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Abbott Laboratories Identity Redesign
My aim was to redesign a Fortune 500 company’s identity. I chose Abbott Laboratories since I had not designed for a manufacturing company yet.
In researching Abbott, I found a disconnect between their existing logo and their mission. Many medical or largely diversified companies often stress technology in a way that can feel a little distant; I think a sense of remoteness was reflected in the company’s existing logo. In reality, Abbott also emphasizes personal stories, innovation, and leadership. My logo design incorporated movement, warmth, and innovation in its abstracted cell shape, organic lines, and red tones.
