MetaDesign helped define 23andMe's character and attributes as a brand, as well as the messaging language that would give voice to this character. The brand needed to be scientific, but never clinical, and personable, but never chatty.

MetaDesign's visual identity for the brand reflected these attributes. The logo, typography and colors surrounding 23andMe would be bright and bold, without being stark, like so much in the visual landscape of health care and pharmaceuticals. MetaDesign's 23 iterations of the company's logo play on the human chromosome, and enliven the climate of human genetics.