IN THE GENES

BLUE­PRINT GE­NET­ICS BRAND­ING

Computer Arts - - SHOWCASE - By Kokoro & Moi www.koko­ro­moi.com

Helsinki-based full-ser­vice cre­ative agency Kokoro & Moi re­designed the brand iden­tity for ge­net­ics test­ing com­pany Blue­print Ge­net­ics, bas­ing its work on the orig­i­nal iden­tity cre­ated when the com­pany was ini­tially founded back in 2012.

“The vis­ual iden­tity needed to be de­vel­oped to bet­ter re­spond to the needs of the com­pany, which had grown rapidly af­ter its es­tab­lish­ment,” ex­plains Antti Hinkula, cre­ative di­rec­tor and founder at Kokoro & Moi. “The orig­i­nal vis­ual iden­tity was based on a graphic code in which each let­ter of the al­pha­bet was as­signed a colour bar, repli­cat­ing the vi­su­al­ity of DNA pro­teins.”

“Kokoro & Moi re­freshed the iden­tity, aim­ing to make it more play­ful, colour­ful and in­spir­ing,” Hinkula goes on. “The graphic code was de­vel­oped into the bold and ex­pres­sive pat­terns that take over the pho­to­graphs and sur­faces of the brand ap­pli­ca­tions. A more in­ten­sive colour pal­ette was de­fined, and more con­trast added for the use of ty­pog­ra­phy.”

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