Atlas Technologies

After creating a proprietary and patented innovation to retrofit existing wall-mounted toilets, Atlas technologies sought a brand icon that would more favorably represent their product line. The product was developed to reduce or eliminate legal exposure to organizations whose wall-mounted commodes snapped off walls when the morbidly obese used facilities in hospitals, gastroenterology centers, public rest stops and government buildings. Certainly a sensitive communications challenge. Caler&Company selected the use of the iconic Atlas, the primordial titan of Greek mythology that supported the heavens. (It was, afterall, the company's name.) The resulting logotype sensitively indicated the Atlas value proposition giving them a memorable opportunity as their "a" is lifted to the heavens