SKC Identity Proposal

STATE KŪPUNA CARE

AGING WITH ALOHA | STYLE GUIDE PROPOSAL

MINAMI FUKUSHIMA

ABOUT STATE KŪPUNA CARE

State Kūpuna Care focuses on caring and supporting the Hawai‘i elderly. SKC prioritizes the idea of aging in place. They will help many people’s lives throughout their services. Their mission is to resonate, empower, and connect with Hawai‘i’s culturally rich and diverse community. Their kind, professional and attentive care gives Kūpuna a sense of comfort.

Home care includes medical, nursing, and other supportive services that enable people to live as independently as possible at home. All of the caregivers are well trained to support tasks such as personal care, feeding and more. The elderly do not have to leave their familiar surroundings and can spend time in their homes comfortably. Since they are in a familiar place, the elderly do not have to adapt to a new environment and can maintain the same routines and habits they’ve always had.

DESIGN GOALS

Creating an identity that is both recognizable and trustworthy.

An identity that is professional and conveys warmth so that it can be used at the state level.

Reflecting diversity and being relatable to all Hawai‘i elderly.

Adaptability to use for commercials, websites, emails, banners, and other crowded spaces.

VISUAL RESEARCH

I researched existing logos that were related to caring for the elderly and discovered inspirations for my design. Online research becomes a good place to start in this project, in terms of seeing how other people thought about elderly care and possible concepts that related to care. To allow unique qualities in a logo, looking at various established designs can help develop distinctive creations without making duplicates.

WORD LISTING

Word lists play a huge role in the development of logos. Creating a word list helps a designer with initial creative ideas, figuring out a typeface to match the logo, as well as figuring out a design aesthetic that will complement the mood or atmosphere that one is trying to promote.

INSPIRATIONS

State Kūpuna Care revolves around the idea of aging in place elderly care. I pulled images that I believe represent the purpose and message of the organization. The inspirations focus on showing the relationship between the elderly and the caregiver, the feelings and emotions of the program, and the idea of comfortable care at home. The photos will help make the design more accessible and easier to understand.

Through my research, I decided to narrow down the idea of using a heart, figures, and a house into the identity. Those will fit with SKC’s mission of caring for the elderly comfortably at home. I continued to refine the details of the logo, creating clearer icons and making them meaningful. Highlighted in color is the identity that has been chosen.

CONCEPTS

Aging with aloha represents a deep understanding of all those involved with SKC, their feelings, location of care, and their expression of empathy and support. It focuses on the needs of the whole community involved at SKC. It captures the feelings of love in their daily lives and represents the security and bond they feel at “home”.

ANATOMY

Giving Aloha

The heart symbolizes the aloha of State Kūpuna Care. Aloha means love, peace, compassion, and respect. SKC’s mission includes a deep understanding of the significance of aloha and a determination to make it present in every aspect of their care. The love and deep understanding SKC provides to the elderly also translates into comfort and peace that permeates the spaces they live in.

Becoming ʻOhana

The two figures represent the elderly and the caregivers. They represent the close bond that exists between them. The elderly feel secure and trust the caregiver. The caregivers in turn enrich the lives of the elderly by living up to their expectations. In other words, their relationship grows deeper through support. This is depicted to convey the feeling of a loving and caring bond that embraces each other.

Supportive Hale

The roof in yellow represents the house of the elderly. The house is the center of their lives, a place of comfort, protection and security. It becomes an even more supportive place when SKC’s caregivers visit and support the elderly in their private space. The elderly gain confidence that they will be supported in their own home, in their daily activities, and through their routines. The support provides the elderly person with the opportunity to bond with family members and caregivers while living a peaceful and secure life.

PRIMARY COLOR

The colors scheme used in the identity is inspired by the natural beauty of Hawai‘i - the bright sun, blue waters surrounding our islands, and the greenery of the land.

PRIMARY TYPEFACE

State Kūpuna Care

State Kūpuna Care

State Kūpuna Care

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

0123456789

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

0123456789

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

0123456789

State Kūpuna Care AGING