It’s About Heart
The mission of the Down Syndrome Association of West Tennessee is to enhance the lives of individuals with Down syndrome by providing programs and support, information, and education to those individuals, their families, professionals, and the communities that make up the West Tennessee region.
B3 was contacted to help this organization create a more modern, location-based brand identity, promotional video, and website. Our team spent time researching Down syndrome and how families needed support and wanted to be heard. We were very pleased with the end result.
The new logo uses a more muted version of the national colors—blue and yellow, and contains a few details that may not be noticed at first. The heart is located in West Tennessee and has a design element that serves as a highlight, giving more dimension to the heart shape. The design element also represents the third, extra copy, of the 21st chromosome. Lastly, the entire shape of the logo is the shape of Tennessee.
Supporting Design
In addition to the logo, B3 created two patterns. One pattern is the interlocking of hearts. This represents family, friends, and those that love and support individuals with Down syndrome. The other design element is based off of a tattoo, popular among parents, that means “The Lucky Few.” The tattoo has three arrows pointing up, with the third being colored in. Our team believed this would be a nice design element, as well as something that truly meant something to parents.
We used these patterns and other design elements in stationery and stickers.
