Greschner Foot & Ankle Specialists Logo Design

Logo Design Process: Greschner Foot & Ankle Specialists Dr. Greschner has an affinity for the Morgantown, West Virginia area where he has built a life and is building his foot and ankle medical treatment and surgical practice. The West Virginia state motto Montani Semper Liberi (Latin for "Mountaineers are Always Free") reflects the very specific patient culture steeped in their love of mountain life and rugged terrain, and they “don’t take well to too much down time” when it comes to orthopedic services. The mountaineering life theme informed the inspiration for the patient-centered logo. The process started by looking at how outdoor lifestyle companies present their look and feel, as well as the bounty of nature photos from locals and geographic features in Morgantown. In the development of the logo, an authentic Appalachian mountain range was prioritized and inspired the unique blue colors and shapes, making a clear distinction between Dr. Greschner’s practice and his competitors. The rounded diamond expressive of outdoor nature and park emblems with the soft ancient mountain range landscape and a nod to the Monongahela River running through the city of Morgantown gives the logomark its iconic mountaineering identity. Adding the reverse G for Greschner serves to imply ingress into the surrounding wilderness landscape that calls the locals to its vistas. Through many client conversations and discovery, it was clear that Dr. Greschner’s true purpose is to fulfill his patients desire to “get going again,” and what a happy coincidence that the tag repeats the “G” in the logo. We presented this tagline and Dr. Greschner responded with enthusiasm. We ultimately incorporated the tagline for optional use depending on the need, with the various logo versions, including a unique embroidery logo for uniforms and scrubs.