The BioMed brand is well-known and well established. It is a company which exudes stability and reassurance in the medical diagnostic field, providing quality services for its customers.
Therefore, instead of a complete overhaul of the branding design, it is beneficial to retain the key elements of the existing brand identity.
The test tubeTest tubes were the cornerstone of the original BioMed identity. By simplifying this iconic symbol of Biology, a connection to the successful BioMed tradition is upheld. Melding the test tube with the B of the logo adds to economy of design, and at the same time encapsulates the essence of the company.The original logo successfully utilised a serif typeface. By creating a specially-designed rounded serif, a softer more comforting aesthetic to the overall design is achieved. At the same time, the rounded serif reflects the lip of the test tube.
A versatile B
The logic behind emphasising the B is so it can be read as a B for BioMed, or a Beta for Bioiatriki, or Biokliniki, which provides flexibility, and introduces a compact version of the main logo.
Continuing the circle
The original branding of BioMed uses strong circles. This can be transferred effortlessly to the new logo as a base for the ‘B’ icon of the logo. The circle is complimented by the rounded serif of the typeface, giving an overall impression of a soft rounded design, which is not only comforting to the eye, but also puts patients at ease.