Jeannine Bucher – Visual Identity for a Psychologist

Jeannine Bucher is a specialist psychotherapist practising in Zurich with a focus on adolescents, families and couples. Her treatment focus is on adjustment disorders, depression, trauma, anxiety and compulsions as well as developmental and relationship crises. As a psychologist working in systems therapy, she sees her clients as a complex interplay of different social life experiences that can only be viewed and treated as a whole.

This kind of psychological complexity and totality is now visible in the new visual identity in the form of a dotted, coarse-grained illustration style. Just as grains of sand together form a larger system, the dotted texture in various shades of colour forms a mental system of the illustrated motifs. The sand-coloured basic tone chosen for the appearance is also derived from this. This contrasts with a dark, strong blue. This stands for the rational, science-oriented character of the psychologist who, as a specialist psychologist, regularly undergoes supervision and is committed to continuous professional development. The typographic interplay of a grotesque family (Passenger Sans) with a rounded, classical antiqua (P22 Mackinac) reinforces the conceptual contrast of human complexity and rational focus. Following the central idea, the word mark and the monogram also merge different letters into a coherent system - the impression, on the other hand, is businesslike and logical.​​​​​​​