The new logo uses a minimalist wordmark format to convey professionalism and modernity. Clean angular cuts present professionalism and technical sophistication, while retaining curved structures to express the organization's flexibility and agility. The letter "A" incorporates a droplet-shaped negative space, symbolizing Amaran's core business of "pharmaceutical filling" while echoing the water droplet as the origin of life—bringing it back to the essence of healthcare.

Moving away from the typical blue-green palette common in medical technology, Amaran's primary brand color is deep purple. This color blends stable tones with energetic red undertones, balancing professionalism with innovative energy. Supporting colors use a gradient system harmonizing red, blue, yellow, and green, expressing the organization's "youthful and dynamic" culture and "flexible thinking." By establishing clear brand color usage guidelines, we ensure the visual identity maintains consistency and recognition across all application scenarios, while also resolving the limitations of the original logo in printing and application.

We designed wave-form supporting graphics that continue the brand imagery of "water source" and "life flow." Multiple wave variations can adapt to different layout needs, with dynamic flowing lines echoing the company's agile nature. When the supporting graphics combine with the gradient color system, they create rich visual layers, allowing the brand to present a consistent yet flexible visual style across various media.

Based on the new visual identity system, we established comprehensive brand application guidelines. Internal applications include everyday items like business cards, ID badges, presentation templates, envelopes and letterheads, and email signatures. External applications cover corporate website UI/UX, marketing materials, social media visuals, corporate spirit symbols, and other touchpoints for external communication. Every application follows unified design principles, ensuring brand image consistency while strengthening professional image and recognition.

The new CIS completed corporate application design and website UI/UX refresh, with the overall brand image advancing from functional expression to strategic communication. Through clear brand color definitions and logo usage guidelines, we significantly improved visual unity across media. The minimalist visual language accurately conveys high-end technology and team capabilities, allowing Amaran to establish a more distinctive identity in professional markets. At the same time, employee acceptance of the new brand identity was high—this wasn't just a visual update, but effectively built internal consensus and identification with the brand.

Laying the Foundation for International Development

The upgraded brand image provides a solid foundation for Amaran's international market expansion. The new visual system established a professional image meeting international standards, improving brand trust when communicating with overseas clients. This scalable brand system can flexibly support future business development needs—whether launching new product lines or expanding into new markets, effective communication can happen within a consistent brand framework.

For growing B2B biotech companies, brand image and CIS upgrades aren't just visual refinement—they're a crucial part of strategic development. This project demonstrates several key elements: brand strategy needs to come first, with in-depth interviews establishing clear positioning to ensure visual design has strategic backing; in professional industries, unique visual language communicates differentiated core competitive advantages; complete CIS guidelines ensure brand consistency across all touchpoints; and brand upgrades aren't just external communication tools—they also build internal cohesion. When a company's actual strength aligns with its brand image, that's when you can truly build trust and influence in international markets.