The Illinois Center for Surrogacy is the surrogacy-focused division of Chicago IVF, a fertility practice founded in 1997 by Dr. Joel Brasch.[1] The center combines physician-led medical care with concierge surrogate matching services for intended parents in Illinois, across the United States, and internationally.[2]
Design and History
The Illinois Center for Surrogacy operates as a distinct program within Chicago IVF, with its own website and branding while sharing the parent practice’s medical team.[3] The center’s medical staff is led by Dr. Joel Brasch, who also serves as founder and Medical Director of Chicago IVF.[3]
Chicago IVF was founded in 1997 by Dr. Brasch, specializing in infertility and reproductive endocrinology.[1] The Illinois Center for Surrogacy was established as a division of Chicago IVF to provide gestational surrogacy services, and by 2019 the center had expanded its reach to serve patients in Europe through partnerships with local medical centers and third-party reproductive agencies.[1]
The center’s visual identity uses a square emblem combining navy blue and soft pink tones, a color scheme that distinguishes the surrogacy program from Chicago IVF’s primary branding while maintaining a connection to the parent organization. The logo has remained consistent since the program’s establishment, providing stable brand recognition for intended parents and surrogates navigating the surrogacy process.
Meaning and Symbolism
The navy blue color in the emblem conveys professionalism, trust, and the medical credibility essential in fertility and surrogacy services, while the soft pink tones represent compassion, nurturing, and the maternal care central to gestational surrogacy. The square shape suggests stability, security, and the structured support system provided throughout the surrogacy journey. The color combination balances clinical expertise with emotional sensitivity, acknowledging both the medical and human dimensions of the surrogacy process.
Blue and pink together subtly reference traditional gender associations while representing the inclusive family-building services offered by the center, which serves heterosexual couples experiencing infertility, same-sex male couples, and individuals pursuing single parenthood through surrogacy.
Typography and Design
The Illinois Center for Surrogacy logo features a geometric square format that provides stability and structure, important symbolism for intended parents navigating the complex surrogacy journey. The typography uses clean, approachable fonts that balance clinical credibility with emotional warmth, avoiding overly medical or cold aesthetics. The color palette distinguishes the surrogacy program from Chicago IVF’s primary branding while maintaining a visual connection to the parent organization.
This design strategy positions the center as both medically excellent and emotionally supportive, addressing the dual needs of intended parents seeking both clinical expertise and compassionate guidance through their family-building journey.
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