GE Healthcare

LOGIQ

Awakening the next chapter for a trusted ultrasound legacy

For over 30 years, LOGIQ has been a cornerstone of GE Healthcare’s ultrasound portfolio recognized for reliability, precision, and performance. But as clinical expectations and technologies evolved, even a brand with LOGIQ’s heritage needed to reintroduce itself.

GE Healthcare partnered with AW to evolve LOGIQ into something more: a modern brand system that could honor decades of trust, reflect a growing product ecosystem, and connect with a new generation of providers—all while staying grounded in its original purpose.

LOGIQ ultrasound solution. Always ready. Always by your side.

The challenge

How do you refresh a legacy brand without losing what made it matter?

LOGIQ had built a reputation on consistency and clinical confidence, but the brand was being outpaced by its own growth. With multiple technologies and subproducts emerging under the LOGIQ name, it lacked a unified identity that could scale.

The brand needed to feel modern and intentional: concise enough to focus the message, strong enough to lead in a crowded space, and cohesive enough to support every product and stakeholder it served.

The solution

A modern brand system that unifies, simplifies, and inspires.

We created a refreshed identity built on a clear message: “Reimagining the ultrasound experience with you in mind.” This became the anchor for a broader brand framework, one that connected every product and platform under a single, purposeful narrative.

Visually and verbally, the brand reflected LOGIQ’s personality: visionary, practical, collaborative, and bold. From strategy to design, everything was crafted to strengthen connection and bring clarity to a growing product family

The results

A refreshed brand that honors its past while leading into a new era with confidence.

With a revitalized identity that honored its heritage LOGIQ now signals innovation and momentum. With aligned messaging and a cohesive system in place, GE Healthcare reestablished LOGIQ as a leader in ultrasound, equipped for growth, trusted by providers, and built for what’s next.

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