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.
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