Blending Fields
Accelerate Diagnostics is an in vitro diagnostics company dedicated to providing solutions to the global challenge of drug resistant organisms and hospital acquired infections. Accelerate Diagnostics focuses on developing and commercializing innovative instrumentation for the rapid identification and antibiotic susceptibility testing of infectious pathogens.
Accelerate Diagnostics approached us as they were launching their platform, seeking to establish an identity that would provide them with approachability, easy recognition, and expandability. Operating within the medical science industry, Accelerate Diagnostics needed an identity that projected a strong corporate image while also maintaining a trustworthy human element to the brand.
Wellness, With an Innovative Edge
For the creation of Accelerate Diagnostics’ identity, we utilized a color palette of cool blues and off-whites, blending together colors typically associated with both medical and technology fields to create a versatile hybrid, recognizable within both industries. Following our goal to blend medical and technical industry strongholds, we placed emphasis on hexagonal shaping, frequently used in the identification of chemical compounds, throughout both the logo mark and website design. Hard edges and minimalist spacing suggest Accelerate Diagnostics’ technical side while the soft color palette and use of narrow, rounded fonts throughout the identity help to retain the health-oriented aspect of the company.
