The Meaning Behind the Logo

ATSF has chosen the human teardrop as the symbol most reflective of our mission. The components of our logo consist of the organization’s initials, full name, and a graphic representation of a teardrop striking a pool of tears.

INITIALS: The use of acronyms as identifiers of organizations is a popular trend in most business sectors. Acronyms are quick to say and easy to remember. Since our organization is new, we have chosen to control the creation of that acronym by including it in our logo (“ATSF”). All four initials are employed to emphasize the word “Foundation”, a conscious acknowledgement of our non-profit status.

SYMBOL: Most organizations involved in organ and tissue donation have chosen to symbolize the sharing of the gift of donation, a form of biological recycling, in the form of hands, hearts, doves, and infinity symbols. These symbols emphasize the benefit of donation to the patient and the lifesaving/life enhancing gift. Seeking a symbol unique in the donation community, we have chosen the human teardrop. The teardrop symbolizes the grief experienced by the donor family. Since the death of a family member is the beginning of the tissue donation event, we chose to acknowledge the human emotions of grief and loss experienced at the time of the event. Through the symbolism of a pool of tears accumulating below the teardrop, we have transformed the grief of the family through the gift of donation and the multiple people benefited by that donation, represented by the multiple ripples on the pool. The pool of tears has additional symbolism as a reflecting pool, recognizing the remembrance of a loved one during the grieving period and beyond.

TAG LINE: The tag line “Rebuilding Lives Through the Gift of Donation” is an excerpt from the Mission Statement. Since our main focus is the donor family, we are emphasizing the rebuilding of the family shattered by the death of a loved one. The act of giving the gift of donation can become a critical component of the healing process for families. In addition to the positive effect donation provides, our reference to “Rebuilding” includes the services we are developing to support donor families during the grieving process. Another use of the rebuilding phrase is a reference to patients, their lives being enhanced by the tissue transplant.

COLORS: We chose violet as the dominant color for the font and the upper portion of the tear. Violet is a soothing color, found in many spiritual references, such as, Easter. Blue, representing water, is introduced in the lower portion of the teardrop and as the ripples in the pool of tears.