IBA
A world leader in protontherapy, IBA reaffirms its pioneering role through a strong repositioning and a new visual identity. With over 35 years of expertise in medical technology, the company is taking a new step to fully embody its mission in the fight against cancer. An evolution that strengthens both its scientific leadership and its deeply human dimension.
Challenge
The challenge was to move IBA from a technological expert status, historically recognised for cyclotron design, to that of a reference partner in cancer control. It was necessary to redefine the brand promise and fundamental identity, while translating this ambition into a more emotional and incarnate visual identity, without ever abandoning the scientific excellence that makes the reputation of IBA.
Solution
The project started with a brand strategy to clarify the positioning of IBA around a strong promise: "Life, Science." This guiding idea, at the crossroads of scientific rigour and human commitment, has nurtured storytelling, tone of voice and brand architecture. It also served as the foundation for the creation of a new, more modern, inspiring and balanced visual identity capable of expressing the encounter between life and science.
A strong duality
The fruit of a collaborative work, "Life, Science." becomes the raison d'être of IBA. This promise reflects the balance between scientific rigour and human commitment. From the choice of colours to typography to the register of shapes, the whole graphic system is inspired by this fundamental balance between science and life.
Campuses and Proteus
The brand architecture of IBA is structured around two complementary pillars: community and technology. The community pillar takes shape through Campus, an interdisciplinary hub for health professionals. The technological pillar is embodied by Proteus, the protontherapy technology developed by IBA.
