The Journal of Cardiac Failure asked us to design a logo for a new publication, JCF-Intersections. They had an established color palette and a family of preferred fonts. The challenge was to utilize an existing illustration of a heart, while making the title visually memorable. Using more than one graphic element in a logo can break the ‘simple is better’ rule of design.

We presented concepts for ‘intersections’ and ‘pages’. ‘Pages’ won out. Our resulting logo uses the JCF monogram displayed on pages of a book or magazine, while incorporating the heart as a depiction of heart health.

The primary version has no background, while the secondary version uses a teal box as background. These two versions give the client the flexibility to use their logo on their masthead, in email signatures, and print materials.