Visually translating complex concept of

gene sequencing




Digital Design

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.


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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