The Centers for Disease Control and Prevention's primary association with the Covid-19 pandemic has created a lack of trust in the institution, shifting its image from heroic to deceitful.
The rebrand aims to capture the public's trust by pinpointing the very source of what it means to be human: our DNA. The double helix is simple in form but complex in function—two interwoven strands define who we are and who we will become. It is the blueprint to life and a common thread amongst all people and organisms. The CDC's updated identity and strategy unite those threads between science and humanity.
CDC Poster SeriesEmily Gilhespy
CDC Business Cards
CDC Lab Coat
CDC Social Posts
CDC Brand Book(with and without book jacket)
Brand Book Overview 1
CDC Brand Book Overview 2
CDC Smart Assistant(partnership with Amazon Dot)
CDC Strategy Posters
Mission: To promote health and quality of life by preventing and controlling disease, injury, and disability, 24/7.
Vision: Protecting Americans through global health with science, reason, and compassion.
Future: The focus of Public Health has shifted from infectious disease control to a broader range of health concerns such as climate change and healthy housing. The CDC's primary association with Covid-19 has created a lack of trust in the institution.
We need to regain that trust by remaining visible in times of crises and non-crises; being a reliable source of information based on science and facts; staying adaptable and connecting the dots between what's happening in society and how that relates to public health; and becoming relatable by representing a range of voices that fully encapsulates the CDC.
Values: Focused (we are committed to pinpointing the most important information).
Monogram:Our monogram comes down to the very source of what it means to be human: our DNA. The double helix is simple in form but complex in function. Two interwoven strands define who we are and who we will become. It contains the essential instructions for bodily processes and functions—the blueprint to life—a common thread amongst all people and organisms. The CDC works to unite those threads between science and humanity. A resilient bond for a healthier future.
Typeface: Our typeface is hard-working, just like us. With archival roots in neogrotesk and geometric sans-serifs like Helvetica and Futura, Fakt brings tradition to the present-day.
We use one—highly versatile—font family to demonstrate our commitment to streamlining and synthesizing information. Fakt, like the CDC, is sturdy but adaptable. Emotional but analytical. Clear but clever. It learns from the past but utilizes tools and techniques from the present.
Color Palette: Our color palette is rooted in discovery. Through the lens of a microscope, a seemingly ordinary cross-section of a cell turns into a work of art. We believe in the beauty of science and the opportunities found in the unexpected.
To show our dedication to healthcare, we have brightened the CDC's blue to amplify the importance of knowledge, security, and trust. To show our commitment to progress, we have added lime green to signify versatility, growth, and rebirth. Shades of grey anchor our vibrant colors. A range from dark to light reflect the tone of any given circumstance. We understand that our day-to-day experiences are on a spectrum and we embrace the beauty of that journey.
Behavior: Modeled after the structure of DNA, we aim to synthesize, transcribe, and translate data into digestible pieces of information. We strive to make data human and to highlight the most crucial material.
Photography:Our imagery explores the spectrum of healthcare: from heroic to habitual. Both equal in importance but distinct in tone.
Partnership:Our partnership with the Amazon Dot makes the CDC a member of the family. Dottie can answer any health-related question, plus more. She's an expert.