Amgen

Grid I

Grid II

Typography

Calibri Regular

Calibri Bold

Calibri Italics

Colors

Blue

Red

White

Visual Elements

- Interactively engaging - Defined regions on each page- Distinctive typography - Distinctive navigation tabs

Hierarchy

- Visual hierarchy is inconsistent

- Inconsistent grid layout contributes to inconsistent alignment of elements on each page

- Content not organized logically and predictably

- Increasing white space such as leading and kerning would have enhanced the viewing experience

Positive Space

Negative Space