Transforming USC's Palliative Medicine & Supportive Care Division.

TASK. The mandate was that USC's Palliative Medicine & Supportive Care was not an "end of life" medicine division. They did not want religious or death icons such as doves or crosses but iconography that conveyed empathy and professionalism. Keck School of Medicine at USC's Palliative Medicine & Supportive Care (PM&SC) mark was an exciting project because of its focus and usage under USC's existing brand style guide. 

SOLVE. The concept revolves around joining the two divisions of palliative medicine and supportive care with the overlying icon of the ampersand and the heart. It conveys the highest level of medical care with the overlying belief that caring is paramount to their patient's success. The mark also follows the style guide by using color and typeface treatment. Lastly, USC appears in the logotype with the base of the ampersand and SC. We like to refer to hidden concepts as easter eggs. 

OUTCOME. Palliative Medicine & Supportive Care was pleased with the result because numerous other designers tried to solve this touchy problem and did not come up with a solution that conveyed the core tenants of the PC&SC division.