Actelion is a fast growing biopharmaceutical company focused on the discovery, development and commercialization of small-molecule drugs as innovative treatments to serve high unmet medical needs. Founded in 1997, its shares have been listed on the SIX Swiss Exchange (ticker symbol ALTN) since 2000. Actelion has operative affiliates in more than 25 countries and is preparing for its next growth cycle.
The brief read "create a new identity for our gentech brand Actelion; make it something the world of pharma has not seen, before but don't touch the logo." Challenging this brief, Interbrand took stock and found generic imagery full of scientists at work without any differentiation from competitors. The ‘swoosh’ – a bowed graphic element used in addition to the logo – was not only used by Actelion but by many other brands in the pharmaceutical industry.
Based on the idea "From medical industry to medical magic" Interbrand developed a new visual identity that uncovers the invisible magic moment of medicine. The new imagery is grounded on the smallest possible units – the digital molecules capturing the moment when an idea is transformed into a solution and molecules become medicine. Innovative design for a company that sustains the world with innovations: www.actelion.com.
To bring this unique idea to life Interbrand developed, in collaboration with the studio onformative, the "Actelion Imagery Wizard" – an innovative software tool for image processing. The digital tool is key to allowing Actelion generate scientifically precise and at the same time striking beautiful imagery. The software has been developed exclusively for Actelion and is a first-to-market product.
The new Actelion visual identity is featured in the 2010 annual report, the redesigned website, event collateral, opening of new business center, and various internal media.