vetedge is the provider of HT Vista, a veterinary cancer detection device, to the Australian market. The objective was to create a sophisticated piece of branding that promoted urgency whilst still being comforting. The palette was the primary way of achieving this balance, combined with custom typography to round out the characters and add more of an angle on the ascenders and descenders of the word mark. The 'V' features a curved effect inspired by a dog ear to tie into the veterinary field.