The ABMI logo reflects natural elements in our Alberta landscape, and the integration and impact of society on these areas. This mark reflects how these various aspects work together in a greater picture – which connects to the information that ABMI researches and gathers for our province. The goal of this redesign was to incorporate some aspects from their previous mark to help with familiarity but to refine the lines and focus the imagery.
As a large organization, ABMI requires a flexible and dynamic brand. They are multi-faceted, encompassing a wide range of expertise. Their brand needs to speak to their different areas of service and research, and connect with multiple audiences. We took their existing materials along with some new assets and brought everything under a unified standard.
The use of photography is an important part of communicating what they do. Through a combination of photography, graphics, and pattern their updated visual systems allows for creative approaches to communication. Whether it be playful, exciting, and intriguing to captivate or professional, factual, and serious to effectively share pertinent information. ABMI can present themselves however they need. A cohesive visual language allows them to stay on-brand and unified, no matter their approach.