'Simple' - uncomplicated in form & design; without decoration or ornamentation.
"Less > More"
The story behind the mark...
While researching Simple, I was amazed at all the different sustainable materials introduced into their products. It is after all what revolutionized their company; their "epiphany". I wanted this aspect to be very present in the design. This instantly became more of a problem than a solution. How does one design a logo that represents all these materials, and while doing so, keep it SIMPLE?
The mark is a visual representation of Simple's goal of reaching 100% sustainability. It's always pointing up and forward; whether in it's vertical or horizontal format. It represents the sustainable materials they use now, and those they'll be using many years from now.
It's that simple.