How A Change in Logo Can Reflect the Evolving Company’s Vision
When building SWIFT SHIFT, our main priority was to improve the state of America’s home health care system, starting with those affected most: nurses and caregivers. As a nation, we have a nursing shortage causing foreseeable crisis in the coming years. With this, it became apparent that the outdated homecare system needed a solution-oriented revamp. At SWIFT SHIFT, we envisioned a system powered by technology that serves homecare workers foremost, and subsequently permeates and helps to benefit all parties involved: our agencies and patients. We came to find that this begins at the scheduling and recruitment level.
Understanding that the task at hand was no small feat, yet still absolutely essential, we visioned the best technology solution for the home healthcare industry, leveraging experience from companies like Google, Juno, Uber, 888, etc. We imagined how AI and Machine Learning implemented in a fine UI would revolutionize the industry and transform the lives of workers, agencies, patients and their families. This became our end goal.
Today, SWIFT SHIFT resides at the intersection of technology and people. We wanted our logo to represent the way that our technology serves as both a professional function, but also allows for an improved lifestyle for homecare workers, better care for patients, and higher satisfaction for agencies— all feats from the heart.
The starting point for our new logo became quite obvious. The home and the heart quickly came to represent our company and symbolize our “people-first” approach.
For our font, we used Ryoichi Tsunekawaa’s Bebas Neue. Because of its familiar clean lines, elegant shapes, blend of technical straightforwardness, and simple warmth, we felt that this is a blend that reflects who we are and what we do. For our website and communication, we picked the Rajdhani font. The squared and condensed appearance may be interpreted as technical or even futuristic; similar to our vision.
Our colors were to make it clear that this is not just one symbol, but a connection of two— the homecare industry and the backbone of its survival: people.
Since 2016, SWIFT SHIFT continues to grow and evolve into a company that is passionate about working through everyday issues facing caregivers and their agencies. Through this growth comes change, including our logo and branding. We are proud of these changes and excited to share the future of homecare with the rest of the world.
We would like to thank Studio Almog Dvir for developing and executing the brand transformation.