Brief

Regulatory and legislative developments combined with the evolving sociopolitical landscape and the rapid progress of technology presented the European Medicines Agency with significant challenges. The Agency needed to provide clarity on its vision and mission: its role in public health had never been under greater scrutiny; new levels of accountability demanded evidence of the value and transparency of the Agency’s work; and, external pressures continually challenged its scientific credibility and reputation. With these significant challenges in mind, Bang set about updating the corporate identity of the Agency. Having lived without a formal corporate identity system since its inception 13 years ago, the Agency was keen to ensure that the right solution was developed into extensive guidelines covering the full spectrum of communication channels.

The outcome

The results from the research phase were presented to the management board whose ultimate decision was to either take EMA forward with a new identity or continue with their existing identity, refreshing just the literature. They concluded that the EMA would embrace the new identity.

Bang subsequently developed a new visual framework to reflect their values and give answers to the challenges put to the agency, expressed in detailed brand guidelines. Most recently Bang created a variant of the logo to suit its position at the top of their multi-storey skyscraper in London.