John I. White


Pharma Engineering Sector: identity design

This was part of a greater all-in-one website and print design project

(My design work as an employee of 'Ionic Web Design' for their client)

Key Concepts

The idea was get across concepts of Processes, Pharmaceuticals, movements and dynamism. The green was a nod to medicine.

I did several concepts on this project, as you can see, and unusally, I liked most of them.

In the unused concepts, lower down, you can see forms that suggest chains of molecules, fluids flowing from one point to another, cells and even a gear motif for the industrial process metaphor.

The client was quite fond of the 5th ones down which - with the blue overlaid on the type with drop-shadows for depth and clarity- once again suggest movement, flow, rotation and a chain of movement in a process.


I initially worked up the concepts with the most rounded font that I could quickly find. Later in finishing the design, I re-drew the a p c characters myself from scratch, to get them to do exactly what I needed formally.


I'm pleased with the top one which was approved, though I would have liked the option of a semi-transparent multi-coloured version for high-quality print and screen use such as the second one down.

responsive web design

print work

Final Approved Version:

large illustration preview image

apc logo design

apc identity design

Other Concepts:

apc logo concepts

Art Director & Designer: John I. White
My Employer: Ionic Web Design

Art Directed/Designed for

client logo 2 client logo 1 client logo 1 client logo 9 client logo 1 client logo 3 client logo 1 client logo 1 client logo 1