For the visual identity we focused in the vision of the project and the psychology of elderly people. We concluded on three clue points, Love, Flower and Family. Each one, individually, contains its own meanings. Love is that emotion, which radiates goodness, dignity and hope. The flower of the plant "Balsam" or "Sword grass" has healing properties as anti-inflammatory and antidepressant. The concepts of protection, warmth and security are "hidden" around the word family.