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March 21, 2016

Rebranding Regenstrief Institute

March 21, 2016

Regenstrief Institute is a dynamic people-centered research organization that creates pathways for better health. Their global research has made them pioneers in biomedical informatics and health information solutions, aging research for vulnerable elders, and advancements in health care and patient experiences. While Regenstrief is headquartered here in Indianapolis, their work reaches far corners of the globe. When they approached us ready to transform their brand and website, we were pretty excited. The scope and impact of their work was a huge motivator for our team. 

Regenstrief was ready to part ways with most of their brand assets, but they didn’t need a complete wrecking ball. For their logo, everyone agreed that their visual palindrome (meaning it appears the same whether right side up or flipped upside down) was delightful. It just needed modernizing.

When we started sketching, we wanted to go as broad as we could with the palindrome, while maintaining the integrity of the concept. A constraint like this might seem limiting, but it can be just the opposite.

Collaborative sketching session with Lydia, Sara and Neil.
Collaborative sketching session with Lydia, Sara and Neil. We never have just one person generate ideas for a new logo design.

Regenstrief logo sketches
To generate as many ideas as possible, we made small sketches on 3 x 2 ½ inch mini index cards.

In the end, we streamlined the circle, narrowed the path of the palindrome and chose a bright, lively blue. For the typeface, we chose Averta, a geometric sans serif, to support the clean, modern style of the new mark.

Regenstrief logo before and after

It’s not everyday you get to rebrand a storied institution while they build a new headquarters. Walking through their new space and seeing the design work all come together as an immersive brand experience was a real treat for our team. Quite literally a treat – there was even cake with the new logo on it!

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