Hale

Physiotherapy and movement clinic · Brand Identity

Find your full range. Brand Identity by Madderquill, 2026.

The brief

A complete brand identity for a physiotherapy and movement clinic. It should earn trust as a healthcare provider and feel calm and encouraging, across the clinic, printed plans and a patient app.

The idea

Range of Motion. Physiotherapists measure recovery as range of motion. The symbol is an open 270° arc ending in a coral dot — how far movement has reached today. The same arc becomes a progress ring in the app, exercise plans and letters, so patients can see their recovery. The gap means there is always room to move further.

Design direction

Clean, calm, approachable and encouraging. Rounded shapes, a friendly soft serif, calm Mint and Sky surfaces, Deep Teal for trust and one Coral spark for progress and action.

Typography

Fraunces (Headline typeface) — soft, friendly serif — wordmark, headlines and numbers. Free Google Font, SIL Open Font License.
Figtree (Text typeface) — clear, friendly sans — body text, interface and labels. Free Google Font, SIL Open Font License.