At the heart of the rebrand is a bold new logo comprised of the word 'bio' followed by a dot or period. "It's modular, easy to use and distinctive in its simplicity so that it functions well globally," notes principal and creative director Daniel Fries, "it's a design package with a very accessible but sophisticated graphic language."The Clarendon EF letterforms, which make up 'bio.' serve as a toolkit for the rebranding packages. "The logo is the toolkit. Each package utilizes the typography abstractly to create rich and dynamic packages" says Senior Art Director Ryan Moore. "The simplicity of our approach yielded a surprisingly diverse and modular brand package. Each element was derived from the logo therefore inherently tied to the brand, an idea the client found very exciting."
Posted by Megan
Remember Me