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Fondation Aline-Letendre’s mission is to enhance the overall quality of life for the residents of the Hôtel-Dieu by improving their care, services, and living environment. With past experience modernizing visual identities for similar organizations, I was honoured to give this one the thoughtful attention it deserves. I began by studying the existing logo and noticed that the top of the window subtly echoed the bottom of a heart. This small detail sparked a bigger idea, leading to a design that brings symbolism and warmth to the forefront of the brand.
Before:
After:
A symbol rooted in meaning.
The new emblem combines the softness of a rose with the shape of a heart, rendered in a clean, geometric style. The rose holds deep meaning for the foundation, as the rose garden outside the Hôtel-Dieu is a place of serenity for residents and their families. It also represents compassion, care, and the idea of continuous growth. Each petal can be seen as a heart, and together they form a whole—symbolizing the collective care provided by the foundation and its partners. The overall shape nods to the original logo’s window arch, tying the new design back to its roots.
A Contemporary Look with Lasting Integrity
To ensure the identity was both legible and future-proof, I chose a bold, modern typeface that conveys trust and clarity. The updated system is designed to work across print, digital, and environmental applications, with improved visual coherence and emotional resonance. This identity strikes a balance between tradition and renewal, reflecting the foundation’s ongoing dedication to care, dignity, and community.
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