Transfer of brand experiences into future design principles

‍

A clear mission statement as the core of the process

Through a comprehensive analysis phase, we were able to capture the decisive influencing factors for the future operating logic and visual perception and summarize them in a working title. Sartorius' brand promise, "Simplifying Progress," forms the basis for the brand identity. The color yellow plays a particularly important role in this, strengthening the brand's recognizability and enabling improved user guidance with the products. Based on this insight, we defined the working title "Find a new purpose for Yellow," which formed the basis of our strategic approach. The product design, like the logo, was sharpened through simplification and clear subdivision. The Sartorius brand should be recognizable from a distance on the equipment, while the user-friendliness and operating logic of the equipment should be simple and easy to understand. Our goal was to implement a long-distance and close-up effect of the devices that follow the same design principle. We also focused on a simple implementation, so that products acquired in the future, which come with their own design, can also be transferred to the Sartorius product language with a minimum of intrusion. The transition between the old and new design language should be fluid, as well as providing an economical solution that is easy to implement. True to the brand promise of "Simplifying Progress."

‍

‍

The color yellow as a multi-level experience

For the development of the new design principles, selected focus products of the different product areas were defined and served as a basis for decision-making in the development of the new design principles. It was crucial to develop formal and design rules that can be applied across the different product areas and product families.

‍

Long-distance effect

In terms of the long-distance effect and the perceived totality of the product, it was important that the products be clearly recognizable as Sartorius. Our working title "Find a new purpose for Yellow" played an important role here. By implementing a design signature that carries the Sartorius logo and product name in an unmistakable yellow tile, the Sartorius brand is perceived even from a distance. This tile can be resized, but retains its uniformity as a design element. The contrast between the yellow with the black Sartorius logo and the reduced, uncluttered housing design further enhances this effect.

By modernizing and simplifying the design language, the display, which previously served as a distinguishing feature due to its lens shape, was also replaced by the new Sartorius signature. The new rectangular display shape supports the overall modern appearance of the products and facilitates future implementations.

‍

‍

Close-up

For the close-up effect, the rules were strongly influenced by the guiding principle "Simplifying Progress," with a focus on user guidance and operating logic. Interactions and their operation are clearly emphasized through the targeted use of black and yellow as well as clear typography. All interaction areas and components that are to be operated by the user are kept in black and thus stand out from the light-colored housing. Yellow is given an overriding role and prioritizes important functions and operating elements.

The improved visibility of yellow increases safety for users during complex interactions and effectively supports user guidance during essential work steps. These design elements facilitate the intuitive usability of the products and promote an effective workflow.