About MDX is a leading medical diagnostics company with a proven history of advancing diagnostic testing, including being among the first to receive federal clearance for COVID-19 testing. As the company expands into the direct-to-consumer space, the brand needed to evolve—maintaining clinical authority while becoming more approachable and patient-focused. Brand Strategy MDX’s brand strategy emphasizes trust, precision, and forward-thinking innovation. The goal was to create a brand that balances clinical authority with approachability, appealing to both healthcare partners and direct-to-consumer audiences. Every visual and verbal touchpoint—logo, typography, color, and imagery—was designed to reinforce MDX’s credibility, reliability, and commitment to cutting-edge diagnostics, while also making complex science feel accessible and relevant to customers. Logo The MDX logo strikes a balance between traditional healthcare aesthetics and a modern, forward-looking vibe. It features five rectangles arranged in a repeating, overlapping pattern, creating harmony, distinction, and legibility. A rectangle enclosing “MDX” acts as a focal point, while a light blue hue and the “TM” symbol convey trust, professionalism, and authority. The overall design signals that MDX is competent, reliable, and future-focused. Creative Direction & Brand Identity MDX’s brand identity centers on the interplay of logo, typography, and imagery, with rectangular block elements serving as a unifying motif. A calming blue-to-white gradient reinforces trust while adding visual depth. The blocks evoke data, pixels, and clinical precision, enhancing typographic compositions or selectively masking images to emphasize MDX’s comprehensive diagnostic capabilities. Together, these elements create a consistent, modern, and emotionally resonant identity that communicates accuracy, reliability, and innovation.