Actelion is a biopharmaceutical company that researches, develops and markets medicines for diseases that lack adequate treatments. “Create a new identity for our brand Actelion. Don’t touch the logo, but create something the world of pharma has not seen before.” In keeping with this premise from Actelion, the brand consultancy firm Interbrand in Zurich conducted an initial review and discovered a generic image world with scientific motifs that lacked differentiation from those of the competition. Based on the concept ‘from medical industry to medical magic’, a new visual identity was developed that uncovers the invisible magic moment of medicine. The new imagery is based on the smallest possible unit: digital molecules. These capture the magic moment when medical discoveries arise from mere atoms to create an original design for a company that supplies the world with innovations. We worked closely together with Interbrand to create the graphic imagery and developed a tool to automatically generate images. The tool enables a unique yet homogeneous world of graphic images from heterogeneous visual material. The new visual identity was featured in Actelion’s annual report and continues to evolve on their website.
“Best relaunch of a corporate design” as presented by the jury at the Corporate Design Prize award ceremony in 2011. Juror Wolfgang Seidl described the project as “Magic! A great idea with a distinctive character”
The Processing-based software was developed especially for Actelion. Based on photographs, it enables the targeted creation of graphic images. The visual information contained in the tool is translated into graphic elements such as points, lines and curves using special algorithms. A number of presets through expanded settings can be used to create fine adjustments on the individual elements. It is even possible to edit the underlying photographic template without having to switch to other image-processing programs. The software allows both the print vector data and the information for digital media to be exported. Extensive adjustment possibilities for the animations are also available in a separate animation menu. The software’s modular construction allows for additional features to be easily programmed. The tool has the potential to be expanded for years to come so that the corporate design can be continually revived.