HemoCue, a global healthcare company that's part of Danaher Corporation, has launched a new visual identity to mark its evolution from a product-focused company to a solutions-driven global healthcare partner.
Developed in partnership with Designit, a Wipro global experience innovation company, the rebranding aims to build awareness, drive broader audience reach, and grow HemoCue’s new brand platform.
With the refreshed identity, HemoCue positions itself as “The Caring Expert" — more than just a supplier of medical blood testing and diagnostic devices.
It positions itself as a global healthcare solutions provider supporting customers and partners by leveraging its expertise in frontline point-of-care testing worldwide.
The new brand positioning is also supported by an updated brand purpose, "Advancing care through every test, across all locations."
Designit Creative Director Mikkel Lemvig shared exclusively with DesignRush some details on the new HemoCue brand identity, explaining how it reflects simplicity and clarity:
“We took inspiration from the functional simplicity and confidence-inspiring clarity of Hemocue devices to craft a foundational identity that helps Hemocue cut through the complexity often found in health care.
We then elevated the brand expression with a fifth element referencing the logo and the interplay between expertise and care. Hemocue is known globally for its ‘little red boxes’, so we maintained brand recognition through the color red while adding a multi-functional secondary palette.”
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The Designit team created a new brand logo to showcase the evolved positioning.
Then, it introduced a versatile color palette that retains the iconic red, which is essential to HemoCue's identity.
HemoCue Global Marketing Lead Monika Gram Ritte praised the Designit team for their work in a press release:
“They created an exciting new brand platform that will help us showcase that to the world, demonstrating not just how valuable our devices are, but also that we’re a leader in point-of-care testing and fully committed to supporting and enhancing global health."
A New Brand Identity to Help Scale the Brand
HemoCue’s rebranding aims to amplify the company’s ambition of improving global health through continuous advances in healthcare and testing which include data points from hundreds of thousands of test results.
Supported by its dedicated team, the brand is committed to frontline care in all types of medical areas, reinforcing its well-respected status among healthcare professionals around the world.
To help expand HemoCue’s reach and prepare it for its next phase of growth, Designit agency delivered a refreshed identity that honors HemoCue’s legacy and supports its ambition of advancing global health.
On October 15, HemoCue showcased its new brand identity at the 2024 European Emergency Medicine Congress (EUSEM) in Copenhagen, Denmark.
Industries continue to evolve with time, and it's essential for businesses — no matter how established they are — to check if they need a brand refresh.
Rebranding your business enables you to differentiate yourself from the competition, realign your goals, and show loyal customers that you're still relevant, as well as widen and diversify your target market.
Previously, Powersheds unveiled its rebranding which included a sleek, user-friendly website revamp and a premium-sized brand image using aspirational lifestyle imagery.
Meanwhile, Designit Head of Design & Creative Christine Pizzo guested on a DesignRush Podcast last year to discuss how people identify with brands that fulfill their promises.
