Think about being in hospice care someday. You’re about to kick it, and the caring person leans over to comfort you. And then…. lights out. The last thing you might see is a staff badge or tissue box with the hospice logo on it. You don’t see Coke, or XBox, or (god-willing) IRS.
That’s what I thought of when writer George Brumis asked me to do a quick check on some business name/URLs for a new hospice. A lot of the names had the words ‘hands’ or ‘hearts.’ I prefer hearts, because if I’m in hospice I want the staff to keep their bloody hands off of me. But the one I liked best had ‘Wings’ in it. All religion aside, that’d be an acceptable final logo to see.