As a small start-up whose bread-and-butter was scalable and reliable healthcare funding software, the client and I decided Health fundit needed a logo that toyed with the notion of scaling shapes and forms. The logo is fitting with its peers in the medical community and yet also manages to stand out, conveying technological roots. To match the idea of being scalable, we used a recursive pattern, where each piece fits within itself to repeat the idea. We also used a box, because building blocks also speak to the modular component-like pieces that help one build up to something bigger, like the smaller donations that could lead to groundbreaking medical research.