- Setting the tone
- Questions before ideas
- Summarize the business
- Summarize the project
- Who decides?
- Give your client time and space
- But maintain the focus
- Research with purpose
- Assembling the design brief
- Tapping into something special
- Nature's poetry
- Field research that makes a difference
- Bringing the details to life
- Giving form to language
This chapter is from the book
This chapter is from the book
This chapter is from the book
Bringing the details to life
Designer Maggie Macnab was asked to create a new logo for the Heart Hospital of New Mexico. A teacher who has taught brand identity at the University of New Mexico for more than 10 years and a past president of the Communication Artists of New Mexico, Maggie believed it was vital to clarify her client’s expectations from the very beginning.
During the information-gathering stage, Maggie met with the hospital’s design committee, which included doctors from merging small practices and representatives from the funding insurance company. When asked what was required from the branding project, the committee outlined three main goals: The identity should have a New Mexico look and feel, it must clearly relate to cardiology, and patients should feel confident that they are in very good hands.
In her broader research, Maggie discovered that the Zia symbol had long been used as the official emblem of New Mexico. The Zia are an Indigenous tribe based at Zia Pueblo, known for their pottery and use of the Zia pictograph. Although the symbol is widespread in the region, the Zia consider it sacred and hold the rights to its use.
“I realized the Zia symbol could connect all three project criteria,” said Maggie. “So I encouraged the doctors to meet with the elders at Zia Pueblo and formally request permission to use it.” She knew the symbol had often been used inappropriately, appearing on everything from work trucks to tourist merchandise without respect for its cultural significance.
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After receiving approval from the elders, and following dozens of sketches and experiments, Maggie developed a mark that integrated a heart shape with the palm of a hand. The Zia symbol served as the foundation, representing both the state of New Mexico and the idea of compassionate, hands-on care.
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Heart Hospital of New Mexico, by Maggie Macnab
“Symbols are derived of nature, and this knowledge is common to every human on earth, although it is not discussed much, let alone taught in most design classes.”
—Maggie Macnab
Maggie’s thoughtful approach not only led to a meaningful and relevant design but also earned the trust of the Zia. The elders gave their blessing to the hospital grounds and even performed a ceremonial dance at the groundbreaking event—an act that provided strong public relations support for the new facility.
“It’s always a good idea to be sensitive to things like this,” Maggie noted. “Showing courtesy and respect for traditions can lead to powerful, unexpected connections. It’s essential for collective acceptance.”
