We defined the brand idea, mindset and values inspired by the laboratory’s excellent work. On this basis we created a progressive symbol – visualizing the idea of reading information in blood. The new logo unites symbol and wordmark, making the company name symbolic with MLL’s work.

In addition to inspiring the logo, the fundamental brand idea provided the basis for an entire visual language – transforming the MLL brand values of excellence, courage and responsibility into a forward-looking design. Icons, pictograms and infographics play a major role in the new look. They update the layout MLL uses in its many presentations and training sessions. Animation and dynamic information displays put a face on the laboratory’s wide range of services.  

»KMS TEAM understood us completely from the very first moment. The result: A programmatic positioning and self-confident visual identity. Our new corporate design conveys what we do, and also has the power to do much more. It effectively reflects our brand identity«, explains Prof. Dr. med. Dr. phil. Torsten Haferlach, one of the Managing Directors of MLL Münchner Leukämielabor.




Involved areas of expertise


  • Brand and corporate positioning
  • Strategic development
  • Corporate design
  • Logo development


MLL Münchner Leukämielabor




Positionierung und Corporate Design


since 2018

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SGL Carbon

Brand development and corporate design

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Brand Development, Corporate Design

Robert Börsting, Design Director KMS TEAM on LEDVANCE’s new visual identity: »Our goal was to create a symbol that allows the greatest possible flexibility in design while illustrating the great variety in light. But how do you translate the quality of light into a symbol?«

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Diakonie Deutschland

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Diakonie aims to strengthen its presence in society as a whole through its values and mindset, and embrace its evangelical identity with ideological diversity. As an organization, Diakonie focuses specifically on people, their needs, and abilities. With one million full-time and volunteer employees, it is one of Germany’s largest and most diverse employers.

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