Colorado Covering Kids and Families (CKF) is a project aimed at improving and protecting public health insurance programs that many families have counted on to meet their health care needs, especially during economically tumultuous times. As part of a national initiative by The Robert Wood Johnson Foundation , Covering Kids and Families is a four-year project with 50 participating states. Led by the Colorado Community Health Network (CCHN), in partnership with Catholic Charities, Colorado Children's Campaign, and three local partners, Colorado CKF has created a statewide movement to advance the purpose of public health insurance programs that benefit children and families.

The director of the Colorado CKF wanted an identity that showed stakeholders, grantees, legislative and executive branch state agencies and the general public that they meant business. In order to create an identity that made Colorado CKF distinct from CCHN, Colorado CKF approached Notchcode for assistance in building their brand. After reviewing their mission objectives and analyzing their audience, similar organizations' branding efforts, and other research, Notchcode created the logo shown above. Symbolizing both the nuturing aspect of someone caring for a group of people and an organization unifying and supporting other organizations, the curvilinear forms are reassuring, organic, and trustworthy. The light gold and violet hues evoke a modality of caring, compassion, and energy.

This logo was implemented immediately in letterhead, brochures, fact sheets, and informational booklets; which were distributed to legislators, stakeholders, and other key audience groups with great effect. The feedback from Colorado CKF is that the brand has helped to raise their visibility within legislative circles, and provides a polish to their look that assures stakeholders and participating organizations that they are professional and effective.