Aven Psikoloji Merkezi

Aven Psikoloji Merkezi is a psychology centre in Söğütözü, Ankara, offering psychotherapy, family counselling and play therapy. We designed its logo in 2021, and over the following three years prepared its business card, letterhead, billboards, press ads, brochure and social media visuals in the same identity.

Logos for psychology centres are mostly built from the same images: a brain, a head in profile, a butterfly, a tree.

These images show the profession, but they do not say what the client is looking for. For someone coming to a psychology centre for the first time, what matters is not the diagnosis but how they will feel at the end. Aven's logo had to say that warmly and simply, without slipping into a clinical tone.

The goal was to express the centre's promise in a single line: a smile.

We prepared five separate directions for the presentation. In the chosen one the only symbol is an arc; the name sits beneath it in plain, widely spaced letters. We wanted the arc to be able to leave the logo and work on its own on paper, in ads and on screen.

The logo is a single gold arc sitting above the name AVEN; the arc reads as a smile.

The arc is slightly tilted, its right end finishing higher than its left, so it looks less like a drawn shape and more like an expression. The letters are widely spaced, and the A has no crossbar. The colours are deep plum and gold. The arc was enlarged and reused in every part of the identity: a pale trace running across the letterhead, an arm around two people embracing on the billboard, a line passing beneath the photograph in the social media visuals. In the 2024 visuals the arc was filled with the centre's own photographs. The logo also stands on the stairwell wall inside the centre.