Pennington Biomedical is a campus of Louisiana State University and a world-renowned leader in basic, clinical and population research. PB is at the forefront of medical discovery as it relates to the causes of obesity. PB’s mission is to eradicate obesity by 2040.
Our goal for the new visual identity was to visually transform the brand to reflect the world-renowned caliber of the organization and science. It is intended to build awareness of Pennington, and to reframe the way people think about the work they do, particularly reframing the conversation around obesity in our culture. Today, many still don’t consider obesity a disease, but instead as a result of individual choices.

A single idea inspires the entire visual identity: The biggest scientific advancements come not from huge leaps, but from small shifts that, over time, can inspire a change in perspective, new discoveries, and even human behavior.
Scientists are innately curious. We want the identity to spark curiosity in everyone who engages with it. The identity is designed to inspire “a-ha” moments whenever you see the brand—whether it’s through a hit of our logo on a business card, a poster on campus, a TV spot, or an annual report cover. Small shifts are baked into everything.

The brand symbol is the clearest representation of the “Small shifts” idea—by flipping a “P” upside down, you get a lowercase “b”—a small shift of a single letterform became a bold symbol that ties our system together.
While biomedical research is complex and unapproachable to many, PB’s work has an impact on people’s daily lives, and individual and societal health outcomes. We needed to reflect the science, the brand needed to look and feel approachable on a broader scale. We infuse the identity with humanity and optimism by speaking in a relatable tone of voice and using true-to-life photography to tell real stories.
The work conducted at PB requires the utmost precision. These attributes are demonstrated in every molecule of our identity. Layouts are clean and crisp. Data visualization and photographic treatments follow a formula. Our typography is based on mathematics. Designed and pressure tested with intention.