It Is In Your Genes
This brand identity was created for a genotyping service, by which predisposition to possible genetic diseases can be detected. Just like the DNA structure, the design concept was also built upon a system of codes, namely specially designed Morse codes representing the letters of alphabet. Any word can be visualized this way, turning a static logo into a dynamic identity. The logo, which is the name of the Client written by the codes, takes the double-helical structure shape of the DNA. This is how the business of the Client is reflected both conceptually and visually in the identity.
It Is In Your Genes Dynamic Identity by Brand Bar Communications was featured as an outstanding example of communication design by the A' Design Award. It Is In Your Genes Dynamic Identity received the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design in 2023. The A' Graphics, Illustration and Visual Communication Design Award is an international, jury-voted, fair and ethical design recognition program which rewards superior design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
