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ABC social media posts in electric blue, with the headline Innovation in every product over a soft portrait
Work

The ABC brand guidelines

The rulebook for how Advanced Biomedical Concept looks and speaks. A redrawn DNA mark, a mono and sans type system, a blue and pink palette, and the templates that keep every channel on brand.

Brand identity and guidelines for Advanced Biomedical Concept, made with Gianluigi Di Giacomo. 2026.

Problem

ABC talks to surgeons, distributors and patients, across posts, print, congress stands and the website. Without shared rules, every piece gets solved from scratch and the brand drifts a little each time.

The guidelines had to be the one reference that anyone, inside the company or at a supplier, could open and apply correctly. As the manual puts it, consistency is not a design preference. It is a clinical commitment.

Craft

  1. An evolution of the DNA mark

    We kept the original DNA symbol and redrew it. Fully symmetrical and geometric, with cleaner lines that stay legible at any size. Horizontal and vertical lockups, size rules and a clear list of don'ts make it hard to get wrong.

    Guidelines page introducing the redrawn ABC logo, a geometric DNA helix next to the wordmark
    The logo, redrawn.

  2. Mono for identity, Inter for reading

    DM Mono carries the headlines and gives ABC a precise, technical voice. Inter does the work in body copy, captions and data labels. Weight sets the hierarchy, not more typefaces.

    Guidelines page for DM Mono, the primary typeface, with a large blue lowercase a
    Primary typeface.

  3. Blue for trust, pink for people

    The palette started with a look at the sector, where muted blues and clinical neutrals are everywhere. Electric Blue keeps the trust, Strategic Pink adds warmth and points straight at what ABC does, and Soft Violet bridges the two.

    Palette definition page with swatches of electric blue, deep navy, soft violet, pink and off-white
    Palette definition.

  4. Two registers of imagery

    Clinical images are sharp and technically precise. Human images are credible and dignified, never stock-generic, and sit on the brand colours or carry a brand overlay.

    Imagery study page with a soft portrait of a woman against pink
    Imagery study.

Outcome

The guidelines now set the rules for everything ABC puts out: social posts, business cards, merchandise, lanyards, roll-ups and the website I build. A resources chapter keeps approved stock, templates and an AI prompting library in one place, so people work from current files instead of rebuilding them.