Brand Identity, Research, Strategy, Copywriting
Brand Identity, Research, Strategy, Copywriting
The Centers for Disease Control and Prevention’s primary association with the Covid-19 pandemic has created a lack of trust in the institution, shifting its image from heroic to helpless. The rebrand aims to capture the public’s trust by pinpointing the very source of what it means to be human: our DNA. The double helix is simple in form but complex in function—two interwoven strands define who we are and who we will become. It is the blueprint to life and a common thread amongst all people and organisms. The CDC’s updated identity and strategy unite those threads between science and humanity.
The Monogram: The monogram represents a double helix, which is simple in form but complex in function. It contains the essential instructions for bodily processes and operations—it is the blueprint to life.
The Graphic Element: The circular motif acts as a point of focus, highlighting healthcare heroes. It explores the spectrum of healthcare from heroic to habitual. Both are equal in importance but distinct in tone.
The Color: Every person greeted by the organization is welcomed with the CDC blue. The blue shows the CDC’s dedication to healthcare and amplifies the importance of knowledge, security, and trust.
The Ethos: The CDC’s brand book focuses on the organization’s ethos. It aims to reintroduce a new brand mission and voice to the CDC family—protecting Americans through global health with science, reason, and compassion.
The Behavior: Modeled after the structure of DNA, the brand’s digital assets aim to synthesize, transcribe, and translate data into digestible pieces of information. The rebrand strives to make data human and to highlight the most crucial material.
The Voice: The CDC’s hypothetical partnership with the Amazon Dot makes the organization a member of the family—building trust with its audience. The Dottie (smart assistant) answers all health-related questions.