Traditional Chinese medicine health logo

The essence of a qualified Chinese medicine health care logo is to translate the abstract Chinese medicine health care concept into a visual symbol that the audience can empathize with and trust at a glance - it is not just a random pile of "four old things" such as Tai Chi, mugwort, crane, and gourd.

Last year, I helped to upgrade the logo of a community moxibustion parlor that had been open for 12 years in Gongshu District, Hangzhou. The boss, Mr. Zhou, started to decide on the idea of ​​"Tai Chi wrapped around mugwort, with a crane next to it." After the first draft, he was scratching his head: "Hey, why does it look similar to the cupping shop's logo across the street? Last time, a customer went to the wrong door to apply for a card." In fact, this is also a common problem among many TCM health care brands nowadays: piling up symbols is equivalent to having memory points, and in the end, the whole industry is in trouble, and consumers cannot tell who is who.

Speaking of which, I have to mention two completely different design ideas. There is no superiority or inferiority, but the applicable scenarios are far different. I know Professor Li who is engaged in traditional Chinese medicine brand design at the China Academy of Art. He worked on the logo for the Provincial Traditional Chinese Medicine Treatment and Preventive Center two years ago. He did not touch those bad street symbols at all. He used the seal script of the word "pulse" in the silk scripts of the Han Dynasty and simplified it into stretched veins and veins. The background color is It is the ocher color of "Old Honey" in traditional Chinese medicine - it is the color of honey that is fried until it can be kneaded into pills and pulled out of yellow threads. People in the industry nodded when they saw it, and the old patients who came for treatment also felt that "the logo looks down-to-earth, unlike those fancy scammers' institutions."

But this idea will easily become unaccustomed to the sinking market. Don't tell me, last year I went on a business trip to Linyi, Shandong Province, and saw the logo of a donkey-hide gelatin shop in the county that has been open for almost 20 years. It was even more realistic: it was an old lady in a blue shirt, holding up a silver hairpin to select donkey-hide gelatin silk, and next to it were the four official script characters "Wang's donkey-hide gelatin". The boss said that his grandmother used to sell donkey-hide gelatin on the streets. This silhouette is based on his grandmother's appearance when she was young. People from all over the surrounding areas recognize this mark. Last year, the customized donkey-hide gelatin cakes sold around the winter solstice sold for more than 3 million yuan, which was much better than those chain brands with cranes printed on them and "Royal Ancient Method" on them.

Many people complain about the earth in the logo of traditional Chinese medicine health care. In fact, the earth is not an element, but a mindless accumulation. In the past two years, I worked on the visual design for a brand that focuses on light health care for young people. The manager is a Chinese medicine master born after 1995. She sells health snacks such as jujube kernel good night ointment and tangerine peel lemon ointment that do not need to be boiled. At first, she was also confused about whether to add Tai Chi. Later, we simply changed the traditional gourd elements into a new shape: round gourds were made into hands. As you hold the milk tea cup, what comes out of the gourd is not auspicious clouds but warm air. The color scheme is soft off-white and light orange, which does not feel old-fashioned at all. It has only been three months since it was launched. Xiaohongshu has gained 100,000 fans. Many girls placed orders after seeing the logo and thinking, "This health regimen does not look bitter and is suitable for me."

I have been in this business for almost six years, and the most common request I have encountered is "give me the whole Chinese style, just add Tai Chi and mugwort." Every time I have to get the customer to ask three questions: What is your main category? Who is your core customer group? What is the difference between you and your peers next door? We once had a client who was doing pediatric massage, and he was determined to do Tai Chi at first. Later, we figured out that his clientele were all mothers in their 30s, and their core service was to regulate children’s spleen and stomach. Finally, we made a soft logo: a chubby hand holding three malts. , malt itself is a commonly used medicine to strengthen the spleen and digestion. The chubby hands correspond to children. The color is goose yellow, which is commonly used in kindergartens. The store has only been open for half a year. Mothers three kilometers away know that this store is good at promoting spleen and stomach. Many people who pass by after picking up their babies from school will recognize this logo.

In fact, to put it bluntly, Chinese medicine health logos are the same as Chinese medicine prescriptions. There is no magic formula. Others may not adapt to your situation if they use good elements. However, if your target customers can remember and trust you at a glance, it is the best. If you don't make the mistake of trying to get the so-called "traditional Chinese medicine elements", and end up bumping into colleagues on the street, and in the end you can't even recognize your old customers, then you've picked up the sesame seeds and lost the watermelon.