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Logo Design: Care Facilitation Group

March 8, 2010

Care Facilitation Group is a new company that helps cancer patients navigate both conventional and alternative care treatment options. Designing their logo started with understanding both what they do and their company culture. CareFG bridges three components – conventional health care, alternative care and the patient – with the goal of facilitating the optimal treatment plan. They provide this service with a personalized and caring approach.

In early conceptual development I sketched ideas rapidly in what is best described as visual brainstorming. In the sketch above, I was concentrating on the three components that CareFG coordinates.

The idea of a compass (above, center) surfaced to describe how CareFG helps a patient navigate the confusing health care landscape.

The logo began to take shape when I started to integrate the letter ‘C’ into the design and it became clear that there are actually four components – conventional care, alternative care, the patient and the bridge that is CareFG. The sketch in the top right (above) was the glimmer moment. The ‘glimmer moment’ is defined by author Warren Berger in his book Glimmer as the point when an idea “crystallizes” in your mind.

The final logo design has conventional medicine represented by blue, alternative care by green and CareFG by orange all making up the letter ‘C’. The patient is represented in the center of the ‘C’ as the focus of care. Interestingly, people have seen the ‘C’ as a bird’s eye view of an embrace around the patient – something that was not intended in the design.

Obviously, most people will not read all of the logo’s content and that’s okay. It’s meaning is important for the people of CareFG as a representation of who they are and what they strive to achieve. Using design to capture the company vision can motivate employees and help establish a strong company culture.

One Comment leave one →
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