Case Study : Extending a Brand
When Blue Cross and Blue Shield launched their healthcare plan, they wanted audiences to quickly recognize it as a Blue Cross and Blue Shield product. The newly named plan, Blue Choice, needed a brand identity that would be strongly associated with its parent company. Molecule first approached the project by examining Blue Cross and Blue Shield's brand equity and existing identity components. The final solution, while using their corporate typeface and colors, introduced a grid of dots forming a medical cross. The dots also represented multiple choices within the new healthcare plan. The Blue Choice identity emerged as a product brand with immediate recognition and connection to its parent company. In addition to the logo, Molecule designed the following applications for this identity: membership cards, introductory kits, advertising, direct mail, and more.
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