Cardiovascular diseases are neither romanticised by poetry, nor demonised in prose. They are so physical that only hypochondriacs distinguish strokes from heart attacks. Strokes have become an everyday and almost imperceptible health issue, so it’s important for the only organisation devoted to combatting this in Russia to be noticeable and clear.
In a more general sense, the slanting of the letter is a metaphor for that asymmetry which first appears in the patient’s symptoms, and then, after the stroke, in the disproportionate division of their life into two parts. This is seen clearly in the ornament, where the broken outlines of the objects symbolise vulnerabilities, the manifestation of symptoms, and the speed needed in efforts to help.
The style elements form a visual language that lies at the base of the foundation’s coherent approach to communication. The various separate messages don’t fall out of view, and the redrawn infographics look like part of the same overall system without giving the false impression that the foundation is only concerned with preventing the symptoms.