Client: Big Bend Hospice
Project Name: Refreshing a Brand with 40+ Years Legacy of Care
Project Overview
Description: For over 40 years, the Big Bend Hospice oak tree logo has been more than just a symbol—it's been a beacon of hope for families facing end-of-life care. When they needed their brand refreshed, the challenge was clear: honor a design that the community knows and trusts, while giving it new strength and meaning for the future.
Original Big Bend Hospice Logo
Refreshed Big Bend Hospice Logo
Building New Meaning
While the original oak tree served as a recognizable symbol for 40 years, our goal was to infuse each element with intentional meaning. Looking at the tree as three distinct components—canopy, trunk, and roots—allowed us to strengthen both the visual impact and symbolic significance of each part:
The Canopy: Growing Beyond Boundaries
The original canopy felt cluttered and heavy. In the refreshed design, we simplified the branches while making them broader and bolder. The cleaner lines create a more dynamic, healthier appearance.
But the most meaningful change came in how we shaped the canopy—its outline now subtly mirrors the Florida Panhandle region, directly connecting the logo to Big Bend Hospice's expansion into the 2A area. This thoughtful detail transforms the canopy from a simple tree crown into a geographic symbol of the organization's growing impact.
Trunk: Stronger, More Trustworthy
The trunk is where stability meets purpose. We strengthened this central element to create a more trustworthy presence, one that better reflects Big Bend Hospice's role as a pillar of support in the community.
By following nature's own proportions, we created a trunk that feels capable and confident—ready to support both the physical canopy above and the metaphorical weight of the organization's mission.
Roots: Sturdier, More Confident Foundation
The roots tell the story of Big Bend Hospice's deep community connections. The original design's roots felt disconnected and uncertain. We redesigned them to be sturdier and more intentional, creating a visual foundation that mirrors the organization's 40-year legacy of trusted care.
These strengthened roots represent both stability and growth—a confident base from which the organization continues to serve and expand.
