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SerumGetir Corporate Identity

Logo and corporate identity built from scratch for home healthcare brand SerumGetir — from sketches and eight presented directions to a logo whose t becomes a cross, and a 36-page brand guide.

Close-up of pencil-textured logo sketches; the lowercase serumgetir sketch, whose t turns into a red cross, is marked with a hand-drawn red loop.

Brief

SerumGetir is a home healthcare brand: wound care, dressing, stitches, injections, IV drips, home patient care and laboratory tests. One phone call and a healthcare team comes to your door. The logo, the colour system and every application were built from scratch.

The name already carried the promise. In Turkish, serum (an IV drip) is the service and getir (“bring”) is the movement. The identity’s job was to turn those two words into a single mark that feels trustworthy and is easy to remember.

Process

01 · Sketch

I drew eleven variations across four idea families:

  • Cross + IV emblem: Round emblems with an IV line running through a cross.
  • IV bag + speed: An IV bag in the shape of a shield, with speed lines for “bring”.
  • Figure: A human figure merged with a cross, and a running figure.
  • Typographic: No separate emblem; the symbol is the letter itself.

02 · Presentation

I presented eight directions, each with its own colour world and a short rationale. The options ranged across green and navy, blue and turquoise, charcoal and red, and black and red. The client chose the simplest one, 03.

03 · Chosen direction

The logo has no separate emblem; the symbol lives inside the lettering. The top of the t in “getir” becomes a red cross. The rationale in the brand guide: “A very classic approach; a form born from using the traditional first-aid symbol as a complementary part of the typography.”

Construction

  • Cross = t: The cross’s vertical arm continues the stem of the t, and its crossbar sits on the x-height. The cross is not added on top of the letter; it becomes the letter. The foot of the t stays black, so the letter still reads.
  • Two weights: “serum” is set light and “getir” bold. The cross arm has exactly the stem weight of “getir”, so the emphasis falls on the word for the action.
  • Lowercase: The warmth of a service that comes to your door, instead of the formality of an institutional healthcare brand.
  • Colour and type: Only two colours: Serum Red and black. The corporate typeface is Gilroy. The slogan is Siz Neredeyseniz Orada! (“Wherever you are, we’re there!”).

Applications

The 36-page brand guide covers:

  • logo and colour rules, correct and incorrect uses, placement over photography
  • stationery: business card, letterhead, A5 / A4 / A3 and DL envelopes, invoice, presentation folder, service card, email signature
  • on site: flag, swallowtail flag, vertical banner, watermark
  • promotional items: notepad, bag, mug, pin badge, sticker, T-shirt, ID card
  • social media: post and story templates

A large, faint cross motif repeats across the stationery. Highlights are shown below.

I ran the project freelance, from the logo to the brand guide.

Applications

19
Eleven logo sketches on a paper-textured ground in four groups: cross and IV emblems, IV bag marks, crosses with a human figure, and a purely typographic serumgetir, picked out with a red loop.
01 · Sketch board — 11 variations, 4 idea families; chosen direction: t = cross
The eight logo directions presented to the client as numbered cards in two rows; the third card, black serumgetir lettering with a red cross on the t, is framed in red as approved.
02 · Presentation — 8 directions, approved: 03
Outline drawing of the approved logo on grid paper with cross, x-height, baseline and descender guides; the cross arm matches the stem weight of getir, while serum is lighter.
03 · Construction — cross arm = getir stem, crossbar on the x-height
White serumgetir logo and the slogan Siz Neredeyseniz Orada! on red; the services listed below: wound care, dressing, stitches, injections, IV drips, home patient care, laboratory.
04 · Logo and slogan — “Wherever you are, we’re there!”
Black serumgetir logo on white with a red cross on top of the t, and the slogan in red below.
05 · Primary use
White serumgetir logo on black with a red cross and a white slogan.
06 · On dark

Colour palette

  • Serum Red#ED1C24 · 48-16 C
  • Plain Black#000000 · Process Black
Four pages of the brand guide side by side: cover, logo and rationale, colour guide, correct and incorrect uses.
07 · Brand guide — 36 pages
Two business cards floating over red: the white front with the logo and contact details, the red back with a white logo.
08 · Business card
An open presentation folder on grey, red on the left and white on the right, with the logo.
09 · Presentation folder
Stationery pages from the brand guide: letterhead, A4 envelope, invoice and email signature, with a pale grey cross motif in the background.
10 · Letterhead, envelope, invoice, email signature
Three pages from the brand guide: flag, swallowtail flag and vertical banner, with a human silhouette for scale.
11 · Flag, swallowtail flag, banner
Two red paper bags with a white logo and a large, faint cross motif.
12 · Bag
Two white mugs with the logo on red.
13 · Mug
A red pin badge with the logo, shown front and back on a light ground.
14 · Pin badge
A white staff ID card on a red lanyard with the logo, a portrait photo and a name in red.
15 · Staff ID card
Two spiral notepads, one kraft and one red, with the logo.
16 · Notepad
Two round stickers on red: one a pattern of repeated serumgetir wordmarks, the other a red logo sticker with a peeling corner.
17 · Sticker
A person seen from behind, hands on hips, wearing a white T-shirt with the serumgetir logo and slogan across the back.
18 · Staff T-shirt
Red social media designs: a story and a post headed Siz Neredeyseniz Orada! with a doctor in a white coat, plus two highlight posts — a hand holding a phone with a notification and a large ORADA! headline.
19 · Social media — story, post, highlights