For more than 45 years PLOWS Council on Aging has provided meals, programs, and social services for older adults in the south suburban area of Chicago. The challenge was their name didn’t evoke their mission nor describe their services. It was a frequent source of misunderstanding amongst the populations they serve.
Substance developed the name Pathlights to evoke the shared path older adults take in the aging process, and the assistance given along the way. The logo is meant to suggest a series of paths that emanate from a P letterform. The colored dot on the i letterform underscores this message of providing light and guidance.