Global design company, Turner Duckworth, just lately labored with Pennington Biomedical Research Center to rework its visible identification. A world chief on the forefront of medical analysis discovery, Pennington Biomedical’s mission is to eradicate weight problems by 2040.
We significantly love Turner Duckworth’s strategy in creating a brand new identification that departs from the chilly, sterile norms of scientific visible identities to drive elevated consciousness to such a significant advocacy marketing campaign surrounding a worldwide epidemic.
Our purpose was to mirror the world-class caliber of each the group and the science itself,” says Andy Baron, Executive Creative Director, Turner Duckworth.
The work we see right here relies on a easy perception. The largest developments in science come not from large leaps, however from small shifts. Collectively, over time, these shifts can encourage new discoveries, modifications in perspective and in the end, new human behaviors.
Small shifts seem all through the work in locations each giant and small. The model image is the clearest illustration of this concept—by flipping a “P” the other way up, you get a lowercase “b”—a small shift of a single letterform ends in a periodic table-inspired monogram. A small shift with massive influence, that informs moments of discovery and visible wit all through the system.
Because of the complexity and seriousness of the subject, Turner Duckworth chosen clear, readable, and pretty impartial typography.
“We wished to strike a steadiness between credibility and curiosity, and to design work that’s each informative and interesting,” says Chris Partelow, Creative Director, Turner Duckworth. “While Pennington Biomedical’s work speaks for itself, our hope is that extra folks turn into conscious of it as they work together with the brand new identification.”
Look out for the brand new marketing campaign by way of Pennington Biomedical’s website and a PSA marketing campaign, ‘Obecity USA’, created by Razorfish launched nationally May 6, 2021.