- Create an updated corporate identity
- Create a family of product logos
- Create visual harmony between product logos and corporate identity
- Promote sales
- Attract investors
Criteria for determining success
- Acceptance by company principals
- Acceptance by investors
- Use by sales force
- Effectiveness of identity in a variety of applications
This biomed client had outgrown its identity. The corporate logo and its relationship with its product logos was confusing and failed to communicate the advanced nature of those products. New product introductions were simply shoe-horned into an identity system ill-equipped to support them.
An identity overhaul was in order – both the corporate and product logos. The challenge was in retaining the visual link to the existing logos. So we separated the parent logo from its attendant family of products. The creative solution was to simplify with sophistication. Shapes are organic, compelling, and indicative of each product. And the parent is clearly identifiable from its product offspring.
The new identity system was approved upon initial receipt of images. Not a single round of revisions.
The new system allowed for easy integration of and interaction between the product logos and their corporate parent logo. Before, these logos competed for attention. Now they work together. This new visual relationship establishes a foundation for the design of all other marketing and communication media.
- Logo – Corporate
- Logo – Products
- Brand Guidelines