This is a custom logo designed for a DNA testing facility in northern NJ, just outside New York City. Because the client often had customers from New York, they wanted to brand the company in a way as to appeal to potential clients on both sides of the river.

 

I chose a circle as the shape for its iconic nature and easy transferibilty to stickers. The font was chosen to resemble fonts commonly seen on NYC signs, public transportation, and other common elements of the constructed visual environment encountered on a daily basis. It is sleek and simple. Meanwhile, the double-helix and stylized multi-colored lines add the impression of movement and diversity, genetic or otherwise.