A pioneer in the field of personal genetics, 23andMe needed a brand that would appeal to consumers without losing its scientific credibility.
The identity created by MetaDesign is unique within the stark healthcare landscape. Comprised of 23 distinct yet visually unified logos, it references the building blocks of DNA in a friendly, approachable way.
“The identity successfully reduces the intimidation associated with the field of personal genetics, thus distinguishing the brand in an emerging and exciting field.
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