The Latitude Vision


Latitude Vision: The Story of the Logo


The Rings:

3 - Concentric Rings (2 inner “full circle” rings and 1 inner “semi-circle” ring)  

The rings have several meanings.  First, they represent the three primary functions of our minds which are cognitive (analytical processing), affective (emotional processing) and behavioral functioning.  A healthy mind has the ability to use these functions to learn, adapt and, when needed, evolve in order to meet the demands of a dynamic environment. These processes work together to create a system that helps us relate to ourselves, relate to others and problem solve and disturbances within this system set the stage for the development of symptoms like anxiety, grief or frustration that can pave the way to mental illness.



Contemporary theories in Neuroscience state that our thoughts inform us while our emotions motivate our thoughts in order to provide substance and meaning to the information we are presented with.  The synthesis of these two processes generates our attitudes, perceptions, and opinions about the information we receive and form the basis for how we respond to that information.

These responses are perhaps best understood by examining our decisions. Our decision making and behaviors represent our ability to choose a course of action based on our interpretation (perception) of the information presented. Which may come to us in the form of either environmental cues or internally derived messages from other parts of our bodies. Decisions made at a specific moment or within in a particular context, the collective decisions made over a period of time, represent a third component of mental functioning, which is behavior. Examples include the smell of smoke signaling a fire compelling someone to run away or a sensation of pain triggered by touching a hot stove causing someone to immediately withdraw their hand.

limbic system

After receiving information either externally from the world around us or internally from our bodies, cognitive functioning (analytical processes of our minds) attempts to make sense of what we are dealing with while our emotional functioning attempts to determine its significance.  That information is then compared with data already embedded within information storage units which we call memories. Memories inform our interpretations of the information as well as formulate the basis for our attitudes and opinions. This is what drives decision making. Errors or defects in the design or engineering of this process can lead to mental illness.  



prefrontal cortex


Cognition is related to those structures involved with acquiring knowledge about information we've received from the environment.  It establishes the framework for creating memories, language, regulating judgment and the logical operations required for problem solving. Forming thoughts generates attentiveness and arousal, both of which are important for detecting the signals given to us from our basic senses (sight, sound, touch, smell, taste, etc.). 

The innermost, semi-circular ring represents our analytic processes, illustrated by the color black to depict the result of a deficit in cognitive functioning as a light that goes out during a power outage.  The semi-circle represents the incomplete circuit and broken signal that accompanies problems with our ability to process information analytically. Dementia is a common example.

Emotion is related to the group of structures that regulate our mood and temperament and have dramatic influences on attitude, motivation, interest or disposition.  These structures are housed within the innermost layers of the brain known as the limbic system, a complex neurological system that includes information processing centers like the hippocampus, circulate gyrus, amygdala, and hypothalamus each of which plays a key role in the development of mental illness and serves as a key brain target for drug treatment.  

The “full-circle” inner ring represents our emotions, also depicted in black because of the darkness or emptiness we can experience when our emotional processing is dysfunctional. Depression is a common example.

The “full circle” outer ring is paved with gold.  The ultimate goal for every patient who chooses Latitude Mental Health to guide their path to wellness. It's a complete circle that signifies both excellence in mental health care as well as the ultimate goal of achieving your best mental health along the path to wellness.  It illustrates the healthy behaviors that accompany wellness.


The Lines:

5 - Lateral Lines (4 short, 1 long)

5 - Vertical Lines (4 short, 1 long)  

The lines depicted in this logo, on one hand, represent space and distance along the path to wellness and, on another hand, symbolize the process of change.  The central horizontal line - much like the earth’s equator, marks the threshold or space between two equal sides and illustrates the depths of mental illness (depicted by the gray area below) and of heights mental wellness (depicted by the blue area above).  

The lateral lines (lines of latitude) represent the process of moving forward in advancing one's goals and purpose.  Effort generates Momentum which is the force behind change.

The vertical lines (lines of longitude) represent to process of moving up in terms of enhancing knowledge and self-awareness.  Inspiration elevates awareness to achieve a higher degree of consciousness.

The number 5 is important because it represents the five core values of Latitude Mental Health: Trust, Reliability, Understanding, Service, and Truth, which together equals TRUST.


The Wings:

2 - Gold wings

The “wings” positioned along the central line of latitude symbolize the two key elements of the therapeutic alliance - the provider/clinician on the left-hand side and patient to the right - located in the position of honor.  


The Arrows:

5 - Arrows- Representing purpose and direction.

1 - Hollow Arrow (gold-tipped) facing North

1 - Solid Arrow also facing North

3- Solid Arrows facing South

The 1 - north facing solid arrow faces north and is positioned at the base of the inner ring.  It represents the starting point along the path to wellness and upward trajectory of the path to wellness. The unpaired arrow illustrates the notion of one goal, one mission and one team approach to providing care at Latitude and serves as a symbol that with Latitude Mental Health, our patient’s always come first.

The 1 - north facing hollow arrow is gold tipped, faces north and is positioned at the top of the inner ring to symbolize the destination.  The white color on the inside represents the internal changes that come from experiencing the ascension to wellness.

The 3 - south facing arrows are intended to convey an awareness of the dark past of where we came from.  In order for lasting and meaningful change to occur, it's important not to forget where you had to come from in order to get to where you are going.  

The 1- solid ring, depicted as the logos center point, symbolizes the synergy of the combined forces.  It represents the innate force contained deep within each of us to achieve change. It’s the “will” to change that when acted upon by a positive external force, ultimately generates the momentum behind the change.


The Official Latitude Colors:



Primary Colors: Blue, Gold, Platinum 

Secondary Colors: Black, White 

Black and White -  represents the full spectrum of the human race and the beauty and a celebration of the diversity of cultural experience.  It is also a reminder that mental illness is colorblind and affects people of all ethnicities at similar rates.

Blue - Depicts the sky and the horizon.  Clarity, Tranquility, and Serenity. The state of mental health during periods of wellness.

Grey - Depicts the seas and stormy weather.  Fogginess, Uncertainty, and Despair. The state of stress and mental illness.

Gold - Gold signifies brilliance which reflects excellence.  Reflecting excellence in care and excellence in results.


Latitude Mental Health
2550 Overland Avenue, Suite 100
West LA

Los Angeles, CA 90064
Phone: 323-618-1542
Fax: 443-558-1095
Office Hours

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