Hospicare & Palliative Care Services is a nonprofit hospice and palliative care organization serving Tompkins and Cortland counties in New York, founded in 1983.[1] The organization provides hospice care for people of any age with a terminal diagnosis, as well as palliative care, grief support, and education about serious illness and death.[2]
Design and History
In 2010, Hospicare underwent a brand revamp led by Iron Design, a design firm that also developed the organization’s website. The rebrand was prompted by Hospicare’s expansion into the Cortland, NY region, which created an opportunity to better reflect a larger audience and a new range of services.[1]
The new identity was inspired by the observation of how Hospicare staff bring compassion and care to patients “in any season of their lives.” The design focused on the colors of leaves through the seasons, and played on the subtle “I Care” embedded in the organization’s name.[1]
Meaning and Symbolism
The 2010 brand centers on seasonal leaf imagery, with the changing colors of leaves serving as a visual metaphor for the different seasons of life and the care provided throughout them. The identity also incorporates a wordplay on the name Hospicare, highlighting the embedded phrase “I Care” as a core brand message.[1]
Typography and Design
Iron Design selected a calm color palette and font system for Hospicare’s messaging, allowing the colorful seasonal leaves to take center stage in the visual identity.[1]
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