Syster Björn is a new company in the Swedish healthcare industry, providing nursing competence to patients and their families as an evidence based complement to public healthcare. Patients contact the company for help on how to maximise their health. This is done through a vast variety of practices, ranging from home calls to follow up a high blood pressure to planning someone’s move into a nursing home together with public care administrators and anything in between.

The logo shall convey nursing values, which are “Human dignity, privacy, justice, autonomy in decision making, precision and accuracy in caring, commitment, human relationship, sympathy, honesty, and individual and professional competency” and will be used on everything from website to clothes and so forth.

The brand name, Syster Björn, literary means “Sister Bear” in English. Sister is the old name for a nurse, sometimes still used in a derogatory way by both doctors and civilians. Amongst nurses “Sister” is used from time to time as a humorous anachronism whilst carrying an undertone of respect for the nursing profession. “Björn” simply means ‘bear’, and is the name of me, the founder of the company. I chose the name Syster Björn for various reasons. Simplicity and lack of better suggestions, following a series of brainstorming sessions, is one. Another is the gender aspect, i e the humour or in a man in a profession dominated by women adapting to the female nick-naming culture. Yet another is the attempt to take back a word criticised by many as being derogatory and old-fashioned. Also, the bear is a symbol of comfort and carries with it connotations of strength and stability.

A bear-like figure could be in the logo somewhere, but doesn’t have to be. But it could be.

Target Audience

The target audience is people with health problems and their families. The customer, making the final decision on whether to buy or not is usually the son/daughter of a patient and typically above average income men and women in their 40’s with a career and children of their own, but could be anyone close to a person with health problems (usually chronic, moderate to severe problems).

The audience will ideally look at the logo and go “oh, this looks like a company that oozes competence and commitment, a kind but firm caretaker whom I can rely on to help my mother/father/son/friend with his/her declining health”.

The service is affordable to most people but will still come at a prize, making it not a luxury brand but the natural option for someone a bit more well-off rather than sub-average pay level.

Logo Requirements

Logosauce Standard Final Art Requirements: Vector artwork in Pantone SPOT, CMYK, RGB and BW versions. Files should be saved in Adobe Illustrator .ai or .eps file formats with all strokes converted to objects and fonts pathed/outlined. Other file formats may be acceptable in exceptional circumstances.