On Point Scientific is a business that provides definitive research, consult, and documentation for the healthcare industry. Targeted is their keyword. They needed a fresh logo design for this new venture that exemplified this idea… an idea that is trending heavily in Healthcare: Targeted therapy, for instance. Anyway, Kathy B., proprietor of On Point loves her German Shorthair Pointer, but didn’t have confidence that the idea could be worked into a professional logo design.
It turns out, after a bit of exploration and a desire to work with serif fonts to make a contemporary visual (which is sometimes assumed to be a paradox), it seems quite viable that in fact, you can have your GSP and logo too. In this way it works. The potential whimsy of a GSP sillouette is truncated by gracious use of Cochin for the serif, some great white space and wrap up the details with some clean san-serif so as to not distract from the point. Yes, I said that.