PGM 2017

PGM, one of the most important pathology and molecular genetics clinics in the country, located in Monterrey, Mexico, offers a complete range of studies in infectology, hematology, immunology, genetics, oncology and chronic-degenerative diseases. Led and managed by certified physicians and health professionals, this medical laboratory provides services to different hospitals in the city, and several states in the country.

YEAR 2017
  1. TEAM DEPARTMENT Branding
  2. CREDITS
    • CREATIVE DIRECTION AND ART Julián Iñiguez
    • DESIGN Julián Iñiguez
    • COPYWRITER AND CONTENT Adrián Moreno
Proceso / Prop. creativa

It began to build identity with two territories of expression; the first integrates the formal part of the brand with a sober logo composed of a baseline (Clinical Pathology and Molecular Genetics) and the acronym that is constructed with the initials of the latter (PGM). With a sans-serif typeface that details the characteristics of the services offered.

Based on the chromosomes found inside the cell and containing the genetic information, the second expression territory is an icon that shows the main concept and is formed by a pair of vertically connected chromosomes that together recreate the two DNA helices.

The chromatic range selected is very neutral to give prominence to all the elements, thus becoming a functional identity with the confidence of the most traditional customers and opening the generation gap to the new younger.

The objective of the project was to create a friendlier universe summarizing the excesses of information and creating a clear reading about the specialized examination services that the lab offers.

The main elements of the brand appear only to sign message or information from the laboratory.