Design Studio Pablo

December 8, 2025

Private orthopedic practice at the racetrack

For Markus Hübner’s new private orthopaedic clinic in Munich, located directly at the Daglfing racetrack, the task was to create a visual identity that feels both medically serious and subtly connected to the world of harness racing. The target group: demanding, mostly privately insured patients 45+, who expect a calm, trustworthy environment rather than a flashy sports clinic. The brand needed to feel elegant, reduced, conservative – with a clear focus on movement, performance, and being “close to people”.

Year

2025

Client

Markus Hübner

Logo & Branding

Product Duration

2 Weeks

Concept & Design

I developed a logo and core brand system that are entirely derived from the racetrack itself. The oval track shape became the formal basis for both the symbol and a custom wordmark: every letter in the logotype echoes the geometry of the track, creating a quiet, distinctive serif that feels both medical and refined. The icon combines three vertebrae into a spine segment which, on second glance, can also be read as three horses in a head-to-head race. A restrained colour palette centred around a deep “medical” blue and a clear typographic system underline the idea of a high-end, long-lasting private practice rather than a trend-driven brand.

Implementation

Based on this foundation, I created a compact brand toolkit: stacked and horizontal logo lockups, colour and typography guidelines, and a range of designs for signage, light column, business cards and medical documents. The visual identity is designed to translate seamlessly into both print and digital touchpoints, including a future website and practice communication. The result is a coherent, understated brand that links orthopaedics, human proximity and the unique racetrack location in a single, memorable mark.