Breast Cancer Support Fund (BCSF) Logo Identifies A Worthy Cause With A Simple Yet Meaningful Icon
The Breast Cancer Support Fund (BCSF) is a Canadian charity organization that financially supports low-income women diagnosed with breast cancer. The fund helps with rent, childcare, treatment, medication and other expenses to provide relief from everyday stress.
To help the BCSF establish a strong recognition across the nation, a Toronto-based creative studio called Mystique Brand Communications designed their logo with an aim to reflect the fund’s mission.
An important element of the BCSF’s brand identity, this logo identifies the organization’s cause through a minimalistic yet meaningful icon with a strong visual and emotional impact.
As designers from Mystique Brand Communications explain:
“The heart in the logo is used to denote the compassion shown by everyone involved in changing the lives of women diagnosed with breast cancer. Some will see the bottom half of a circle as a ‘smile’ which symbolizes both optimism during tough times, as well as the end goal of wellness and happiness. Others will instantly recognize the symbol as a breast. What might not be as obvious is that the half-circle is actually supporting the breast.”
This explains the reason behind the logo design and the outcome of offering a simple solution that conveys multiple layers of meaning.
BCSF Logo Inspires Trust And Reliability With An Engaging Tagline
Knowing that simplification and original geometry are growing as logo design trends, the team of designers behind this logo did a good job of using simple elements in an original way to amplify the meaning.
Besides a purposeful icon, the BCSF’s logo design inspires trust and reliability with the engaging tagline “Helping Women. Today.”
As a contrast to the sans-serif font in all caps for the name of the fund, the tagline, written in a script font, softens the logo by making it more appealing. This tagline is a great example of using clear, to-the-point copy to create a strong bond with both donators and patients.
The tagline is expanded within the BCFS’ website copy to add context:
“We want to help women with breast cancer. Not someday. Today. Because the rent is due. Groceries must be bought. Hospital parking is expensive. And lost wages during treatment and recovery means less money for the bills.”