Alzheimer and other forms of dementia are tough challenges. Alzheimer Nederland wants to raise awareness and funds for vital research. Having met patients, families and care personnel to experience the disease first-hand, the designers developed a strong and instantly recognisable visual identity. The new logotype is bold and confident. The “vanishing points” visualise the effects of dementia, while some people see them as a source of light and hope. The feedback is very warm and positive; people feel an emotional connection with the new identity.