Logo Design
Overview
The SCOA Cares Foundation is a nonprofit organization devoted to enhancing the lives of cancer patients and their families across South Carolina. Through financial assistance, education and meaningful support, the foundation helps ease some of the burdens patients and families face throughout the cancer journey.
Danielle Salley Creative partnered with the foundation on a logo design and branding refresh to modernize its existing identity. The new logo and visual identity system better reflect the foundation’s compassion, purpose and connection to the people it serves. They also complement the established South Carolina Oncology Associates brand while giving the foundation a more distinct and recognizable presence of its own.
Refreshed SCOA Cares Foundation visual identity
The Challenge
Patients often encounter the SCOA Cares Foundation within the South Carolina Oncology Associates environment. However, they did not always recognize which resources and supportive experiences came from the foundation. The existing branding needed greater visibility and distinction. A stronger identity could help patients better understand the foundation’s role and connect its name with the support they experience.
At the same time, the refreshed identity needed to feel at home alongside South Carolina Oncology Associates without becoming indistinguishable from it. The logo design needed to modernize a meaningful existing identity while creating a stronger visual presence. It also needed to feel compassionate, approachable and appropriate within a professional health care environment.
Environmental application of the refreshed identity
The Approach
The logo design began with the bell, a meaningful part of the existing identity. The symbol represents hope, progress and an important milestone in the cancer journey. Rather than replacing it, we refined the bell with softer, simplified forms and gave it a more contemporary presence. The tagline “Getting You to the Bell” builds on that meaning by connecting the symbol with the patient journey and the foundation’s support along the way.
The branding refresh extended beyond the logo into a new visual identity system that balances strength with warmth. Modern typography pairs with a script treatment to add a personal expression of care. Palmetto Indigo draws inspiration from the South Carolina state flag while lavender represents awareness for all cancers. Complementary blues, violets and softer tints complete the palette. Together, multiple logo configurations and supporting brand standards create a cohesive system for events, environmental graphics, marketing, merchandise and digital applications.
Color palette, logo system and typography
SCOA Cares Foundation primary logo
“Getting You to the Bell” tagline logo application
The Result
The new logo design and refreshed branding give the SCOA Cares Foundation a more distinctive presence while maintaining a natural visual relationship with South Carolina Oncology Associates. The updated bell preserves the recognition and meaning of the existing identity. Meanwhile, the new visual system creates a more modern, compassionate and consistent expression of the foundation.
The rollout began with events and physical touchpoints within the South Carolina Oncology Associates environment. These are places where patients directly encounter resources and experiences supported by the foundation. Next, the refreshed visual identity will extend across the foundation’s website and social media. This will create greater consistency wherever patients, families, supporters and the community encounter the SCOA Cares Foundation.
Logo evolution
