COVID Care Force

When COVID Care Force launched in early 2020, leadership was understandably focused on urgent pandemic response rather than branding. Stepping into this gap, I developed a comprehensive brand identity that would serve the Olathe-based non-profit throughout its mission. The resulting brand strikes a careful balance, clean and trustworthy enough for the medical space, yet distinctive enough to establish a strong visual presence in the competitive non-profit landscape.

The logo itself tells the story at a glance, seamlessly weaving together COVID iconography with symbols of community volunteering. Built on principles of modernism, the identity employs structured typography and a deliberately limited color palette to create maximum impact with minimal elements. This restrained approach proved both cost-effective for a startup non-profit and visually powerful enough to establish immediate credibility in a crowded field. The brand served COVID Care Force successfully until their evolution into Global Care Force.

Logo Exploration

The design process began with a clear directive: create a brand that felt welcoming rather than clinical or alarming, as the pandemic itself was generating enough anxiety. Through extensive research of medical and non-profit visual identities, I found my north star in Massimo Vignelli's iconic work for non-profits during the 1970s and 80s. His approach to systematic design thinking and refined simplicity provided the perfect framework for an organization that needed to convey both medical credibility and human compassion.