Karlovačke ljekarne

Karlovačka Ljekarna Karlovac is a public healthcare institution with roots going back to 1948, founded by Karlovac County. As a public institution serving the daily health needs of an entire county's population, it needed a visual identity to match that responsibility — modern, warm, and immediately recognisable as something local and trustworthy.

The logo was built as a synthesis of three ideas that together describe what the pharmacy is and what it does. A heart speaks of care for the patient and the warmth of the relationship. A capsule speaks of access to medicines and healthcare essentials — the core of pharmaceutical practice. The initial K speaks of local rootedness — these are the pharmacies of Karlovac County, with clear geographic and institutional identity. All three elements are united in a single mark — elegantly reduced through geometry, rendered in gentle pastel medical tones that communicate expertise, warmth, and accessibility simultaneously. The elements are designed as a dynamic system: they can appear together or independently, in varying configurations, without losing recognisability. From the logo, we defined the full graphic standards and designed accompanying promotional materials — from corporate stationery and bags to vehicle fleet wrapping.

The new identity communicates what every good local pharmacy must: modernity without coldness, expertise without distance, trust without sentimentality. Customers and patients experience the new logo as something that has always been there — which may be the greatest compliment a new identity can receive. The old one is nearly forgotten, and the production of all communication materials has become significantly simpler.