ESI Rebrand
ESI needed a new logo that represented their state-of-the-art, innovative, bench-top devices.
This small company is responsible for inventing unique benchtop devices for proteomics, the study of proteins. In redesigning the visual branding, we aimed to represent the brand with aesthetics of cleanliness, geometry, and simplicity.
One of the popular devices demonstrated to us caused a plume with circular particles - this inspired the utilization of circles as the main visual motif. The logo, like a protein, is made of smaller "particles" that form the ESI letterforms. Since there were no other brands in competition, the orange circle symbolizes the uniqueness of the ESI brand. Through other branded material, an orange and dark blue circle can be seen as design elements to reinforce the brand identity.
In collaboration with Aditya Patel and Zixi Zhang
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