The shift began with a new brand promise: We engineer the extraordinary to alleviate pain, restore health, and extend life. While alleviating pain, restoring health and extending life had long been the foundation of the Medtronic Mission, the addition of engineering the extraordinary elevates and emphasizes the company’s legacy of innovation.
We then helped energize and contemporize the brand’s communication style through strategic storytelling and a new brand expression that integrated visual, verbal, and experiential components.
The brand’s visual and verbal expression doubles down on storytelling and reinforces its purpose at the intersection of humanity and engineering. Its brand voice draws audiences in by being more provocative, engaging, and plain-spoken. The visual identity speaks to Medtronic’s customer-centricity and technological savvy, with dynamic movement throughout, a color palette centered on electric blue and an imagery style that emphasizes people-first.
We reinvigorated the company’s legacy symbol—an image of a person being brought to full life—by infusing it with new energy and forward movement. Lastly, the brand’s experiences create opportunities to surprise audiences with the unexpected, motivate action and drive impact with every interaction.