patients, ever, even from behind
- ✕No red or emergency imagery
16
How it should sound
- 01
Explain, do not impress
“खून की जाँच” — not “haematological investigation”
- 02
Say the price
“CBC — ₹250, रिपोर्ट 4 घंटे में”, on the wall and on the site
- 03
Never promise an outcome
“समय पर जाँच” is fine. “पूरा इलाज” is a claim no clinic should print.
17
Where it gets used
SUSHRUT
सुश्रुत
- Clinic signboardDoctor name, degree and timings — the three things a patient checks before walking in.
- Prescription padHindi labels above English ones, and a clear box for the next visit date.
- Appointment cardPocket size, with the WhatsApp number for reports on the reverse.
- Rate listPrinted test prices on the wall — the single biggest trust builder in a diagnostic room.
18
What you receive
- ✓Primary mark plus a single-colour version for stamps and rubber seals
- ✓Bilingual signboard artwork with doctor name, degree and timings
- ✓Prescription pad, appointment card and rate list layouts
- ✓Colour and type sheet so reprints match the first batch exactly
- ✓WhatsApp display picture and clinic profile set