The challenge: Creating a logo to symbolize a fresh start but also link to a stellar legacy. William Smilow wanted to highlight the new Smilow Foundation as he continues the philanthropic endeavors of his father, Joel Smilow, who is renowned for his generous donations in the medical care field. The logo had to have a distinct look and feel, giving a sense of science without an offputting clinical tone.

The new logo hit the mark. When it’s viewed as a whole, the image hints of molecules and waves of care. The new mark suggests steadiness, and the continuity of Smilow philanthropy.

It was easy to make a companion mark for Smilow’s nonphilanthropic activities, too. The result? A seamless connection across ventures and time.