A brand identity for Octopus – the world’s first multi-arm, multi-stage trial for progressive MS (Multiple sclerosis). Based at UCL (University College London) with MS Society funding of £12.9m, the trial will test potential life-saving new treatments up to three times faster.

Working with some of the top scientific minds in the world, we created and delivered a simple and easy to use brand identity to help raise awareness and promote this ground-breaking trial.

The solution was a simple, iconic, typographic Octopus logo that can also be used as a graphic device for added brand impact and as a practical and unique way to hold imagery.

We incorporated the MS Society colour palette, expressing it in a new way and featuring a new brand typeface to give Octopus more of its own personality and reflect the rounded look and feel of the logo.

UCL (University College London)