Calm, Confident, and a Memory

Kevin Joyce was ready to open his own practice and approached me with a name inspired by a memory. Blue Cypress Counseling & Wellness was born from a peaceful scene from Kevin’s childhood, but he wanted the brand to as strong as his larger, more established competitors. After an hour-long interview, we both knew the logo had to be simple, strong, but calm.

Standing tall on a hilltop.

Whether you have mountains or hills to climb, reaching the top of anything and enjoying the view is empowering. The concept of overcoming and feeling “on top of the world” is what Kevin strives to instill as he helps his clients explore their troubles.

The same combination of confident and calm demeanor needed to be present. Rather than use a stock typeface already existing within the health industry, a custom character set was created to give a voice as unique as Kevin’s approach to helping a client.

Seeing the forest for the trees.

The three trees atop the horizon represent the journey of personal development. A perspective shift can be used to see “the forest for the tree” and recontextualize a situation. Likewise, the gentle hill invites you to take the first step to the top to enjoy the view.

Taking strong cues from Optima (Hermann Zapf, 1955), Cypress Roman is a humanist sans-serif with a slight flair for the botanical. Initially designed as a one-off logo, the character set was expanded to create custom office decor and be used in future brand collateral.

Derek took the time to form a relationship with me, to ask thoughtful questions, and really understand what it was I try to manifest in my business. The result is that my logo is something that really represents the heart and soul of my work; truly “me.”

Kevin Joyce
Owner of Blue CypressCounseling & Wellness