Independent design consultancy Pentagram worked with the Heart & Stroke Foundation (Canada’s leading health charity) for their identity rebrand. I love the new graphic icon logo, and how it sits perfectly amongst other copy and logos. What an improvement from the previous logo (below)!
Paula Scher and Jeff Close (designers at Pentagram) have said that “the elements of the logo are used as a consistent framework that can anchor various divisions such as community events, corporate sponsorships, gifts and the lottery, and more”.
The logo speaks for itself in terms of transcending across languages, most importantly because of Canada’s official bilingualism requirement (French and English). The minimalist design aids this need for an easily translatable logo, whilst also being visually pleasing alongside other mediums:
Despite the challenges surrounding the need for a bilingual logo, particularly when it comes to the stroke (“/” doesn’t translate to “stroke” in French like it does in English), the designers interpreted the stroke symbol as a representation of the emotional and life-changing consequences of a heart attack or stroke:
[it’s] an abrupt punctuation, exactly how a stroke interrupts life suddenly