{"id":79821,"date":"2024-05-17T12:15:45","date_gmt":"2024-05-17T12:15:45","guid":{"rendered":"https:\/\/www.embl.org\/about\/info\/communications\/?p=79821"},"modified":"2025-02-11T11:27:25","modified_gmt":"2025-02-11T11:27:25","slug":"the-power-of-the-one-embl-unified-brand","status":"publish","type":"post","link":"https:\/\/www.embl.org\/about\/info\/communications\/blog\/2024\/05\/the-power-of-the-one-embl-unified-brand\/","title":{"rendered":"The power of the \u2018one EMBL\u2019 unified brand"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">What is the purpose of EMBL&#8217;s corporate design, our brand strategy, and the principles that make EMBL a design leader?<\/h2>\n\n\n\n<figure class=\"vf-figure wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"614\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2024\/05\/20240513_BlogPost_OneEMBL_brand-1024x614.jpg\" alt=\"Multi-channel examples for 'one EMBL' brand.\" class=\"wp-image-79817\" srcset=\"https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2024\/05\/20240513_BlogPost_OneEMBL_brand-1024x614.jpg 1024w, https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2024\/05\/20240513_BlogPost_OneEMBL_brand-300x180.jpg 300w, https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2024\/05\/20240513_BlogPost_OneEMBL_brand-768x461.jpg 768w, https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2024\/05\/20240513_BlogPost_OneEMBL_brand-1536x922.jpg 1536w, https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2024\/05\/20240513_BlogPost_OneEMBL_brand-2048x1229.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"vf-figure__caption\">The \u2018One EMBL\u2019 brand ensures visual consistency for multi-channel and targeted communication. <br>Credits: Creative Team\/EMBL<\/figcaption><\/figure>\n\n\n\n<p>In the contemporary world, digital landscapes dominate and visual identity plays a pivotal role in an organisation\u2019s identity. A comprehensive and cohesive corporate design is crucial to strengthening connections with global audiences, fostering unity, and enhancing visibility across all communication channels.<\/p>\n\n\n\n<p>Corporate design goes beyond aesthetics. It involves the strategic use of logos, colours, typography, and other design elements to <a href=\"https:\/\/www.youtube.com\/watch?v=7PHUjVBxAsY\">create a unique and recognisable presence<\/a> for an organisation. This visual identity acts as the interface that facilitates audiences\u2019 point of contact with an organisation, shaping their perceptions and interactions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Purpose of EMBL\u2019s corporate design<\/strong><\/h3>\n\n\n\n<p>The EMBL corporate design aims to achieve several key objectives:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Facilitate identification:<\/strong>&nbsp;Make EMBL instantly recognisable to a diverse global audience.<\/li>\n\n\n\n<li><strong>Differentiate from others<\/strong>: Visually distinguish EMBL from other institutions in the field of life sciences and specifically molecular biology.<\/li>\n\n\n\n<li><strong>Create a coherent design system<\/strong>: Ensure consistency across all platforms, whether digital or print, to strengthen the brand\u2019s message and streamline internal workflows.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The \u2018One EMBL\u2019 brand strategy<\/strong><\/h3>\n\n\n\n<p>With the introduction of the \u2018One EMBL\u2019 brand in 2019, the organisation set a clear directive: to ensure EMBL\u2019s six sites across Europe are recognised as a unified entity. This strategic direction was given by EMBL\u2019s leadership, recognising the need for a strong, overarching \u2018One EMBL\u2019&nbsp; brand to present our diverse activities. Under this framework, all communications should be branded as \u2018EMBL first\u2019 and, if necessary, sub-entities such as sites or projects can be expressed after the parent brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Key Design Principles<\/strong><\/h3>\n\n\n\n<p>The creation of the \u2018One EMBL\u2019 brand was guided by several fundamental principles:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sustainability:<\/strong> creating efficient, reusable, and scalable systems for long-term impact. This ensures broad reach and environmentally responsible practices, enhancing the brand\u2019s impact.<\/li>\n\n\n\n<li><strong>Simplicity:<\/strong> helping make user interactions straightforward despite the underlying complexity of EMBL\u2019s activities and audience.<\/li>\n\n\n\n<li><strong>Unity:<\/strong> integrating activities and collaboration across the institute, ensuring that physical, digital, and environmental designs are synchronised and coherent<\/li>\n\n\n\n<li><strong>Consistency across channels:<\/strong> ensuring holistic communication and helping embed the design nomenclature within the EMBL community, fostering a common language and understanding.<\/li>\n<\/ul>\n\n\n\n<p>These principles are designed to guide EMBL\u2019s design strategy, ensuring it remains innovative, functional, and inclusive.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>EMBL\u2019s corporate design framework<\/strong><\/h3>\n\n\n\n<p>To embody these principles, EMBL developed a&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=ti1O_fwx_6U\">corporate design framework<\/a>&nbsp;that includes:<\/p>\n\n\n\n<div class=\"vf-grid | vf-grid__col-2\"><div><!--[vf\/content]-->\n<div class=\"vf-content\">\n\n<h4 class=\"wp-block-heading\">Logo<\/h4>\n\n\n\n<p>The EMBL logo is protected under the Paris Convention, which protects names and logos of intergovernmental organisations.&nbsp;<\/p>\n\n\n\n<figure class=\"vf-figure wp-block-image size-full is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/internal-information\/wp-content\/uploads\/2023\/09\/EMBL_logo_colour_RGB-m.jpg\" alt=\"\" class=\"wp-image-266377\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\"><\/h5>\n\n<\/div>\n<\/div>\n\n\n<div><!--[vf\/content]-->\n<div class=\"vf-content\">\n\n<h4 class=\"wp-block-heading\">Typeface<\/h4>\n\n\n\n<p>Our standard typeface is open source, eliminating licensing issues and optimising for screens. It features excellent legibility, supports multiple languages, and offers a wide variety of symbols, catering to diverse design needs and ensuring consistency across all communications.<\/p>\n\n\n\n<figure class=\"vf-figure wp-block-image size-full is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/internal-information\/wp-content\/uploads\/2024\/05\/IBM-Plex-Sans.png\" alt=\"\" class=\"wp-image-378189\"\/><\/figure>\n\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"vf-grid | vf-grid__col-2\"><div><!--[vf\/content]-->\n<div class=\"vf-content\">\n\n<h4 class=\"wp-block-heading\">Colours<\/h4>\n\n\n\n<p>These were decided based on the colour balance of research institutions working in similar fields. EMBL is now the only institute in this research field with vibrant shades of green as our primary colour.<\/p>\n\n\n\n<h5 class=\"wp-block-heading has-link-color wp-elements-75ec7f57d11e91eaf9e81d14f7aa4721 vf-u-text-color--grey\">Previous<\/h5>\n\n\n\n<figure class=\"vf-figure wp-block-image size-full is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/internal-information\/wp-content\/uploads\/2024\/05\/formerColours.png\" alt=\"\" class=\"wp-image-378113\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading has-link-color wp-elements-96c6aa40803761781b7a57d9394de80a vf-u-text-color--grey\">Current<\/h5>\n\n\n\n<figure class=\"vf-figure wp-block-image size-full is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/internal-information\/wp-content\/uploads\/2024\/05\/CurrentColours.png\" alt=\"\" class=\"wp-image-378121\"\/><\/figure>\n\n<\/div>\n<\/div>\n\n\n<div><!--[vf\/content]-->\n<div class=\"vf-content\">\n\n<h4 class=\"wp-block-heading\"><strong>Design System<\/strong><\/h4>\n\n\n\n<p>The &#8217;roundel&#8217; is specifically derived from the hollow monochrome circle replacing the red solid circle in the coloured version of the image mark. The organic shapes are designed to reflect organic life and structures in an abstract form.<\/p>\n\n\n\n<h5 class=\"wp-block-heading has-link-color wp-elements-d14576041181f1663e73a7f54dc3fc41 vf-u-text-color--grey\"><strong>Roundel<\/strong> <strong>and Organic Shape<\/strong><\/h5>\n\n\n\n<figure class=\"vf-figure wp-block-image size-full is-resized is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/internal-information\/wp-content\/uploads\/2024\/05\/roundel.png\" alt=\"\" class=\"wp-image-378251\" style=\"width:309px;height:auto\"\/><\/figure>\n\n\n\n<figure class=\"vf-figure wp-block-image size-full\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/internal-information\/wp-content\/uploads\/2024\/05\/20221110_Intranet-thumbnail_1000x600.jpg\" alt=\"\" class=\"wp-image-378247\"\/><\/figure>\n\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p>The applied visual strategy is the \u2018atomic design approach\u2019: all visual elements are based on the smallest graphical denominator, which is the EMBL logo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Implementation and impact<\/strong><\/h3>\n\n\n\n<p>The implementation of this <a href=\"https:\/\/www.embl.org\/guidelines\/design\/\">new design system<\/a>, which began in 2019, marked a significant shift in how EMBL communicates with its various stakeholders \u2013 from researchers and collaborators to the general public. A strong visual identity will raise EMBL\u2019s profile to support achievement across EMBL\u2019s missions and the delivery of the EMBL Programme.<\/p>\n\n\n\n<p>The &#8216;One EMBL&#8217; design framework also simplifies internal design processes. The provision of bespoke EMBL templates and assets along with the brand framework<br>enables staff to create outstanding visual materials &nbsp;\u2013 from scientific posters to social media posts \u2013 that support the recognition of the EMBL brand.<\/p>\n\n\n\n<p>The EMBL Creative Team, part of the Communications team, efficiently manages up to 150 requests per month and supports staff training, ensuring consistent communication and empowering employees to produce impactful, accessible, and excellent visual output.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h4>\n\n\n\n<p>EMBL\u2019s adoption of a unified brand under the &#8216;One EMBL&#8217; initiative is a fundamental realignment of how we visually present EMBL to the world through a thoughtful and inclusive approach to corporate design.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the purpose of EMBL&#8217;s corporate design, our brand strategy, and the principles that make EMBL a design leader? In the contemporary world, digital landscapes dominate and visual identity plays a pivotal role in an organisation\u2019s identity. A comprehensive and cohesive corporate design&hellip;<\/p>\n","protected":false},"author":23,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"embl_taxonomy":[],"class_list":["post-79821","post","type-post","status-publish","format-standard","hentry","category-general"],"acf":[],"embl_taxonomy_terms":[],"featured_image_src":"https:\/\/www.embl.org\/about\/info\/communications\/wp-includes\/images\/media\/default.svg","_links":{"self":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts\/79821","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/comments?post=79821"}],"version-history":[{"count":6,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts\/79821\/revisions"}],"predecessor-version":[{"id":104787,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts\/79821\/revisions\/104787"}],"wp:attachment":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/media?parent=79821"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/categories?post=79821"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/tags?post=79821"},{"taxonomy":"embl_taxonomy","embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/embl_taxonomy?post=79821"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}