BD SYRINGE
PRODUCTS
Brand Identity
and Packaging Design
Development
A review of Becton Dickinson's corporate image revealed a lack of awareness of the company among consumers. The market research findings concluded the BD logo was Becton Dickinson's greatest corporate asset. In an effort to distinguish and ultimately control their image, BD adopted a corporate identity system, utilizing an updated BD logo as their master brand. Individual brand management teams were charged with applying the new BD corporate identity and its underlying philosophy to their brand communications.
The Johnson Communications Group was tasked with implementing the new corporate identity program for the Diabetes Healthcare packaging. As the leading brand of injection apparatus worldwide, it is essential for the BD Insulin Syringe packaging to emphasize the brands leadership and innovation in the field of diabetes management. The final packaging design achieved the client's visual branding objectives and furthered the brands long term commitment to instill confidence and trust in both health care practitioners and patients alike. As brand communications and product experience become mutually reinforcing, Becton Dickinson will achieve global awareness and understanding.
The Johnson Communications Group was tasked with implementing the new corporate identity program for the Diabetes Healthcare packaging. As the leading brand of injection apparatus worldwide, it is essential for the BD Insulin Syringe packaging to emphasize the brands leadership and innovation in the field of diabetes management. The final packaging design achieved the client's visual branding objectives and furthered the brands long term commitment to instill confidence and trust in both health care practitioners and patients alike. As brand communications and product experience become mutually reinforcing, Becton Dickinson will achieve global awareness and understanding.