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THE COMPANY Axellia Pharmaceuticals came about when the division operating with active pharmaceutical ingredients was sold off by the parent company Alpharma AL. Management wanted to give the new company, which operates in the B2B market, a strong fresh start.
Axellia's stringent quality profile and focus on research and development have been expressed in the form of a floating organic 3D symbol as part of a strong visual identity. This profile is innovative, exciting and pure, with a superb, precise use of typography. On the Internet the symbol's potential is taken further through the use of a successful animation. There is a great deal of mystery surrounding the image, the use of colour and additional elements.
The profile also conveys effectively values other than purely technical ones. The design is elegant and neat, providing good interaction between concept, name and design development. The associations made relate to purity and freshness, which is completely right for a company from the pharmaceutical industry. The design agency has been involved in the entire process, which seems to have been a very positive influence. A daring choice in a conservative industry, but very clear in all its simplicity.
Company: Axellia Pharmaceuticals
Project group company: Prosjektleder, Kristin Lund Myrdal, Axellia - Prosjekteier, Carl-Aake Carlsson, Axellia
Project group design company: ådgiver og prosjektleder, Tove Cathrine Spetalen, Frank - Kreativ Leder, Lee Cartmell, Frank - Senior Designer, Kjetil Devig, Frank.
Award / year: Award for Design Excellence - 2009
Category: Visual communication