Robust modular icon based infographic system for global brand communication

The Client


construction of an Icon-system for Lonza








The Challenge

Empower Lonza employees to communicate abstract scientific life science topics with easy-to-understand visual rule-based system, without violating the branding guidelines.

The Outcome

A geometric system based on the Lonza logo, which has rules for every angle, corner, line and point. The icon principle is based on the definition of representational grammars for terms with abstract, concrete and microscopic content.

The Impact

The expansion of the Branding System is the last step in the corporate transformation towards a fact-based and scientific communication, which we have accompanied and expanded over the years. The self-identification of all employees with the system created and the simple branding guidelines contribute significantly to a new transparency and internal willingness to communicate.