Charleston retirement homes are synonymous with “uninterrupted zest for life”. The new corporate design aims to express this positioning of the newly established holding company. For this purpose, the idea of uninterrupted zest for life has been translated into a logo that is unusual in the sector and much more than just a logo: the letter “C” as a smiling face, as a positive statement and affirmation of an active lifestyle in old age as well as an expression of the employees’ friendliness towards the residents.