The CALM logo was designed by a trustee in 1984 when CALM was originally set up.

The logo shows a tortoise wearing boxing gloves. This is to represent the children on treatment who are fighting for life, taking it one day at a time during the often long treatment protocols because "Slow and steady wins the race."

The charity uses the logo on T-shirts, sweatshirts, caps, lapel badges and also trolley tokens to help raise further funds.