Good Everywhere

To Simple Modern's Customers and Supporters:

We’ve taken a fresh look

Simple Modern has been around for over nine years, and in that time, we’ve experienced tremendous growth and success – thanks to our customers who believe in our mission to give generously and by creating high-quality products that serve a need in their lives.

This year, we’ve taken time to slow down – not with new products or with our giving – but in our review of who we are, what we want to represent and what story we want to tell.

And we’re so pleased to announce our new, refreshed brand identity complete with an updated logo and new tagline that we believe more accurately aligns with our company’s ideals, our story and our future.

Before we started on refreshing our brand identity, we wanted to hear from you. Through significant time with focus groups and surveys, we heard directly about what you loved about Simple Modern and where we could improve our storytelling and focus. You helped us crystalize our thoughts about our values. You helped us see if our ideas were cohesive or confusing. You helped us know exactly why you’ve grown to trust us and where you’d like to see us grow in the future.

Two ideas kept rising to the surface of what’s important to convey in our brand messaging: mobility and generosity. We believe our updated brand and new tagline, “Good Everywhere,” convey those two guiding principles for Simple Modern.

For one, we are dedicated to creating products that allow you to have mobility to ease your busy life. We believe every Simple Modern product is a perfect companion for any activity. Where you go, we are good to go there too.

And, we’re working to help bring good to everywhere in the world: By the start of 2025, we will have given more than $10 million to more than 1,000 nonprofits in less than 10 years. Very simply, we exist to give generously, and we’re so proud to be able to come alongside our nonprofit partners and help them achieve their varied and important missions. It is humbling to see tangible change happening in this world because of their work.

With this refresh, we wanted a logo that could still be clearly identified as us when written as SM, as it has become shorthand for both us and our customers. And you’ll notice we’ve added a water drop to every iteration of the logo. This obviously ties into our background with hydration products, but it also serves as a visual reference to our values: We truly believe that one drop can create a ripple effect of change throughout the world. We believe this modified brand brings clarity to our products and to our story of generosity, tying our products and our mission to give generously more closely together. The drop will be an icon you’ll start to see in our communications, whether it be on product, in packaging, or talking about our brand values.

When will you see the new brand on the products you love? As of August 28, the new brand and tagline will be on all digital assets like the website and digital ads. You’ll start seeing products with the new logo about the end of September. And all products should have the new look by the beginning of 2025.

We are so thankful for all that have joined us on our journey during the last nine years. Because of you, we can be generous with others. Thank you for helping us live out our mission. With you, we can bring good everywhere.

Mike Beckham

Simple Modern Co-Founder and CEO