OBJECTIVE
Reaffirming Aerosol Magee Scientific’s status as the leader in their niche scientific category
To manage the problem of climate change and the adverse health effects of carbonaceous aerosols, you must first be able to measure it. In 1978 at Berkeley Tony Hansen made a major scientific breakthrough and invented the Aethalometer — an instrument used on all continents of the world for real-time measurement of black carbon aerosol particles.
The brand of Magee Scientific instruments has been produced by Aerosol since 2007 and in the last ten years, exported 99.975 percent of all devices on the market for measuring black carbon. With their unification, our task was clear — rebrand two champions under one name, one powerful symbol, and one user-friendly brand, without losing any part of their hard-earned market status.
We encoded the following brand values into their every touchpoint:
The superior quality of our scientific instruments should translate to every piece of our content and visual communication
The symbol of the brand is derived from the flagship product itself. The strip inside the Aethalometer collects carbon particles and this same mechanism is evident from the symbol. The resulting form is simple and features a hidden association of an eye that can observe and judge its environment, in the same manner as the instruments do.
As clear market leaders, our symbol should distinguish our brand as clear and distinct owners of our category. The symbol should be robust, timeless, and awe-inspiring at the same time.
Our communication is derived from small pieces of content and visual elements that enable robust formation of a wide range of communication materials.
The new brand for Aerosol Magee Scientific has to cover a lot of ground. From stationery and communication materials, technical documentation, scientific research papers to trade fairs, outside signage, and web presence … To ensure a robust and easy-to-use visual identity the visual elements and their relationships are clearly defined and encoded into every single brand touchpoint.
The new brand combines the scientific, the product, and the human aspects of the company into a single look and feel. Scientific diligence is reflected in typography choices and layouts which convey a sense of precision, accuracy, and sophistication. The brand’s compelling visual and verbal content highlights the advanced capabilities of carbon measurement devices, while the human aspect of the brand is manifested in its tone of voice that evokes a sense of approachability, ease of use, and care for the environment.
Combine the basic elements of our identity with photography by showcasing a stark contrast between pristine environments and the results of their pollution to highlight our commitment to environmental sustainability.
Depict our measuring devices from the front, without using excessive perspective, backgrounds, or other distracting elements.
The reading experience, the composition, the visual elements and thus the overall visual perception of the brand must be the same regardless of format or medium.
Biodegradable, compostable, and recyclable materials help reduce our carbon footprint and promote a sustainable future in a potentially forward-thinking industry.
Develop products that are robust, reliable, and provideb superior measurement without sacrificing build quality.
Aerosol Magee Scientific produces a wide range of carbon-measuring devices that vastly differ in functionalities, dimensions, and use cases. The new visual identity is applied consistently across products by using a responsive layout system that can adapt to any physical size, from small hand-held monitors to larger measuring stations.
An evolution not revolution approach has been implemented in updating the product portfolio. As devices are being updated or newly released, the new visual identity is ready to be implemented gradually across the whole product range. The digital user interfaces of devices and their user experience are the next in line to be redefined according to the values of the new brand.
The website is often the first point of contact between the brand and its customers. To create a seamless user experience that matches the expectations set by the company’s reputation an extensive library of user interface elements has been developed. This provides Aerosol Magee Scientific with the tools to constantly update their web presence while remaining visually and verbally consistent and in line with their brand values.
Provide your end-consumers with accessible, easy-to-digest information. Describe in detail and provide technical data only when needed.
Our web presence should convey the same superior quality as our measurements and is achieved through consistent use of typography, colors, and interaction elements.
“We are grateful to Business Genome for their exceptional branding and design work which has helped us transform our brand identity and magnificently align it with our core values and vision.”
Mateja Forštnarič
CEO
Aerosol Magee Scientific
