Rooted in Trust: Refreshing a 40-Year Legacy of Care
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.
Understanding the Legacy
Big Bend Hospice's mission is simple but powerful: "We inspire hope by positively impacting the way our community experiences serious illness or grief – one family at a time." The refreshed brand needed to embody this commitment while staying true to its roots.
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.
The Refined Oak Tree Emerges
For four decades, the Big Bend Hospice oak tree remained unchanged—a testament to its enduring connection with the community. Our approach to refreshing this cherished symbol was intentionally minimal, evolving the design by only 10-15% to preserve its recognition and emotional equity.
The refreshed oak tree reveals how each thoughtful adjustment came together. The more expansive canopy, strengthened trunk, and sturdier roots work in harmony to create a healthier, more balanced symbol. These precise refinements enhance the tree's meaning and visual clarity while maintaining its familiar presence.
When placed next to the original, the careful nature of these changes becomes clear. The evolution shows how small, intentional adjustments can bring new life to a design while preserving its essence. It's a visual demonstration of balance—between honoring a 40-year legacy and thoughtfully refining a cherished symbol for clarity and purpose.
Introducing the Beacon
While the oak tree evolution was intentionally subtle, we saw an opportunity to add deeper meaning through a new grounding element—the beacon. By definition, a beacon is "a person, idea, or thing that provides guidance, hope, or inspiration."
This addition creates a subtle halo effect behind the tree, reinforcing Big Bend Hospice's mission to inspire hope in their community.
The beacon element doesn't change the carefully evolved tree mark, but rather enhances its meaning. Like a gentle light in the background, it adds a layer of purpose to the design, suggesting the organization's role as a source of guidance and comfort during difficult times. It's a thoughtful addition that complements the oak tree's strength while adding a new dimension of hope to the overall design.