Healthcare from the heart
Heartland Health Centers is grounded in a mission to advance community well-being through accessible, high-quality care—healthcare delivered with compassion at its core.
The visual identity centers on a heart symbol that functions as both a literal expression of care and a strategic anchor for the brand. Positioned at the core of the system, the mark radiates outward to reflect the organization’s expanding impact across neighborhoods and patient communities. Rounded forms reference Heartland’s network of locations, reinforcing a sense of approachability and interconnectedness.
A contemporary serif for the primary logotype provides warmth and credibility, while the clean sans-serif tagline creates a modern balance—together expressing a brand that is both human-centered and forward-looking.