Overview
Role: Designer
Focus: Print Layout, Digital Design, Branding
A modular, scalable sub-branding icon system designed to distinguish different areas of work while maintaining a visual anchor to the logo.
Additional Notes About Color and Geometry
Every symbol was built around a shared light blue base color to anchor it to the primary brand, paired with a deliberate accent color. The brand’s color palette it shown below for reference:
Primary Palette
Extended Palette
- Shield brown: to establish an authoritative and confident energy.
- Bullhorn yellow: to inspire energy and action, and as a nod to our volunteers who often wear yellow shirts to lobby day events.
- Conversation Bubble purple: for a softer, friendlier look that coincides with many of our planning tools.
To maximize utility online, each icon was specifically engineered to work as an edge accent on the web. The geometry of the symbols is distinct enough that the bottom or side can be slightly cropped by the browser viewport or layout container, yet the user will still immediately recognize and understand the shape.
The Shield: Legal Work to Protect Patient Rights
The Conversation Bubble: Healthcare Planning with Your Loved Ones
The Bullhorn: Grassroots Advocacy and Mobilization
Impact
In production, the icon system significantly increased wayfinding across all different types of content while unifying the materials under the most distinguishable element of the main logo (the “C” logomark). Because it worked naturally within the constraints of the existing brand guidelines, internal teams could easily adopt it across print and digital media. The modularity of the system allows for expansion over time.