The first part of the brand building process was to identify the company’s direction, emphasis and distinctiveness. Out of this research came the tagline, “Unlocking a cure for Melanoma.”
From this came the visual identity of a padlock being opened, creating a natural double-sided “C” graphic which formed the basis for the logo.
Pantone Warm Red is commonly associated with heat and danger, creating a strong psychological relationship to the problem the company is addressing, of skin cancer.
This was contrasted against the cool blue shade of Pantone Reflex Blue applied to the name, forming a two-color corporate signature. Since the company name is larger and thus more visually dominant than the logo, its representation as the cure makes it appear more dominant than the problem, building a natural statement simply by the placement of these two elements and colors used.
A tall, confident font was used to complement the logo. It’s crisp, modern angular lines are a good fit for the biotech industry. At the same time, soft rounded edges on the letters add a human touch that keeps the typeface from looking harsh. The “c” in the company name matches the look of the lock elements in the logo.
Stationery was designed to reflect a stable, well-managed company. Business cards featured a flood coverage of the warm red on the back, with the logo knocked out of the color for extra impact.
