The last 10 years has given me huge branding and identity opportunities with various parts of Lilly’s vast company structure. I am very lucky to have seen so many parts of a company that helps many people in so many different ways.

There were two brands created during this time. One of TB Commons and the other was Lilly Clinical Innovation (Now Lilly Trials).

TB Commons was centered around the logo part called the lens. The lens was the largest contributing factor to the brand identity which is how this organization would see and review word events differently. Artistically, the lens was based on multiple colors which produced the clarity of centralized white area. There were a lot of variations to the center part of the logo.

 

Understanding the parts of the identity and how they connect was an important factor to communicate.

The images above are variations of how to depict a lens made from many overlapping colors while still remaining to be viewed as a lens.

Lilly Clinical Open Innovation brand was typographic logo/brand application. The larger logo was used 90% of the time when space could accommodate its size and length correctly. Knowing this organization was aggressively using social and digital channels, a smaller version was created for small and tight spaces – it was loving referred as the ‘sidekick’.

The stacked broken words were basically a shape of the main Lilly campus tower. The words were in the corporate font DIN. They were large and represented the building blocks towards elevating Lilly in general.

On its own the sidekick looks odd, but when its in its avatar state in social channels it really stood out and worked really well.

Along with the two logos, there was this graphic that represented the science of ideas in rough form of the dry-erase boards. Lilly COI at the time was design-thinking forward with every idea and concept. When needed and applicable, the person writing the chart was used as a blush of marketing flavor to the Lilly sub-brand.

Today, LCOI marks are not in use. This area now known as Lilly Clinical Innovation is now known as Lilly trials which conforms with greater clarity alignment to Lilly’s brand growth and management.