NMS Group is an Italian holding operating in the field of healthcare and medical research. Originally established in 1837 by Carlo Erba as a pharmacy and laboratory, it became the first and largest pharmaceutical company in Italy.

The group is today formed by subsidiary companies Nerviano Medical Sciences, Accelera, Nerpharma and Simis and is internationally considered to be an excellence in the field of biomedical and pharmacological research.

The activity of the group is mainly focused on research and clinical development for oncology through innovative approaches aimed at providing personalised medicines to cancer patients.

In 2018 the group has been acquired for 300 million euros by Hefei Capital Management Co.—a Chinese investing company which is a leader in the field of biotech—with the purpose of brining the innovative drugs discovered by NMS Group to the Chinese patient population thus improving their quality of life.

The definition of the corporate identity standards and the writing and design of the brand book have been approached during the early months of 2020, while both Italy and China were seriously affected by the COVID-19 pandemic.

Although the field of research of NMS Group is different from that of coronaviruses, working on such a project for the medical industry during that particular historical moment was approached with an even greater commitment and responsibility.

The brand book, which is trilingual—Italian, English and Chinese—focuses on illustrating the basic graphic elements of the group’s corporate identity system—logos, colours, typefaces, and images—and their essential applications—stationery, website, presentations, signage, publications, reports, and white paper.

Before proceeding with the content’s layout, a typographical multi-modular grid system has been designed in order to define a precise and rigorous articulation of the pages.

The project of the brand book also included the definition of all the graphics standards related to the basic corporate identity elements and their essential applications.

Among other interventions, the proportions of the logotype in all its declinations and the lock-up with claim have been carefully calibrated through the definition of a rigorous geometry that was consistent with the bauhausian lettering.

The same intervention was carried out for the logos of the subordinate companies Nerviano Medical Sciences, Accelera and Nerpharma.

A particular attentions was also put on the layout of publications, the definition of typography, and the application of coloured filters for the treatment of photographic images. Furthermore, the graphics and layout of white paper and presentations were also developed.

The brand book—through the three languages in which it is written, a complete overview of the essential visual elements, and the definition of simple and precise rules—represents a fundamental tool for the management of the corporate brand identity at an international level.

—Nicola-Matteo Munari