IN THE GENES
BLUEPRINT GENETICS BRANDING
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.”