While working at Blue Cross Blue Shield, I created, designed & executed the logo and branding identity for the in-house Design User Experience Team (DUET).
The DUET team is the new design arm within BCBS, and leads all product and digital design within the organization. DUET’s work has helped shape the company’s thinking about digital architecture in the healthcare space, and encouraged design experimentation within product, while remaining focused on user experience.
DUET’s visual identity is designed to be highly scalable, evolving as the team grows within BCBS.
THE DESIGN
OLD LOGO
PROCESS
Erik Nitsche’s General Dynamics posters from during the 1950s and 1960s were influential in inspiring the logo and branding system for DUET. Nitsche’s bold designs, comprised of geometric shapes, bright colors, and precise lines, paint a picture of efficiency, progress, and future-oriented innovation - key components of DUET’s mission within BCBS.
The use of structured grids and consistent color palettes in DUET’s branding allows for a distinct visual language to be created by applying modularity, insight, growth, as core design principles.
SKETCHES / BRAINSTORM
NEW LOGO
BRAND IDENTITY
