BD, formally Becton, Dickinson and Company, is a global medical technology company founded in 1897 by Maxwell W. Becton and Fairleigh S. Dickinson. The company’s visual identity centers on a distinctive symbol paired with the “BD” wordmark, rendered in blue and orange. The current mark is protected by a U.S. trademark registration filed in September 2018, which describes the design as an orange shaded circle with a sunburst design cut out of its center, with stylized blue lettering “BD” to the right. The trademark explicitly claims orange and blue as features of the mark.[1]
Design and History
BD introduced its current symbol-based identity in 1999. According to the company’s 1999 annual report, BD took “a major step” that year by introducing “a bold new symbol based on a human form with hands outstretched,” along with “nontraditional corporate colors of blue and orange” and a master brand built around the familiar BD name. The report framed the new identity as reflecting an enterprise-wide transformation toward a more decentralized and adaptive organization.[2]
The symbol was later refreshed during the integration of CareFusion into BD. A design professional who worked on the project states that the team collaborated closely with Lippincott in New York City to refresh the BD logo and overall brand during that period.[3] BD acquired CareFusion in 2015, according to the company’s own history timeline.[4]
Earlier in the company’s history, BD’s first logo carried the slogan “B&D, It’s a Guarantee of Superiority,” and in 1953 a company-wide competition produced new quality taglines.[5] BD also refreshed its brand identity around its 100th anniversary in 1997, according to the company’s timeline.[4]
Meaning and Symbolism
BD’s own 1999 annual report describes the symbol as “based on a human form with hands outstretched,” a design chosen to accompany the corporate tagline “Indispensable to human health.”[2] A designer who worked on the later refresh echoed this reading, describing the BD symbol as “an emblem of promise, hope, and optimism for advancing the world of health.”[3]
BD’s current corporate purpose is “advancing the world of health,” a phrase the company uses across its official communications and website.[6]
Typography and Design
The current BD trademark registration describes the wordmark as “stylized lettering ‘BD’ in blue.”[1] A designer involved in the refresh noted that the logotype was made “light, rounded, nimble, and approachable” as part of the updated brand system.[3] The same designer described the blue and orange palette as “fresh and vibrant,” with the colors intended to convey “humanity, leadership, collaboration, and agility.”[3]
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