Positive
The brief
A pharma company with no logo and no guide for its advertising.
Client
A pharmaceutical representation company in Caracas. It has imported and distributed Central Nervous System medicines since 2007.
Problem
They needed a logo. They had no guide for their advertising either.
What I did
The brand identity. The social media templates. The sales landing page.
Result
Today they use the brand across all their social channels.
01 — Concept
Science that delivers.
The symbol crosses two signs the public already reads without explanation: the medical cross, which speaks of health and clinical trust; and the DNA helix, which speaks of formula, research, lab origin. The helix doesn’t sit on top of the cross: it runs through it and cuts into it. That crossing in negative space means neither element works without the other.
02 — The symbol
The brand in a single shape.
The symbol is the smallest unit of the system. It works alone, without the logotype. It survives reduction: on a social media avatar, a die cut, a packaging seal. Always in a single flat color.
Deep
Negative
03 — Construction
Geometry of the symbol.
The symbol is built on an eight-module grid with concentric circles and 45° diagonals. The logotype inherits that same measure: the arm of the cross defines the space around it and the gap to the wordmark.
04 — Logotype
Three letters that sign off.
05 — Palette
Color palette
Primary color
APF Blue
#319BE6
Deep blue
#0E4C7B
Cream
#FAF9F4
Light gray
#E5E5E5
Black
#000000
06 — Typography
Aa
Poppins
Headlines · Product
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ
abcdefghijklmnñopqrstuvwxyz 1234567890
A formula you can understand.
Aa
Lato
Body · Paragraphs
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ
abcdefghijklmnñopqrstuvwxyz 1234567890
Science that delivers on time.
07 — Applications
contacto@apf.com · +58 212 000 0000
Caracas, Venezuela
Caracas, Venezuela
Distribution · Formulas · Venezuela
Iconography
08 — Social media
The brand on social.
A template system for the feed: a headline, an image, the signature at bottom right. Product, clinical evidence and corporate posts share the same structure.
Thank you
Design by dequisna · dequisna.uno