Compassionate Care Foundation Brand Identity Design

The Compassionate Care Foundation exists as a support system, and alternative therapies organization, with a focus on cancer patients. Their goal is to create a network of support and healing through compassionate care while understanding individual needs as they evolve and change.

Compassionate Care approached me with the goal of redesigning and rebranding their organization. Their current logo was "fine" but their team agreed it wasn't a logo they could grow with. They wanted a design that would last, something that would represent their business now and decades into the future. They wanted a logo that was future-proof.

My first goal was to deeply and intentionally understand their organization and ethos around their goals. I wanted solid footing when it came to their aesthetic, their goals, and the message they wanted to portray to their patients. 

After several discussions and a nicely collected mood-board of logos, I decided on two avenues for their new logo. The first design, called the Heart Flower, was my first choice and the design I was most excited about:

Here's the Bio:

A simple, easily recognizable logo that feels familiar and warm. Bold, soft, organic shapes give the impression that there is a gentle strength behind your organization, and that there is life flowing through its roots.

The leaves of the flower appear to be lifting the heart and holding it high as the focal point of the logo. It Is through love and compassion of a support system that the flower can keep growing. 

Within the negative space are paths converging, or separating, signifying alternative avenues of help and treatment working together to provide more holistic care. Its only when all of the modes of care work in conjunction that we can find better solutions to each individual’s needs.

The logo functions perfectly at small and large sizes, is easily printed or embroidered, and works well with or without color. 

Here's the Bio:

The heart maze logo has strong rounded lines, giving the impression that CCF is guiding the viewer through a labyrinth of decisions and options. Just as with care, not every avenue is a successful endpoint. But it is the goal of the compassionate care foundation to help guide someone through that maze of confusion, fear, and anxiety, and helplessness.

The lines and shapes in the logo can be easily used as motifs in other designs or on your website, and the single color functions perfectly for black and white and inverted scenarios. As is with the first logo, this logo functions well for social media and works as a stand alone “logo mark” or used in combination with the “logo type” (text). 

The Decision

The choice was obvious for them. Compassionate Care decided on the Heart Flower logo, and wanted it exactly as it was presented. Besides testing a few alternative colors, the first draft logo became the final draft almost instantly. Here was the final package with some mockups.