TFS Business Resource Groups

Marks with meaning

Thermo Fisher Scientific was looking to update the visual identity of their Business Resource Groups (BRGs). Our team was tasked to create new marks that included meaningful representation and an overarching system to bring them together.

Problem / solved

1. Survey says: listen to feedback from the real BRG members 

• Thermo Fisher Scientific and Bonfire Effect worked together to survey BRG leaders and members. We asked about their feelings on their current marks, concerns for the redesign, and input on symbols or images we should embrace or avoid. We then went through the responses to get a sense for each group’s unique design challenge. 
• Representing and designing for groups who I don't identify with, required commitment to properly interpreting the survey responses as well as online research. For each mark, we needed to find design ideas that were inclusive and uncontroversial, but also not vague. 

2. Deciding what stays the same, and what changes

• Because each of the marks varies in content, we needed consistent design elements to tie all the marks together. 
• We used a rounded hexagon as the containing shape for all the emblems. Not only is the shape meaningful in science, but it works as a versatile container that allows for plenty of variability in each emblem.

3. The wires that hold the system together

• To make the overarching visual system, we created a hexagon-based wireframe that wraps around outlined versions of the BRG marks. The resulting visual is a structure reminiscent of a structural formula.