Abbott, a global pharmaceutical, nutrition, and healthcare products company, was inconsistently marketed across lines of business. We were asked to create a visual identity system that unified their brand to promote a clear, customer-focused image.
We designed a vibrant, new visual identity that helped Abbott communicate consistently across businesses, appealing to both patients and healthcare professionals.
Agency: Prophet
Role: Design Director, Designer
Award: GDUSA American Graphic Design Awards. Corporate Branding Programs (2015)
We created a kit of brand elements — logo, color palette, typography, imagery style — to be used on all Abbott communications and make them feel like part of one family. Our team designed brand guidelines demonstrating how to use the elements on websites, print collateral, social media, packaging, and advertising.
A Brand Resource Center was developed in conjunction with the SapientNitro agency and housed all brand assets, including artwork, imagery, templates, and guidelines on visual identity and brand voice.
A set of visual design principles made it easier to apply the brand elements with consistency, regardless of the media or format. This allowed a seamless style across all brand touchpoints. The system was designed with flexibility to allow Abbott to adjust the tone of messages.
To achieve a consumer-friendly tone on patient communications, we used bold sans-serif typography:
To achieve a straightforward and more direct tone for healthcare professionals, we used serif typography:
Photos are the backbone of Abbott storytelling and share a common thread of humanity, greatness, and authenticity.
Infographics and icons are friendly, accessible, and help audiences visually navigate communications.
The unified design principles allowed a consistent approach on digital applications like social media and business unit websites.
An illustrative approach was used for Abbott’s mobile app icons. Unity was achieved through consistent placement of the Abbott wordmark and a shared color palette.
Business cards used vibrant color on the back for bold brand moment.
Outdoor and print ads used photography to tell amazing human stories.
Abbott celebrated the relaunch of their brand by holding a closing-bell event at the New York Stock Exchange.
Subway entrance near the New York Stock Exchange.