Design

Industrial Design

Visual Communication

Delve's experts in insights, strategy, design, and engineering can guide you through an end-to-end innovation process that delivers results.

Our Services Page: Product Design and Development (text only)

BD Diagnostics, an undisputed market leader in advanced medical technology, wanted to lead its market in visual unity and consistency.
Delve developed a visual brand language for BD Diagnostics in tandem with designing three products in its Totalys family.
The strategy called for strengthening and polishing what was already strong and integrating a new level of detail, including distinctive lighting elements and an improved digital user interface.&nbsp;
Delve created and documented product design guidelines that are now used by BD designers and engineers around the world.

Bd characteristics1

Bd max

BD Diagnostics had grown quickly by acquisition and needed an actionable product branding strategy to make everything look and feel cohesive.&nbsp;
Like many companies, BD had a corporate identity but no strong, clearly stated product brand identity. Many products were designed by different firms for different companies — and they looked it. BD had an urgent need to implement a solution for ongoing acquisitions.
Delve led group sessions with stakeholders to generate keywords directly linked to BD Corporate’s core values to inform the visual brand language. It was important to Delve not to throw BD’s legacy elements aside. Its older-look equipment needed to tie in with the new VBL to maintain the impression of a highly focused, well-organized company.

Digital physical hero2

Our design for BD Diagnostics is an example of one of the seven principles for designing great digital-physical products: The best interface is no interface. Explore all seven principles.

Certain consistencies among existing branding elements and legacy products made sense to maintain and amplify as part of the new product branding strategy. Cohesiveness with existing branding elements across customer touch-points — on BD’s logo, website, instruments — was another factor.
We maintained legacy features including biomorphic, humanistic surfaces; a warm color palette, and strong edge chamfers and wraparound radiuses. Adding a new digital user interface design and an unexpected, multimedia blue lighting feature inside the instruments — a strong multisensory branding element that also functions as an indicator — upped the sophistication level of the brand’s interaction design while maintaining high-level architectural elements. 
Tap the left/right arrows below to view more images.

Bd styleguide 2

Bd symmetrical1

The centralized product branding strategy was rolled out via three products — BD MAX, BD FX40, and BD Totalys FEA — that became references for the new design guidelines.&nbsp;
The new VBL supports the company’s approach to lead into the future and it defines a high-quality new look and feel to be implemented as further products are developed and acquired.&nbsp;
The product design guidelines we created and documented are now used by designers and engineers around the world who are developing new products for BD Diagnostics.

Learn more about&nbsp;<a href="https://www.delve.com/services" target="_blank">Product Development & Design Services at Delve.</a>

SEO Text: Our Services

Let Delve's multidisciplinary medical device experts assist you with product innovation for Class II and Class III devices.

Sector Page: Medical Devices

Newsletter Signup: Medical Device Development (icon visual)

HEADER Group

Strategic, actionable branding guidelines bring BD Diagnostics into the future and provide a roadmap as they develop and acquire more products.

Contact Us | General (Like what you see?)

Medical Devices

Home

Case Studies

BD Diagnostics: New Product Brand Strategy

Breadcrumbs

A full-service product design and strategic innovation consultancy.

Delve

Strategic, actionable branding guidelines bring BD Diagnostics into the future and provide a roadmap as they develop and acquire more products.

description

generator

kSwNn6qD4B-4HloWnWMUBWQNpBx2_mPi3nMqgsh6ato

google-site-verification

branding, guidelines, bring, diagnostics, future, provide, roadmap, develop, actionable, acquire, strategic, products

keywords

https://cms.delve.com/assets/images/_1200x630_crop_center-center_82_none/HEADER_Group.jpg?mtime=1653527723

https://linkedin.com/company/delvedesign/

https://www.delve.com/work/bd-diagnostics

referrer

robots

twitter:card

twitter:creator

twitter:description

https://cms.delve.com/assets/images/_800x418_crop_center-center_82_none/HEADER_Group.jpg?mtime=1653527723

twitter:image

twitter:image:alt

twitter:image:height

twitter:image:width

twitter:site

twitter:title

{"title":{"title":"BD Diagnostics: New Product Brand Strategy | Delve"}}

Design an Experience

Privacy Policy

FCOI Policy

Services

Insights

Testimonials

What We Do

About Us

Our People

Join Our Team

Careers

Newsroom

Who We Are

Boston

Madison

Philadelphia

San Francisco

Our Studios

Partner with Delve

Contact Us

Contact

Vamsee Pamula, Founder/President, Baebies

Footer Module: Build Something Together / Tell us about your project (Using heading block and button block)

With over five decades of innovation experience, Delve offers clients sound advice informed by over 10,000 product strategy projects. Explore our portfolio.

Delve Client Case Studies: View Our Work Portfolio Here

With over five decades of innovation experience, Delve offers clients sound advice informed by over 10,000 product strategy projects. Explore our…

Case studies, articles, capabilities, leadership, product design, strategy, innovation

https://cms.delve.com/assets/images/_1200x630_crop_center-center_82_none/Delve_titlecard.png?mtime=1654035558

https://cms.delve.com/assets/images/_800x418_crop_center-center_82_none/Delve_titlecard.png?mtime=1654035558

BD Diagnostics: New Product Brand Strategy

A New Product Brand Strategy

Related Case Studies