As the owners of an Atlanta-based dementia care company SimpleC prepared for the launch of an innovative drug-free solution for caregivers, they needed a fresh new identity. The logo had to communicate the technological aspect of the solution while emphasizing the softer, care-orientation which allows each caregiver to be “always there” for a resident, even when physically absent. Finally, the logo had to be simple and clean in order to be consistent with the product itself.