Our main focus was to get the initials in the logo. One of their preferences was for their outreach market to identify them by the initials, instead of the full name.

By joining the “BLS” together we were able to form a tree symbolizing the services they provide, as well as the requested initials in the logo. The typography also needed to match the brand as well as the accompanying logo mark. So we opted for a customized softer, rounded, sans serif font to portray this.