Stanford Mussallem Center for Biodesign
Translating a new brand strategy into a bolder, more inclusive identity system
Translating a new brand strategy into a bolder, more inclusive identity system
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The Stanford Mussallem Center for Biodesign is one of the world’s leading programs in health technology innovation. Following a transformational gift in 2024, the Center was renamed and needed a visual identity that reflected its next chapter while honoring the recognition it had built over more than two decades.
THE CHALLENGE The rebrand needed to accomplish more than a new name and logo. As the Center expanded its educational offerings, its identity needed to communicate innovation while feeling more welcoming to students, clinicians, engineers, entrepreneurs, and researchers with increasingly diverse backgrounds. A key constraint was preserving the Center’s iconic green circle—a symbol that had become closely associated with the organization—while giving it renewed meaning within the new identity. MY ROLE I independently designed the visual identity system, establishing the principles, components, and documentation needed for long-term implementation. My responsibilities included:
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PROJECT SUMMARY Role: Brand system designer Responsibilities: • Visual identity system • Documentation • Templates • Art direction • Implementation Focus: Reflect expansion and diversity while honoring origin |
A bolder symbol
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One of the primary constraints of the rebrand was retaining the Center’s iconic green circle, a visual element that had become strongly associated with its identity. Rather than treating it as a legacy artifact, I reimagined it as a keystone element of the new system and updated the hue for better accessibility.
The refreshed wordmark pairs tightly spaced geometric letterforms with the distinctive green "O," creating a mark that feels both bold and approachable. While the typography communicates strength and rigor, the green circle continues to symbolize inclusion, collaboration, and positive focus—bridging the Center’s established reputation with its evolving mission. |
Original logo
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The refreshed logo
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The system
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The identity draws inspiration from engineering, structured creativity, and the Center’s long-standing innovation process. Geometric forms, modular grids, and recurring graphic elements provide a clear framework that allows communications to remain cohesive without becoming rigid.
Throughout the system, the green circle present in the logo continued to reappear and serve as an organizing device that reinforces inclusion, momentum, positive focus, and impact across layouts. Supporting elements—including a library of geometric illustrations, an expanded color palette, and a friendly geometric typeface—work together to create an identity that feels both rigorous and approachable. |
Enabling creativity and cohesion
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A visual identity only succeeds if others can use it well and understand the system should flex and evolve over time. To support adoption across the organization, I developed a comprehensive implementation guide documenting the system's principles, standards, and applications. I also created templates and reusable assets that enable teams to create and experiment efficiently while maintaining a coherent brand experience.
The guidebook documents the visual identity system and provides practical guidance for applying it across a wide range of communications. It includes an overview of strategy as well as design principles, implementation standards, and examples intended to support long-term stewardship of the brand. (Brand foundations and messaging strategy were developed separately as part of the broader rebranding effort.) Click to view the guidebook. |
Visual attributes
Applications
I also assisted with the redesign of their website, from mockup development to graphics packaging.
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At the announcement of the major donor gift, Stanford University presented this animated logo reveal. I did not produce the animation, so this was a delightful surprise to see the branding system brought to life so dynamically. I was particularly pleased the team portrayed the hidden rhythm in my design of the three black dots and green circle (I designed them to suggest the syllables BI-O-DE-SIGN, but it’s not obvious when static).
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Sticky note cubes given away at the brand reveal to encourage more ideas and innovation.