We developed a new logo with simpler imagery, clearer and more modern typography, and a bolder look, in order to make the brand stand out in the allergy practice space. We incorporated an abstract symbol suggesting grass (a common allergen) as well as breath, clarity, and freedom. We hope it makes the practice’s purpose clear while remaing hopeful and “solution-oriented” rather than evoking symptoms or treatments, common visual tropes in the allergy space.