Center for Molecular Medicine
Rebranding / Design lead
Logo & rebranding
Scope: Visual identity, content creation, social media assets & magazine concept design.
The purpose of developing a new brand identity that reflected CMM's values was to increase awareness of the results they deliver. Additionally, they wanted to build a community around CMM that extended beyond the physical premises so that medical researchers could feel involved regardless of their location in the world.
A window of opportunity
When I visited CMM, their core values were unmistakably expressed in the physical space itself: open areas, glass, and ample room for meetings and collaboration. I drew a lot of inspiration from their iconic building when creating the new identity. The previous logo was inspired by a bridge, symbolizing the connection across various nationalities and a global community. While the building was interesting in its own right, I wanted to visualize something more specifically symbolic, while still keeping it simple. I also drew from internal values closely connected with CMM.
The color palette centers around green, evoking thoughts of organic materials, health, and well-being. It also stands for growth and renewal, aligning with CMM's mission and values.
For the symbol, I aimed for a straightforward, impactful design that creates a visual illusion of an opening. This opening represents the perspectives critical to medical breakthroughs, giving the impression of different directions depending on the viewer’s angle. The shape also draws inspiration from cells, symbolizing the microscopic world that CMM explores daily.
The pattern is also subtly designed to represent intertwined molecules, symbolizing the interconnectedness of CMM’s collaborative research.
The phrase that solidified my vision of the final design was: A window of opportunity.
Inspiration
CMM stands for the Center for Molecular Medicine, a research hub that brings Karolinska Institute’s researchers closer to patients at the university hospital. This approach shortens the path from medical discoveries to their practical application in healthcare. CMM serves as both a gathering point and a network, connecting diverse disciplines within molecular research on an international level.
Look & feel
Lettering
Based on the German serif typeface Sabon from 1964, I’ve adjusted the softness of the wordmark to better harmonize with the new symbol. Sabon offers a classic and elegant design with excellent readability. Another reason for choosing a serif typeface was that it balanced well with the more linear style of the symbol, while also bringing an overall sense of classic intellectual elegance.
“We had the pleasure of working with an incredibly skilled and friendly team who truly listened, captured our identity, and understood exactly what we needed. We continue to receive a lot of positive feedback, both within and outside our organization, on how impressive the visual identity is. The collaboration has been a pleasure!"
Magdalena Lindén Ph.D., Science Communicator