tend
Logo System
Client: Tonia Martin (Founder of tend)
Industry: Healthcare
Services: Specialised Women's Psychological Therapy
Year: 2026
Brief
Create a logo system for tend, a new psychology and self-care practice supporting women in midlife. The identity needed to feel warm, calm, and grounded, reflecting tend's philosophy as a "nervous system sanctuary" rather than a traditional clinical service. The client required a primary logo, secondary logo, and icon that could be applied across a digital platform structured around the metaphor of a home, while subtly incorporating principles from Compassion-Focused Therapy (CFT) and the practice's focus on care, rest, and emotional wellbeing.
Process
The project began with a series of exploratory concepts inspired by themes identified in the brand strategy, including houses, watering cans, nurturing hands, and organic forms. Through a collaborative design process with the client, these ideas were refined into a symbol centred on support and growth. Multiple iterations were developed and reviewed, with ongoing feedback helping shape both the form and meaning of the final mark. As the concept evolved, the client introduced the opportunity to align the logo with Paul Gilbert's three emotional regulation systems from Compassion-Focused Therapy, allowing the identity to communicate both the emotional and clinical foundations of the practice.
Outcome
The final logo system features three overlapping forms that subtly resemble both a hand offering support and an abstract heart shape. The composition reflects the three CFT emotional regulation systems: soothe, drive, and threat. The larger sage form represents the soothing system, acting as a protective and nurturing presence, while the blue form symbolises growth through the drive system. At the centre, the rose-coloured shape represents the threat system, drawing attention to the inner emotional experience that tend seeks to support and protect. Combined with a soft colour palette and understated typography, the identity communicates care, stability, and compassion without relying on conventional wellness or clinical visual tropes.
