iReadGene
Biotech
Visually translating complex concept of
gene sequencing
Identity
Product Design
Environment
Background & challenge
iReadGene is a biotech startup focusing on next-gen deep sequencing of circular tumor DNA from blood samples for early cancer detection. To integrate such a complex concept as gene sequencing into the brand identity, I focused on making the design simple and accessible without alienating the public, while conveying a sense of reliability and professionalism.
solution
Visual similarities between DNA's double helix and the first character of the company name were explored, and gave birth to an easily recognizable logo shape. I selected two shades of blue as brand colors to reflect the quality of trustworthiness and youthfulness. A squircle shape was based on the status light of sequencer machines, and was integrated into various touchpoints as an additional VI element.
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