Laborie is a world-class specialist medical company based in the USA. It delivers high quality diagnostic and therapeutic products that preserve and restore human dignity, by helping people with pelvic and gastrointestinal conditions live normal lives, and by helping mothers and babies have safe deliveries. Its tagline is For dignity. For life.

The new brand identity reflects a positive, dignified human experience for Laborie’s employees, business partners, customers and patients. It conveys gravitas and scientific rigour, yet feels human and understated. It’s science and technology with heart.

The Laborie logo contains a pair of frames derived from the letter L, symbolising the preservation of dignity and care. The frame device further extends into the graphic language, and is used in conjunction with photography, or as emblems and patterns.

Each of the three business segments is represented by a simple graphic symbol and its own unique colour. These symbols are combined with type to form business segment marks that identify the relevant segments in Laborie’s communication.

The colour palette and typography strike a balance between the scientific and the human. Eschewing the cold and clinical persona normally associated with medical brands, they convey gravitas and professionalism, while also projecting warmth and care.

Elements of the brand identity are captured in detail in a set of comprehensive guidelines.