EHOB needed a new logo to reposition its brand equity under and serve as a corporate umbrella for its line of medical devices. I needed to design something that echoed the company’s past but also spoke to its future while still communicating its core mission. It needed to be bright, friendly, and identify EHOB as a medically-aligned company. I rapid-prototyped a large number of concepts and then tested those comps with internal and external stakeholders and members of leadership to determine which design solutions resonated most. This allowed me to quickly arrive at a solution that incorporated elements of past logos (the reclined “patient”) in a new, more progressive way. The solution I arrived at echoes the shape of a hospital bed rail protecting the elevated “patient” in the shape of the lowercase ‘e’. This new logo was enthusiastically well received and formed the basis of the entire company rebrand.