Logo Design: Is The Caduceus Antiquated?
Dear Jerry,
Your January 19th blog on 'The Importance Of A Good-Looking Stationery and Logo' got me thinking as I have used the "optometric caduceus" since I began practice in the mid 90's.
I purchased a practice that did not have a strong medical optometry background and chose the caduceus as a way to promote the medical approach to my patients.
But now I am wondering, has the caduceus become antiquated? I do not see it displayed much in medical marketing anymore.
What are the thoughts of you and my fellow optometrists?
Conway Cox, OD
Dear Conway,
Like you, I had to think about this one a little bit.
While the caduceus does in fact have a medical connotation, there is a problem if you choose to use it as your primary logo. They all follow the general theme of snakes around a shaft. In other words, it's very difficult for your logo to stand out if you use a version of the caduceus.
As you also correctly pointed out, the caduceus is not used very much anymore in medical circles. Perhaps, because it is not that attractive by today's standards.
Just for fun, I looked online and none of the following prestigious medical centers use a caduceus as their logo: Mayo Clinic uses 3 shields, Cleveland Clinic uses stylized C's, Will's Eye Hospital uses a stylized W.
So, in answer to your question, the caduceus may in fact have become antiquated. In that case, you are due for a redesign.
I will be interested to hear how many of my readers are still using the caduceus as their primary logo? Have you considered updating your logo?
To comment, simply click on the word 'Discuss' in red below.
Regards,
Jerry Hayes, OD
Disclaimer: The information and opinions contained on this site are for discussion purposes only and are NOT intended to serve as legal, accounting or investment advice. ©2010 Jerry Hayes, OD. Not to be reproduced without written permission of the author.
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Caduceus
Dr James raises a great a point... the key to successful branding is consistent use of your visual elements.
While it can be difficult to make it distinctive, the caduceus is a perfectly fine visual element that has long been associated with health care.
I hope I did not give anyone the impression they should start over if you have made the caduceus a central part of your practice brand.
Stick with what is working...
logo
Your LOGO should be distinct and unique enough to have people identify you with it as soon as they see it..I said unique... Pay someone to create something. It doesn't need to be cutesy. We are not microsoft or I.B.M.
Logo Design: Is the Caduceus Antiquated?
I had been using the AOA logo on my stationary for years. A couple of years ago, I had my own logo designed by a professional graphic artist. It is not the caduceus alone, but rather incorporates a stylized caduceus and the name of my practice.
We have 2 versions and a few color combinations, including black for various uses. We have had extremely positive responses from our logo usage. Our staff wears shirts with the logo embroidered on them, our outdoor signage uses the logo, and of course business cards and stationary…and even in my emails.
I have taken the "branding" approach and try to use our logo on everything that represents our office in any way.
So, to answer the question, I don't think the caduceus is totally antiquated. Like a lot of things, with a little updating it can still be very effective.