Directed Genomics is subsidiary company of New England Biolabs that uses genomes to research medical treatments. They were reaching the stages in their development that they needed a look to set themselves a part from New England Biolabs. The only hint provided was that sometimes when they imagined their logo, it had a leaf in it.
First Draft Mockups
After exploring the leaf idea, I discovered that a capital D and G can be merged together in several interesting ways. A monogram is also a traditional and professional logo for a company dealing with such serious things as medical treatment. Ultimately the team really liked the use of the G being combined with an upward sloping arrow. This worked well as double entendre: the arrow was a visual representation of “directed” as well as the upward progress of genomic research.
The client responded most to the D/G logo, but wanted more balance in the words "Directed and Genomics." For the second round of mockups, I provided options that addressed these wishes.
I also wanted to encourage them to chose an options without the gradient, because I believe it will cause difficulty later on if they were to embroider the logo on lab coats or screen print it.
Second Round of Mockups