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Treatment Pathways was a message board for members who where undergoing the Prometa treatment program. Although I did not fully agree with the marketing strategy, and subsequently was proven right by a complete lack of traffic, I was contracted to design its logo. Most importantly I wanted something that was warm and hopeful.
The Design:
The color orange has been proven to be most effective when you want to convey warmth and friendliness. There are many articles written on the color orange and it is one of the main reason why you see its heavy use in the web 2.0 arena. Now remember that I designed this logo long before there was research to back it up. A good designer may not be able to fully explain why something works or prove that it works but they simply know that it does.
This is often referred to as talent. Talent is something that people who have it just naturally know why it works. This skill cannot be learned it is either there or it is not and this very fact is a good reason why a decent portfolio says much more about a designer then his or her degree.
Also the gradient and rays from the upper right hand corner remind us of sunshine and light descending from above. This is naturally pleasing to us as we are taught from childhood that a sunny day is good and a rainy day is depressing or sedating. Obviously this is not true it is just learned perception but it is what it is and a good designer knows the psychology of its audience. Also since this is a web logo and would never be used for print design I allowed myself to utilize more colors then I generally would , however I made a point to defined a primitive in the center of the logo that is easily associated with the logo should things change.