Breaking away from clinical aesthetics, Lettera7’s look for AM reveals the beauty in bacterial forms

Through an interplay of visible and invisible elements, Italy-based design studio Lettera7 challenges industry conventions with their striking identity for AM, an Italian contamination control company. “AM’s work is grounded in processes that often operate beyond the limits of the human eye,” Senior Designer Daniele Biancardi tells us. Specialising in contamination control for the life sciences sector, particularly within the pharmaceutical industry, the company provides a broad array of products and services for controlled contamination environments. “From our strategic analysis of the competitive landscape, a clear insight emerged,” Biancardi continues, “the industry’s communication often relies on a cold, information overloaded, and standardised language – an aesthetic that flattens the perception of a sector that is, in fact, complex, constantly evolving, and rich in innovation.” In contrast to the usual clinical aesthetic and in an effort to close the perception gap, the evolved identity takes cues from the microscopic realm of bacteria and the management of contamination, embodying the idea of “beyond the invisible.” This narrative – exploring the threshold between the microscopic and the tangible, invisible and visible, risk and security – illustrates the company’s dedication not only to technical excellence but also to its often unseen, profound impact. Lettera7 employs Gestalt psychology principles to express this visually, where, in particular, the logo emerges through ‘floating circles.’ Through broken circular shapes, negative space interplay, flowing curves, and consistent styling, it helps viewers perceive the complete letters – ‘AM’ – while evoking the focusing process of microscopes examining microorganisms.