Theranos
Redesign a dead brand to fit a future vision
Overview
Objective:
Find a brand that is dead and redesign its brand identity to fit a future vision.
Approach:
Theranos is an American health technology company. I was inspired by Theranos’s mission about empowering people by providing accessible customized health information. Based on its brand soul, I believe Theranos can dive into a new vision, which is about diagnostic solutions, data visibility and enabling consumers to understand their own genetic information.
Personality
Empowering | Trustworthy | Futuristic
Credits
Designer - Mango Li
Instructor - Hunter Wimmer
Logo sketches
The core of the creative process lies in sketching. It’s the foundation that lets creativity flourish and ideas take form. In this process, I roughly sketched 300+ logos from abstract form to logo type.
Brand Identity
The final brand identity landed on letter T symbol, the logo is the combination of three ideas, pixels represent information, opened window represent access and letter T is the initial letter of this brand. This combination conveys that Theranos will empower people by providing accessible information.
Brochure design
The brochure design was focused on company history, competitor research and new vision for the future.
WHAT’S NEXT STARTS HERE.
Get in touch at mingguodesign@gmail.com
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