Owned by Ignella, AIM Biomedical is a medical writing company that works with small to mid-sized pharmaceutical and medical device companies to assist in the communication about their new data and products.
A native of Connecticut, Agnella works for clients in St. Louis, Missouri, Chicago, or the New York City Tri-State area (Connecticut, New York, New Jersey).
I would be lying if I didn’t say I was slightly intimidated when I read the project brief! The design references were wide and varied and I wondered how I would combine them into a single logo:
Agnella also provided some AI imaginings of this brief (detailed art deco styles logos). I reviewed these and then set to work – pulling out the main ideas and focusing on one or two at a time to generate concepts.
The first place I started was with the neuroscience reference – I researched what nerves looked like up close and discovered that the structure of the nerve endings on a neuron has a beautiful shape with a fan-like structure of tendrils. I also researched what identifies art deco styling – landing on the diamond and fan shaped repeating patterns. After playing around with simplified shapes based on the neuron, I saw that there was a visual connection between what the axon terminals of a neuron look like and coral – drawing in the ocean part of the brief.
For the first concept, I put all of this together and created an icon out of a repeated shape that spoke to all of these references.
Next I worked on the design reference of the golden ratio and the nautilus shell. Throughout my research I saw interesting line spiral shapes and wondered if I could echo the idea of the nautilus by using a curved line to generate the shape. This is how we ended up with the approved design.
The new logo was designed to strike a balance between scientific precision and modern simplicity. We refined the typography to feel clean and highly legible, while introducing subtle visual cues that reference structure, systems, and innovation – core themes within biomedical work.
The result was a precise and technical looking icon the references the idea of the nautilus and the golden ratio. To introduce some of the art deco styling, I chose a font that has an art deco feel – placing this in all caps next to the icon.
The refreshed identity positions AIM Biomedical as a credible, forward-thinking organisation – one that reflects the quality and sophistication of its work. More importantly, it gives Agnella a brand she can confidently stand behind as it continues to grow.
This wasn’t just a logo update – it was about bringing AIM Biomedical Communication’s external presence in line with its internal capability.
Once the design was approved in black and white, we then moved onto establishing a colour palette for the brand.
Agnella loves colour; she wanted a brand that didn’t conform to the established medical branding that uses shades of blues and greens. Her five brand values supplied to me in the brief were Curious, Vibrant, Scientific, Approachable and Detailed.
The vibrant palette we landed on is bold, warm, and purposeful; a deliberate rejection of the cold blues and sterile whites that dominate the medical communications space.
Our palette draws from the dramatic arc of a setting sun – from the deep stillness of dusk to the final blaze of golden light.
As Agnella works on improving her website presence, the updated branding signals clarity and purpose. The refreshed look reinforces her mission & ethos more clearly; aligning her company’s visual identity with the precise and innovative way she works – transforming complex medical data into compelling and easy to understand content.
