Breast Cancer Awareness – Cumberland Valley (BCACV) had used a variety of logos for their Step 'N Stride event over the years, and were in search of a fresh, clean, and consistent identity that could be used for 2020 and beyond. Their desire was that the logo celebrate and honor survivors, patients, and families, while communicating the primary activity of the event: walking!
Based in Washington County, Maryland, BCACV was created to support breast cancer patients and survivors through every step of their journey. They are a hub of resources for women and men who need financial assistance in obtaining a mammogram, for families and caregivers, for those recently diagnosed, enduring treatment, or who have lost a loved one to breast cancer.
Each year, BCACV holds "Step 'N Stride," an annual event to celebrate and encourage survivors and to memorialize those who have been lost in the fight against breast cancer. This event is their largest of the year: a morning of camaraderie, music, memory, and heartfelt support.
I created a mark that integrates the iconic pink ribbon, most recognized in breast cancer awareness, with the tread of a shoe that moves onward and upward. The heart included in the tread symbolizes the memory of those lost to breast cancer, and the tread itself radiates outward from the ribbon, a nod to the hope and encouragement the event has become known for.
The BCACV team was thrilled with the logo and were excited to see a clearly defined color palette (years past included varying shades of pink and they desired consistency).
Two shades of pink and one dark gray make up the primary color palette; secondary accent colors for other collateral include blue and yellow. As cooler colors that balance the warmth of pinks, blues were selected to recognize the men that are diagnosed with breast cancer. Among other things, blue is associated with peace, health, and wellness, and yellow is associated with joy and friendship.