Modernizing a Biotechnology Pioneer
Client
AMGEN
Industry
HEALTHCARE
CHALLENGE
Amgen helped establish the biotech industry, but their identity did not reflect a brand that remains on the cutting edge of innovation.
As a biotech pioneer whose treatments impact millions of seriously ill patients around the world, Amgen has been building its brand reputation for more than four decades. But the brand’s inconsistent and dated appearance hadn’t kept pace.
OPPORTUNITY
Enhance Amgen’s market-facing identity by a their corporate design aesthetic and aligning it with their brand essence.
Create a definitive brand look and feel that would serve as the foundation for all Amgen marketing and communications development across media. This new visual identity needed to span all of Amgen’s offerings and initiatives, so it had to strike a balance of consistent and dynamic.
DESIGN STRATEGY
Retain Amgen’s logo and signature blue while reimagining every other aspect of the design system to communicate Amgen’s brand essence: a modern leader harnessing the best of biology and technology to fight the world’s toughest diseases.
SOLUTION
A Mission to Serve Patients
Curved and flowing lines evoke the compassion and humanity behind Amgen’s work. And the new global visual identity builds on existing brand equity – the Amgen logo’s recognizable shape and color – while infusing a modern design aesthetic. The adaptable system flexes across all digital, social, and physical environments, reinforcing the brand with every audience at every touchpoint so that Amgen can more effectively deliver on their mission.