Flush with growth and looking to the future, Midmark set its sights on an updated corporate identity that would reflect a new era of product development and service delivery. Rather than a radical change, the company wanted to refresh its existing logo. Graphica met with Midmark’s stakeholders—including clients and distributors—to develop an identity that embraces Midmark’s heritage yet signals its bold, forward direction.

Using the existing wordmark as our springboard, we added digital cuts and cleaner lines that contemporized the typeface and made it Midmark’s own. The surrounding architecture adds weight to Midmark’s name, while the impact mark streamlines the identity and denotes the sky as the limit. When combined, the elements create a dynamic logo that remains grounded in the company’s time-honored brand traits.

Genuine, precise and inspired, the refreshed corporate identity bridges Midmark’s heritage with its clear course for the future. A comprehensive set of design guidelines ensures that no matter where it appears, the logo endorses Midmark’s commitment to consistently uphold its brand promise. At a glance, Midmark’s stakeholders recognize the company’s absolute focus on connecting with its customers.