Agfa Radiology Solutions

Client
Agfa

Services
Branding, concept, graphic design

Agfa Radiology Solutions offers equipment for diagnostic imaging. Headquartered in Mortsel, the company is represented in 140 countries. Agfa Radiology Solutions is renowned around the globe for the quality, productivity and clinical value of its products

Agfa Radiology Solutions asked us to develop a new brand identity for worldwide implementation. Building on the traditional typeface used in the original Agfa logo, the new logo is meant to convey the status of Agfa Radiology Solutions as an independent devision.

We designed various proposals, some with a typographical angle, others with a stronger graphical emphasis. Some of those proposals involved evolutionary designs built on the Agfa rombus, an essential part of the original Agfa identity.

After a careful review of all the proposals, the client chose a typographical design with a visual twist. The ‘Y’ in ‘Radiology’ doubles as an ‘X’, an ingenious and universally understood reference to x-rays. This visual play turns the logotype into a unique design, enhanced by the strong, colourful gradient from red pigment to dark violet.

Radiologists count on Agfa Radiology Solutions for accurate imaging, first class productivity and outstanding image quality. Agfa Radiology Solutions equipment enables them to do their work in the best possible way. The new baseline, Empowering X-ray Experts, clearly reflects this.

Dark Violet and Red Pigment are Agfa Radiology Solutions’ primary colours. They are present in the logo and can be applied to various graphic elements. Four secondary colours add some sugar and spice.

For those rare cases where even more colours are needed, five additional colours can be used. Complicated graphs are a good example.

Agfa Radiology Solutions uses dedicated feature logos to highlight various technologies. We redesigned all these logos to align them with the new brand identity.

All brochures and print advertisements are designed along the same principles, making the most of the interplay between the logo, the gradient and appropriate imagery.

Templates ensure consistency, following a uniform approach that is easily recognised. They are available in ready-to-use A4 and letter formats, which can also be used as a starting point for other formats.

Agfa Radiology Solutions introduced the new brand identity to all its branches with a festive online event. We designed and produced some nice gadgets to accompany the launch.

Employees can order business cards using an online ordering module, specifying all the info that needs to be included. The cards are preprinted in offset, for the best possible printing and finishing quality, and digitally completed with the individual info.

We designed and produced a nice gift set for employees to make the launch of the new brand identity even more memorable. A branded tote bag was filled with a notepad, a pen and a chocolate bar, all adorned with the new Agfa Radiology Solutions logo.

The new brand identity is perfectly suited for powerful designs in 3D. Exhibition stands are a fine example. The interplay between the imagery, the logo, the colour gradient and the monumental ‘X’ is a surefire recipe for a strong visual impact.