Amgen

Amgen harnesses the best of biology and technology to fight the world’s toughest diseases, helping people live easier, fuller, and longer. For more than 40 years, Amgen has led biotechnology forward, leveraging human genetic data to push beyond known boundaries and shape tomorrow’s breakthroughs.

Recognizing the need to unify its global presence—from corporate communications to product marketing—Amgen sought a refreshed brand identity that strengthened its brand equity rather than introducing unnecessary change. The goal was to balance scientific prowess with compassionate, patient-centered care.

Charged with modernizing this identity, The Development led the evolution of Amgen’s brand strategy, visual identity, design system, and brand management platform—enhancing corporate and marketing assets, digital channels, and motion/video storytelling. In collaboration with PR agency Porter Novelli, which focused on corporate reputation, The Development ensured Amgen’s mission and legacy were expressed through a cohesive, forward-thinking brand presence.

While Porter Novelli guided stakeholder engagement and communications workstreams, The Development defined the foundational vision that Amgen’s updated identity needed to support—reinforcing its leadership in scientific innovation and profound impact on patients’ lives.

A key brand element that remained unchanged—Amgen’s iconic logo—anchored this refresh. Rather than creating something new, the team made a deliberate choice to lean into the existing brand, preserving recognition and clarity. The bold, confident wordmark and proprietary Amgen Blue reinforce expertise, while the flowing lines reflect the compassion at its core.

Building on this recognizable mark, The Development introduced the A-Shape, a signature graphic device inspired by the letterform. Complementary elements—including refined typography, an expanded color palette, and the iconic Data Stream motif—express Amgen’s focus on both technological innovation and patient care. The Data Stream visually signifies the convergence of biotech and high tech, underscoring Amgen’s growing AI and data science capabilities.

Through a strategic rollout and training, Amgen successfully aligned 28,000+ employees and external partners under a unified, future-ready brand—strengthening its ability to innovate, lead, and deliver life-changing solutions worldwide.

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