BRAND MANNERS: Untwisting Complexity in Life Sciences and Healthcare.
The project’s first phase was to name and visually brand two new companies. 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 mid-2018.
With extensive experience and degrees in both law and medicine, the founder is uniquely positioned to lead a team that will grow close to one hundred experts in the healthcare and life sciences arena. I wanted to service this focused positioning with a spectacular brand language.
After I assembled nearly two-hundred names. HELIX was the most appropriate to the business, described by its tag-line, “Untwisting Complexity In Life Sciences and Healthcare.” The name VESTEX was chosen for the second company in the business of venture capital.
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 this helix as its source. This is the client’s core branding.
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 scalable, enabling massive roll-out into architectural applications.
What the client has gained is an alphabet — a language — that can scale into a virtually limitless library of ideas and imagery that integrates into environments, services, and products for years to come.
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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