Platanus: A Blend of Ancient Inspiration and Modern Design

Pedro Panetto's Award-Winning Design for a Psychiatry Office

The name Platanus originates from the island of Kos in Greece, where Hippocrates, the father of medicine, taught his students under a Platanus tree. Panetto's design aims to reflect the same ideals Hippocrates championed: the pursuit of truth, respect for life, love of the medical art, human solidarity, a desire to serve, good conduct, and a sincere interest in alleviating suffering.

The unique properties of the design lie in its connection to the principles of humanism in medical care. The visual identity of Platanus is deeply rooted in these principles, which are believed to be the foundation of medicine and are in need of restoration. The design methodology used ensured a unified visual language, with the symbol and typography created following organic concepts.

The symbol, inspired by elements of ancient Greek architecture and the organic aspect of a tree, was created exclusively for the brand. The typography also follows the format of the symbol, creating a coherent visual language for Platanus. Other graphics, patterns, and stationery further enhance this visual coherence.

One of the main challenges in creating this design was integrating the various concepts and visual references into the symbol. The symbol had to incorporate a Greek column, a tree-like structure, Platanus leaves, fruits, branches, and an hourglass. Despite the complexity, Panetto managed to blend all these elements using the same trace, achieving perfect harmony.

The design's interaction and functionality are enhanced by the deep connection between its graphical elements and visual styles. Everything points towards the same concept, intensifying the power of the brand through its design. The design's underlying research focused on concepts related to medicine from a humanistic perspective, leading to the fusion of Greek references and the Platanus tree, connecting antiquity with a current need of mankind.

In conclusion, Pedro Panetto's design for Platanus is a testament to the power of design in conveying deep, meaningful concepts. By blending ancient inspiration with modern design, Panetto has created a brand that not only stands out visually but also carries a profound message about the humanistic principles of medicine. This award-winning design serves as a reminder of the potential of design to communicate, inspire, and make a difference.