Hologic Identity System:
In establishing Hologic’s new branding we looked for a underlying common theme or thread that is the same in all groups regardless of their specific and unique technology offerings. That consistent message was “Superior Imaging Technology”, now represented by the words “Clarity of Vision.”

Initially five adult faces with quiet, confident and enduring looks were selected. Two women were applied for the groups with a concentration in women’s medicine. A visual metaphor of breaking the image into square pixels transitioning to the focused center of the eye for each individual was used.

The use of the human face and eyes is powerful and compelling. The use of square pixels emphasize the technological and digital aspect of Hologic’s technology. Specific logos, divisional color palettes, collateral, trade show graphics, direct mail and ad campaigns were eventually developed. The branding we established continues to evolve and refined to allow for new business opportunities and product offerings.

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