Amgen MedConnect Branding
Havas Health Network
Amgen
2025
Brand strategy, logo design, visual identity system, typography, color palette, texture development, brand guidelines
MedConnect required a distinct brand identity that felt separate from Amgen's corporate brand while maintaining credibility. The identity needed to bridge scientific rigor with approachability, serving as the visual foundation for the digital platform.
Challenge
Create unique identity distinct from Amgen brand
Balance scientific credibility with modern accessibility
Establish visual system scalable across therapeutic areas
Support both digital and potential print applications
ApproachI developed a complete brand identity system rooted in transformation and connection—core themes in medical innovation.
Visual Language:
- Typography: Funnel Display for the logo; geometric precision suggesting clarity and structure
- Interlocking forms: Symbolize connection between HCPs, patients, and medical knowledge
- Organic textures: Microbial and fluid visuals representing biological transformation
- Color system: Therapeutic area-specific palettes with shared core neutrals
Whitespace strategy: Creates focus and modernity, preventing clinical coldness
Outcome A cohesive brand system that positions MedConnect as innovative yet trustworthy. The identity successfully differentiates from Amgen's corporate presence while leveraging parent brand credibility.
The visual language translates seamlessly to digital interfaces, establishing a foundation for future brand expansion.
View the MedConnect Product Case Study
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