The objective in updating the identity for AMRI was to recognize a series of developments that had taken place in the organization, to emphasize the continuity of the company’s services and recognize the strong bonds that hold the AMRI network together.
AMRI is a supplier of discovery, development and manufacturing services to the global pharmaceutical and biotechnology markets. Leading up to 2016, it had made a number of acquisitions and also launched its Integrated Drug Discovery Center — a world-class centralized hub offering newly expanded services, leading-edge technology platforms and scientific expertise.
Logos carry such equity that they should not be changed often, but periodic updates are necessary to stay current as a company evolves.
AMRI’s new identity moved to lowercase, modernized typography — and away from also spelling out Albany Molecular Research, Inc., from which the name is derived. As the business is known this way, it makes sense to evolve the brand accordingly. Green was added to the familiar blue to refresh the color palette.
However, a brand identity is not solely about typography and color palettes. The AMRI emblem depicts a graphic of a molecule — a group of atoms held together by chemical bonds. This emblem’s modernized look and feel represents the fluid nature of AMRI’s end-to-end services business. In its newly updated form, the logo reflects the previous molecular symbol for more continuity, but the shape was modernized and liberated from the constraining circle of the graphic rendering that preceded it.
With AMRI celebrating its 25-year anniversary, an associated type element was also added that will subsequently drop away.
Mr. Walker is the founder and managing director of That’s Nice LLC, a research-driven marketing agency with 20 years dedicated to life sciences. Nigel harnesses the strategic capabilities of Nice Insight, the research arm of That’s Nice, to help companies communicate science-based visions to grow their businesses. Mr. Walker earned a bachelor’s degree in graphic design with honors from London College of Communication, University of the Arts London, England.