Project Description

Turning over a new leaf for health and human services

Branding   Naming   

Family Counseling Center has been supporting individuals and families in Southern Illinois for decades. When they started, their work focused on evaluation, planning, and the provision of mental health education and services. Today, they do so much more and the name no longer articulated the scope and impact of the work they do as an organization.

Arrowleaf logo

Brand Vision

Substance came up with the name Arrowleaf based on the plant indigenous to Southern Illinois and the Shawnee National Forest region. Thriving in adverse conditions of sand and gravel, this plant is both beautiful and resilient, just like the people Arrowleaf works with who overcome adversity and find ways to fulfill their potential despite the challenges they face.

We wanted a logo that was dynamic and could represent the wide array of programs and services Arrowleaf offers. It was also important that it feel approachable and not too clinical.

Arrowleaf butterfly icon
Arrowleaf bird icon
Arrowleaf boat icon
Arrowleaf person A icon
Arrowleaf award icon
Arrowleaf person B icon

The Arrowleaf logo is built around a tangram puzzle. The seven shapes can be reconfigured into different forms that can serve as sub-brands throughout the arrowleaf brand architecture. This system is used throughout the brand. It’s playful without losing sight of the serious isues Arrowleaf works to address.

Our work is so diverse it’s hard to capture in a single word. Substance did just that with the Arrowleaf name. The arrowleaf plant is both resilient and beautiful, thriving in all types of conditions, much like the people we serve. Our new logo is versatile, dynamic, and positions us for future growth as our services evolve. We are thrilled with the work and where the new brand can take us.
Sherrie Crabb, Executive Director CEO, Arrowleaf