SimplePractice ERG logos
Illustration and storytelling, SimplePractice, 2024
Employee resource groups are where a company’s culture gets built by the people living it: a place to find each other, to mentor and be mentored, and to be heard on the things that matter. At SimplePractice I got to lead the design of the logos for our five ERGs. Each one had to feel like it belonged to its members first and to the company second, so every mark carries the SimplePractice butterfly somewhere inside a set of symbols the group could call its own. Here is what went into each.
Women @ SimplePractice
Purple, yellow and green. Purple is the ground, for dignity and respect. Yellow rings the butterfly at the center, for optimism. Green shows up as the leaves at the base, for growth. The badge itself is an inverted triangle, a classic symbol of femininity, holding a circle that crosses the butterfly so the mark reads as a check: goals set and goals met, inside a whole that keeps turning.
AAPI @ SimplePractice
Blues in several shades, for calm and for the ocean that connects the regions of Asia and the Pacific Islands. At the center is a lotus, rooted in mud and blooming above the water, a symbol of rebirth across many Asian cultures. Behind it, circular wave and cloud patterns from Asian art, and above it a small disc that reads as the sun or a pearl, the pearl being prized across the Pacific for wisdom and generosity. The light blue field lets all of it come forward.
Pride @ SimplePractice
A rainbow at the heart of it, with the added stripes of the updated Pride flag: black and brown for people of color, and light blue, pink and white from the Transgender Pride flag, so the mark holds the whole community and not just part of it. The yellow SimplePractice butterfly sits at the center, for the authentic self, on a green ground for growth and renewal.
Black @ SimplePractice
A star that reads like a compass, for guidance and for excellence, with geometric patterning around it drawn from the quilt traditions of the African diaspora, where a pattern is a way to tell a story and pass it on. Deep brown for the earth and the foundation, warm reds and yellows from African textiles, green for growth, and black at the star’s center. The SimplePractice butterfly sits in the middle of the star.
LatinX @ SimplePractice
A bright yellow sun, the figure at the center of so much of Latin American culture, ringed by red and orange patterns drawn from pre-Columbian textiles and architecture, with their geometric precision. The field is a rich maroon, the color of earth and terracotta, and a bold yellow ring holds the whole thing together, for community and continuity. The circle around the butterfly at the center can be read as the globe.