Title	SARTORIUS BRAND RELAUNCH
Brand	SARTORIUS
Product/Service	BIOPHARMACEUTICAL INDUSTRY
Category	A02. Rebrand / Refresh of an existing Brand
Entrant	LOVED Hamburg, GERMANY
Idea Creation	LOVED Hamburg, GERMANY
Production	LOVED Hamburg, GERMANY
Post Production	LOVED Hamburg, GERMANY

Name	Company	Position
Mieke Haase	loved GmbH	Chief Creative Officer
Michael Jacobs	loved GmbH	Managing Partner
Maik Beimdieck	loved GmbH	Executive Creative Director
Felix Hackmann	loved GmbH	Designer
Lukas Weber	loved GmbH	Creative Copy
Valentina von Cramm	loved GmbH	Account Director
Lilli Oldag	loved GmbH	Account Manager

Background

Today, Sartorius is one of the biggest suppliers in the biopharma and life sciences industry. Over the past decades, they evolved from a specialized product supplier to a process-driven international partner in the biopharmaceutical industry – with the ultimate mission of enabling new and affordable medications. To account for this evolution, Sartorius recently repositioned itself and asked us to create a visual identity that reflects this new image. The new corporate design was supposed to rejuvenate and emotionalize the brand and to visually express the simplifying and progressive spirit of Sartorius. The goal was to differentiate the brand from its competitors and to strengthen its reputation among existing clients as well as to build a strong foundation for expansions into new markets.

Describe the creative idea (40% of vote)

The newly defined brand promise of Sartorius is “Simplifying Progress”. We decided that the new visual identity should not just “reflect” this. Instead, every element was to be strictly derived from this very guiding principle – to live the promise and to make it felt by every stakeholder. Starting with the logo, every CI facet was designed with the ambition of being as simple and reduced as possible while remaining clear, easily adaptable and understandable. Consequently, Sartorius is now able to communicate its promise and values coherently and stylishly across every imaginable touchpoint – simple enough for everyone to intuitively use it and visually strikingly enough for everyone to immediately recognize the Sartorius brand.

Describe the execution (40% of vote)

Simplicity and a strong focus on the essentials are the central ideas of our creative execution: The logo omits all unnecessary lines including any icon or picture, while making a bold statement. Our color palette is based upon three basic colors, all one hundred percent pure, rich in contrast and thus immediately recognizable. The layout setup is constructed of proportional rectangles and is easily adapted to any format and across media. Icons, font, packaging, photo look and tonality all follow the same premise of reduction, boldness and sophistication.

List the results (20% of vote)

The relaunched Sartorius brand identity created large excitement – both at Sartorius and with its clients. It was universally recognized as a strong representation of the brand, of its new positioning in the market and its ambitions for the future. Employees quickly embraced the flexibility and simplicity of the design and are currently adopting it to all touchpoints all over the world. Despite having been launched relatively recently, its unique design has allowed Sartorius to clearly set itself apart from the competition and convinced its existing clients and stakeholders. At the moment, it already is actively being rolled out and implemented to companies newly acquired after the relaunch – and more are likely to follow with the continued growth of Sartorius.