Atlas Healthcare

Ayn Rand said, “The hardest thing to explain is the glaringly evident which everybody had decided not to see.” For Atlas Healthcare, I chose a logo mark whose metaphoric design was only moderately evident. An image of Atlas holding up the world, however abstract in design and however on-the-nose in concept, is what makes the most sense for Atlas Healthcare. I tailored the brand to both the client (who specializes in placing nurses in hospitals) and their customers by building the brand on common sense simplicity. Beyond the pictorial concept, this common sense approach includes the brand colors, which just so happen to mirror the two most dominantly used colors in hospital scrubs: navy blue and teal.