A DYNAMIC IDENTITY THAT TELLS THE STORY OF GENETIC RESEARCH

Generative visual language, offering endless possibilities for corporate identity branding.

Project background

The Systems Genetics group is part of the University Medical Centre Groningen (UMGC), one of the largest hospitals in the world. The group is a world renown, but small player in the field of genetic research. As their research is at the pinnacle of current developments, it is important for them to be recognised as a world leader in the scientific field. We developed a visual identity helps them attain that goal, with elements that visualize a human body referencing the ultimate goal of Systems Genetics: gaining full insight into the human body.

Client

Challenge

Creating an innovative identity for a group that has an ever changing composition and expanding product portfolio

Target audience

Scientific (peer) researchers, policy makers, politicians

Solution

Dynamic visual identity that offers endless visual outputs for each research group, product or individual

Result

A highly recognisable identity that offers individual freedom without losing it bonding overall structure

Design

The human body is made up of many different elements such as molecules, DNA code, RNA and proteins. We used these elements to create individual abstract icons to form the basis of the visual identity.

Just like in the scientific process, the elements are sorted and layered in order to create meaning, using a 3D sorting system.

‘Unsorted’ elements roam in a dynamic/organic fashion through the 3D world. In addition to the generative identity, we applied the same method to the typography by using the outlines of the glyphs. The headline and display font is automatically rendered using the same icons.

Identity Elements

Powerpoint intro

Stationary

Website

Website Screencast

Generative interactive font

The moderator of the website can simply adjust the titles of the webpages within the CMS. The front-end of the website then translates the input into a 3D interactive typeface.

Technology

Three.JS

Title blocks are drawn in a canvas context to compute text in a raster-grid. This grid is processed by Three.js order to generate three-dimensional representations of the text. These images are rendered with the help of a set of predefined but randomly selected symbols in order to produce generative identities.

Processing + Kinect

We made scans of the employees of the Systems Genetics group using the depth camera of a Kinect camera. We then visualized the faces while using the symbols of Systems Genetics with Processing.

Result

Awards