Mirion Technologies, Branding Case Study

Process

Concepts Go Verbal

Keeping in mind the diversity of the new company and its clientele – it would serve the medical, nuclear power, military and civil defense communities – frog design located the word "myriad" as a starting point for the naming process. Our brand strategy and design teams then assembled the theoretical and visual cues that lay at the heart of this new identity. We would focus on the positive repercussions of environmental supervision. The company's radiological detection tools provide a clear visual reading of a user's surroundings, ensuring a heightened level of personal safety and environmental awareness. This reading, to the general public, is a promise of knowledge, accountability, and, above all, security. We wanted these attributes to be reflected in the company name.

With these principles in mind, we hit upon the concept of a "mirror" – an object whose associations with representation and awareness fell in line with the brand's key service offerings, and whose homophonic resonance with "myriad" made it a perfect fit. We also considered the scientific nature of radiation, and the glow associated with its detection. The interaction of mirrors and light seemed to correspond with this quality, as well. We changed the ending of the word to the powerful suffix "-ion", an added allusion to the element of chemistry at play. The result: Mirion Technologies - a name that embodies the self-awareness and significance of radiological detection for both company and consumer.

Concepts Go Visual

Mirion’s logo needed to instantly, wordlessly communicate the brand’s core value, security. And it needed to be recognizable at a glance. Through extensive brainstorming and full notebooks of sketches, we began to identify the key shapes that would reflect these assets. We zeroed in on the simple form of a cube: the inherent strength and balance of its three- dimensional form spoke to the reliability of the brand. It implied containment, a further indicator of protection. And seen in perspective, its three faces might symbolize the three original companies. Sketching its form again and again, we recognized the “M” letterform in its lines, and brought this out in later iterations. Symmetry was maintained throughout to reflect the concept of “mirrors,” carried over from the naming process. We also adjusted the logo for scalability – it needed to be equally effective on large equipment and small personnel badges, high-resolution computer screens and low-resolution etchings.

Unified Brand Guidelines

We proposed three final concepts to the new company, each with a different emphasis: geometry, solidity, and the letter “M”. We also developed a typeface, lock-up (logo and type treatment), and color palette that would embody the brand.