USMLE Rebrand

2022

Brand Identity Design

Creating a more approachable brand identity for an established medical licensing organization.

Fwd People helped USMLE update and invigorate their long-established brand to help strengthen relationships with examinees, partners in the medical education community, and beyond.

Creative Approach

We modernized and brightened the brand to create a more approachable, welcoming, and friendly identity for medical testing. Moving away from its previously cold, distant, and institutional feel, the new branding fosters trust and connection, making the experience more relatable and inviting for medical students.

Designing an approachable logo that communicates pathways and medicine.

We designed an approachable logo that seamlessly integrates the concepts of pathways and medicine, symbolizing the journey toward licensure. The design features clean, modern lines and soft, rounded edges to convey a sense of accessibility and care, while subtle references to medical symbols and directional elements underscore the focus on medicine and progress. The result is a logo that is both professional and inviting, resonating with a diverse audience and embodying the brand’s mission of guiding students on their path to medical licensure.

Process

We began by sketching logo concepts and exploring designs that symbolized medicine, testing, pathways, and the journey to licensure. Our process focused on visually representing the three parts of the test while conveying a sense of progression and achievement. Each iteration aimed to balance professionalism with approachability, ultimately creating a logo that embodies the brand’s mission and resonates with its audience.

Colors & Type

We created a color palette that balances white and navy to convey prestige and connect with their sister organization, NBME, while incorporating bright, welcoming colors to make the brand feel more approachable. The typography strikes a harmonious balance between the old and new, pairing modern type with a slab serif to communicate both seriousness and accessibility. This shift in design moves the brand from an authoritative tone to a more friendly, inviting presence, aligning with the goal of making medical testing feel more relatable and engaging.

Graphic elements

Cutout images of students take center stage, putting the focus on their journeys and experiences. Graphic pathway elements and a versatile library of illustrations tie the brand together, providing the client with a range of dynamic options to visually connect with and communicate effectively to students.

Applying new branding to an existing website.

We applied the new branding to their existing website framework, refreshing the visual identity while maintaining functionality. The updated design incorporated the approachable color palette, modern typography, and cohesive branding elements, creating a more inviting and user-friendly experience that aligned with the organization’s new direction.

Bringing the brand to life across deliverables

We applied the new brand identity to reports and stationery, focusing on legibility and clarity. The clean typography and balanced color palette ensured that key information was easy to read and visually accessible, while maintaining a professional and inviting tone across all materials.

Brand Guidelines

We created comprehensive brand guidelines for the client to ensure consistency across all touchpoints. The guidelines covered everything from color usage and typography to imagery and logo placement, providing clear instructions on how to apply the new identity across different mediums. These guidelines empower the client to maintain a cohesive and professional look, ensuring the brand remains consistent whether used internally or externally.

Services & Expertise

Logo Design
Brand Design
Website Design
Brand Guidelines

Lead Brand Designer

Project Role

FWD People

Agency

Adobe Illustrator
Figma
Adobe Photoshop

Tools Used