Brand identity, printed material and web design for Arbor Psychiatry. Arbor is a new Psychiatry Clinic in Stockholm and Norrköping founded by Md. Ulla Heine. The name Arbor means ‘tree’ and has become the core symbol of the identity, as it represents stability and growth, the core values of the clinic. The visual identity is a reflection of these values with soothing green and beige colours with soft contrasts. The beautiful growth of nature is reflected in all imagery combined with an airy, balanced composition. The typeface is a classic Cormorant serif that has a familiar, secure look to it, combined with the friendly Open Sans san serif.