To create a brand identity that would embody the mission and work we do, we worked with the team at Saint Paul Media and they delivered a design that captured our work, voice and will serve us for many years to come.
The first part of the design features an icon, which is comprised of two cursive lowercase Ls that form a flowing M below them. Not just a literal representation of the name -- Lupus Link Minnesota -- the Ls create several symbols, the first being a portrayal of two people who are linked.
Making connections and linking individuals and other organizations who can educate and support each other is an important part of our work. In the icon, one person represents an individual affected by lupus or a related autoimmune disease. The other person embodies a researcher, medical professional, organization, donor, or another individual affected by lupus or a related autoimmune disease. Take a closer look and you’ll see the two people form the shape of a heart, illustrating support and compassion.
The Ls are also symbolic of awareness ribbons, a nod to the purple ones commonly worn to show support or raise consciousness for lupus. The shadows on the Ls imply light shining on the people. This represents knowledge through research and a hope that this research will lead to the discovery of the cause and cure of lupus. And to bring it all together, the circle completes the icon and represents community, wholeness, and inclusiveness.
The second part of the design involves the wordmark. It is set in the font family Ingra, a modern sans serif typeface that is both elegant and friendly, as well as highly legible. “Lupus” and “link” are both lowercase to reflect the welcoming, positive, inviting nature of Lupus Link Minnesota. Notice how the words do not have any space between them, illustrating our role as a link between individuals affected by lupus to research, education, support, and service.
Armed with this representation, we’re ready to continue writing our story.