A single idea inspires the entire visual identity: The biggest scientific advancements come not from huge leaps, but from small shifts that, over time, can inspire a change in perspective, new discoveries, and even human behavior.
Scientists are innately curious. We want the identity to spark curiosity in everyone who engages with it. The identity is designed to inspire “a-ha” moments whenever you see the brand—whether it’s through a hit of our logo on a business card, a poster on campus, a TV spot, or an annual report cover. Small shifts are baked into everything.