Chasing Rainbows

The client has a long history with the name, and was moving forward with the next phase of her business. We decided to work with the name rather than against it, but we set up some constraints such as ‘No arcs of colour’. What emerged (after many experimental attempts) was a symbol that is one part whimsy and one part motion.

This brand is an attempt to convey the struggle, the beauty, and the courage of young people living with cancer. The logo had to be a positive, affirming image. The goal was to create a continuous symbol that “moved” as the eye followed its forms. Circular shapes —representations of the Sun—are a basic symbol of ‘life’ in many cultures. This desire for movement and direction combined with the name led to the “rainbow sun” symbol.