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The Sartorius logo and signage were designed as parts of an overall rebranding. The goal was a repositioning around the new brand promise “Simplifying Progress”. Thanks to its clear, graphic design, the logo visually conveys this message and differentiates the brand distinctly from our competitors. The basis for the logo was our new corporate font TT Norms Pro. This is a timeless and clean-cut geometric sans serif that underlines our simplifying approach – which is also mirrored in our signage. The strong signal effect of the yellow and our bold logo combined with our simple iconography and font make the brand recognizable and unique.