Heartland Health centers was looking to create an identity that would reflect the organization’s mission of providing Healthcare from the Heart. It was important to create a connection to the physical space that they had, with the contemporary interior design, and the centers’ use of color that was both uplifting and comforting. The client insisted that a heart be integrated into the design.
The heart graphical treatment represents the organization’s mission, and it was placed in the center where everything expands from. The rounded corners of the mark represent the multiple locations. The type used in Heartland Health Centers is a more contemporary serif font to balance out the sanserif in the tagline.