Baker Heart Research Institute
Brand Refresh
The Baker brand refresh was more evolutionary than revolutionary. We researched the organisation, its operations and competitors to identify the key brand attributes which were relevant to Baker now and into the future. These attributes were then aligned with Bakers vision to create not only a rejuvenated ‘face’ but a strong positioning as a leader in biotechnology.
The logo itself was tweaked to create a better balanced proportion between Baker and the heart symbol. This not only gives Baker the prominence it deserves but also allows for greater impact in any setting. The negative spaces in the Baker letter forms were opened up slightly to increase legibility and selected corners were rounded off giving it a softer tone overall.
The black has been replaced by a dark warm gray, reflecting credibilty and reliability while the red remains in use as the colour synonymous with the heart research industry.
A supporting visual language was devised consisting of colour palettes, graphics, formats and photographic style. These elements work together to reinforce Baker’s new vision and positioning while appealing to both the scientific and greater community it serves.
This brand refresh has resulted in a more accessible, progressive and contemporary image for Baker.
Services used
- Brand Research
- Brand Refresh
- Corporate Identity / Logo Design
- Brand Guidelines Development
- Annual Reports / Prospectus Design
- Corporate Collateral Development
- Photography
- Project Management
- Squeeze™ Session