Raquel Boquet, psychologist and psychoanalyst, uses Sigmund Freud’s psychoanalysis on her work, a psychoanalysis which based the treatment on research and identification of the source of the problem or traumatic experience responsible for the illness itself. In the words of Raquel, “The patient has the solution, but he or she is unaware of it. My job is to detect that solution and make it visible…” Raquel needed a personal brand for her practice, so we started building a symbol which could identify her as an independent professional and may provide clues to her work and her own methodology.
Using her initials for the symbol, this should be able to be linked to the person, for it is there where the importance of her business lies, as well as to the fact that the physical person is the brand image. In order to reflect her particular application of the psychoanalysis, we chose to hide part of the “R” and “B”, obtaining an optical effect where the eye is able to fill in the gaps so as to identify the initials. The result is a typographic symbol binding the whole essential content of the brand itself.