When you’re the manufacturer of the world’s only torsional ultrasonic scalpel for use in keyhole surgery (it cuts by transferring high intensity ultrasonic vibration into the body’s soft tissue and speeds coagulation of the blood in case you were curious) you’d think the product would more or less sell itself. And who needs a brand and identity for a product you don’t even have to market?
Well in this modern age of competitive, commercial healthcare there’s room to brand everything. And where graphic design is concerned that’s probably not such a bad thing, particularly if the quality of work maintains a standard as high as Mytton Williams’ recent work for Lotus. Everything has been taken care of in a clear, coherent fashion, from the logotype that sits on the product itself, to complex usage guidelines for surgeons and a simple but distinct pattern of parallel lines throughout all collateral. Although this kind of clinical design can sometimes feel a little intimidating it fits perfectly when applied to a piece of medical equipment. After all, this kind of material needs to be taken very seriously indeed.
- Laurina Paperina's dark, weird but charming work
- Studio Frith creates Patti Smith-inspired identity for the inaugural Art Night festival
- Cindy Yang’s poignant animation questions the routine and mundanity of life
- “Run towards the noise” – MINI contemplates the future of mobility and personalisation in London
- Photographer Benedetta Ristori documents cultural juxtapositions on the Balkan peninsula
- June Korea’s photographic fantasy: one man’s relationship with his sex doll
- Don't Hug Me I'm Scared - an exclusive interview with Duck, Red Guy and Yellow Guy
- World’s “ugliest” Pantone colour 448C is being used to deter smokers
- North evolves Tate identity to be more adaptable
- Babak Ganjei paints 90s sitcom sitting rooms. But which one's which?
- More bonkers and surreal selfies from Izumi Miyazaki
- Reactions to the referendum and our weekly Best of the Web