Logo Design For Morgan Serenity Estates

Client: Morgan Serenity Estates Industry: Residential Assisted Living Deliverables: Logo Conceptualization, Brand Identity System, MSE Monogram, Brand Presentation

Morgan Serenity Estates approached me seeking a brand identity that felt clean, elegant, professional, and luxury-driven, tailored specifically to their 65+ audience. As a first-responder–owned assisted living home, they wanted a brand that communicates trust, dignity, warmth, and the feeling of home.

My goal was to create a visual identity that truly reflects their mission: care that feels like home.

The final logo is built around three core ideas:

Represents:

Safety

Stability

Comfort

A peaceful residential environment

This immediately positions the brand as a trusted and welcoming assisted living space.

Inside the home outline sits a soft, elegant “M” shaped like a heart. This element symbolizes:

Compassion

Care

Serenity

The initial of Morgan

It creates an emotional connection and reassures families choosing care for their loved ones.

The client preferred gold and black, so I developed a rich gold tone paired with premium serif typography to communicate:

Elegance

Professionalism

High-quality service

A hospitality-inspired experience

This aligns flawlessly with their goal of standing apart from typical senior living brands.

I explored multiple serif families to achieve the perfect balance of warmth and luxury. The final type system uses:

This maintains readability for older audiences while keeping the identity sophisticated.

The client requested a second version of the logo with initials. I created a clean and balanced MSE monogram, maintaining:

Consistent line weight

The gold palette

A stacked luxury layout

Perfect proportion to the main icon

This monogram works perfectly for:

Social media

Business cards

Signage

Embroidery

Badges

Estate Gold — #C79606 Estate Black — #000000 Warm White — #F9F6EF

This palette reinforces the brand’s peaceful, caring, and upscale personality.

I created multiple tagline options rooted in emotion and dignity:

Where Care Feels Like Home

Comfort. Dignity. Serenity.

Exceptional Care, Warmly Delivered.

The client’s preferred tagline can be paired with both the full logo and monogram.

To help the client visualize the brand fully, I assembled:

A presentation-ready PDF

Gold-on-black and gold-on-white variations

Vertical and horizontal lockups

A branding video showcasing the full identity