Tag Archives: science

HELIX and VESTEX

BRAND MANNERS: Untwisting Complexity in Life Sciences and Healthcare.

A well-known and highly-regarded figure in Europe founded two companies that will light the stage for others on the most advanced edges of Healthcare and Life Sciences. With extensive experience and degrees in both law and medicine, he is uniquely positioned to lead a team that will grow close to one hundred experts in the healthcare and life sciences arena.

My work was to name and visually brand the two companies as the first phase. The second phase takes place once construction of a new seven-floor building has been completed and the branding can be continued into the interior architecture in early 2018.

After I assembled nearly two-hundred names, we chose HELIX as the most appropriate to the nature of the business, described best by its tag-line, “Untwisting Complexity In Life Sciences and Healthcare.” For the second company, that will invest in new startups, the name VESTEX was chosen.

For the visual element I chose the Coxeter Helix, a tetrahelix with outstanding visual potential and power. Every part of the visual identity uses the element designed using the Coxeter Helix as its source.

For HELIX and VESTEX I configured the helices into humanist forms, that would remain faithful to their wide and deep meanings as well as their visual excitement and flair. The helix element is eminently scalable, as malleable as clay, as pliable as wire, enabling massive roll-out into architectural applications.

What I have created is an alphabet — a language — that can speak in fresh voices for many years to come.

(more on Graphic Design Page)

Live in Mystery

WE NOW KNOW ENOUGH to know that we will never know everything. This is why we need art:
it teaches us how to live with mystery. Only the artist can explore the ineffable without offering us an answer, for sometimes there is no answer. John Keats called this romantic impulse ‘negative capability.’ He said that certain poets, like Shakespeare, had ‘the ability to remain in uncertainties, mysteries, doubts, without any irritable reaching after fact and reason.’ Keats realized that just because something can’t be solved, or reduced into the laws of physics, doesn’t mean it isn’t real. When we venture beyond the edge of our knowledge, all we have is art.

But before we can get a fourth culture, our two existing cultures must modify their habits. First of all, the humanities must sincerely engage with the sciences. Henry James defined the writer as someone on whom nothing is lost; artists must heed his call and not ignore science’s inspiring descriptions of reality. Every humanist should read Nature.

At the same time, the sciences must recognize that their truths are not the only truths. No knowledge has a monopoly on knowledge. That simple idea will be the starting premise of any fourth culture. As Karl Popper, an eminent defender of science, wrote, ‘It is imperative that we give up the idea of ultimate sources of knowledge, and admit that all knowledge is human; that it is mixed with our errors, our prejudices, our dreams, and our hopes; that all we can do is to grope for truth even though it is beyond our reach. There is no authority beyond the reach of criticism.”Jonah Lehrer via Maria Popova

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