The Leukemia & Lymphoma Society (LLS) is the world’s largest voluntary health organization dedicated to funding blood cancer research, education and patient services.
Their problem with the current logo is that it’s very long, difficult to spell, read and work with. Also, there is corporate logo and there are six sub-brand logos. LLS, as a parent brand, is getting lost when married with its 6 sub brand logos.
To solve these problems, they wanted to play down the organization’s full name and enhance LLS.
When I first approached this project, I was hoping that they market it enough that when used with sub brand logos, All they need is LLS Logo mark without it’s full name.
Here is my first attempt.

This was a bit too playful. I needed to tone it down a bit. I had to let go of my “all color (6 sub brands and the organization) come together to form the logo type LLS” concept. But I didn’t want to give up the logo type… so here they are…

The cool point was that the “S” will move along with the sub brand name, thus becoming a frame – umbrella for the sub brands.

more toned down version… I think the LLS typeface just didn’t work for my client. ^^;

Speaking of the frame, here are more ideas with the logo mark as a frame. The organization name will be replaced with sub brand names.

Below with LLS being a logo mark.

Inspired by blood drop. Leukemia & Lymphoma being the type of blood cancer.

Started from this, a drop of blood.

Of course, we know about Japanese flag and we weren’t going to use this but this had inspired many more logo concepts like following.









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