Natalie’s creativity and professionalism was invaluable as our community mental health agency sought to modernize an outdated logo. She asked thoughtful questions to learn about our organization and its history, was receptive and responsive to our ideas, and provided skillful guidance throughout the process. We are delighted with our fresh new look!
Lisa TurnerIDENTITY
Palomar Family Counseling Service
Logo, business package, values poster, wall mural
CHALLENGE
A new, modern logo that:
- Embodies PFCS’s core mission of counseling and strengthening families
- Increases agency visibility
- Will take this 60+ year old agency into the future.
SOLUTION
Friendly design elements convey structure with the flexibility to meet clients’ needs:
- People icons embody positive, uplifting growth and movement; are non-descriptive of a particular population or age
- Square backdrop represents stability and a foundation to build upon
- Arched fan elicits positive interpretations, such as growth, sailing forward and reaching for a goal
- Dynamic palette of dark teal and bright green conveys growth and individuality
- Modern pairing of humanistic typefaces imparts a friendly, approachable tone
- Lowercase “pfcs” projects a more friendly appeal than all caps
MY ROLE: Interface with client, concepting, design