The Challenge

This specialty heart hospital was not being setup by a big corporate house but by a very well respected heart surgeon of Mumbai, not much covered in the media. It had to stand out as the latest and the best in heart care.. It had to create confidence among the patients and impress the referring hospitals. It had to attract patients not only from all parts of India but also from the Middle East, Africa and the neighboring countries.

The Solution

It took two months for us to persuade the founders to drop the chosen name “Mumbai Heart Institute”. The name “ Asian” was chosen from an initial list of fifty narrowed down to a shortlist of three. The logo with “ ASIAN” in turquoise lettering with a graphic lady’s palm in blue holding a crimson heart is minimalist compared to most hospital logos and stands out with its stark simplicity. Avoiding any kind of line illustration, the graphic is powerful and impresses with its solidity. The baseline “ Because Every Heart Deserves The Best’ summed up the hospital’s mission.