Brand development

We defined the brand idea, mindset and values based on MLL’s strategy. This provided the basis for the progressive symbol we developed, which visualises the idea of reading the information contained in blood. The new logo unites the symbol and wordmark, making the company name symbolic with MLL’s work.

Company logo
and corporate design

In addition to inspiring the logo, the fundamental brand idea provided the basis for an entire visual language – transforming the MLL brand values of excellence, courage and responsibility into a forward-looking design. Icons, pictograms and infographics play a major role in the new look. They update the layout MLL uses in its many presentations and training sessions. Animation and dynamic information displays put a face on the laboratory’s wide range of services.

Company tagline
and website

»See behind. Go beyond.« The new tagline clearly expresses MLL’s mission: to do the extraordinary, push boundaries and take responsibility. This was also the starting point for the lab’s new digital identity. With all of the digitalisation, technology and science, it’s important to remember: behind every sample is a person. The website content is authentic, natural, personal and approachable. MLL’s diagnostic expertise is presented in animated illustrations, for example, which lend an emotional element without ever distracting from what really matters.

The precision involved in diagnostics is reflected throughout the website and its focus on the essentials: Scientists, doctors and affected parties can find what they need quickly and easily. The simplified, intuitive structure is underscored by the bright, high-contrast design.