BRAND IDENTITY
LOGO DESIGN
Convergent Genomics is a genomic liquid biopsy company leveraging cutting-edge data analytics to transform cancer care. The goal of this project was to explore the brand’s identity and create a logo that resonated with the target audience and that represented the company’s core values and mission.
RESEARCH
Two different methodologies were used as part of the research process. The first one looked at current existing logos from related companies in the genetic field. The second one entailed a moderator guide used to gather more information about the vision, the mission, the target audience, and the design preferences of the company’s steakholders.
INSPIRATION
The steakholders interviewing provided clear data on the inspiration and direction that needed to be taken in order to create the logo. There was an evident desire to create something triangular that could stand on its own—without having to always displays the company’s very long name. The triad represented the three different components that play a role in cancer detection and further treatment.
