Rehab First – Ambiguity

May 2, 2011

This logo, created by Siah Design, is effective for several reasons. First of all, it’s a classic example of ambiguity between positive and negative space with the health cross created by the space in between ‘r’ and ‘1’, which represent ‘rehab’ and ‘first’ respectively (somewhat intuitively). This is logo is also great due to the emphasis on the word “first” within the type. Of course, this helps the viewer easily separate the 2 words so that it doesn’t appear as one word; however, it also helps display the company’s values of “putting their patients first” in a very simple manner.

Much less noticeably, Siah Design very subtly made the health cross in the logo slightly (10%) longer on the bottom, to have a slight, almost hidden, emphasis on Rehab First’s (located in Texas) strong belief in Jesus Christ.

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