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.
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/1202c62e847487479fff6cf6_rw_600.jpg?h=d81af11b19faa238ce1e9388c1187ee3)
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/37123fe1ab367e3799b23566_rw_600.jpg?h=c30b30dd1d56890eab8fb08158d30b03)
Problem:
Create a logo for a genomics company that does not use the DNA double helix. At the request of the CEO, they did not want the double helix in the logo.
First Draft Mockups
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/18e4431f9c44142231d89551_rw_600.png?h=9c305129b27ada8b6e97f6d1448ce32d)
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/db6cfae09c54dfe312b93ad3_rw_600.jpg?h=9f3cd05c7a5f1058fcfac32931dabafe)
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
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/987946d60855af8d461b6d06_rw_600.jpg?h=ffb95ab07a51a6b73b36aa7c7c2867e7)
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/32fe38aaa4a012b85de82014_rw_600.jpg?h=c0262506c1f0819df6d1cdf1b05f0fbf)
3rd Round
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/804d5376afe671ab82f5976a_rw_600.jpg?h=3b839d9060ac42ac39c8f66948ce0597)
Final Logo
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/568596073c76eab5ffca7ed4_rw_1920.png?h=a2b63f95dcde342663b8f99bd0f32539)
![](https://cdn.myportfolio.com/a899d7cd2ba950e6e2ef4d54c68b6df1/cb828917e7659357d60cf919_rw_600.jpg?h=a9d383ecb4996924386b731e2f486214)
Logo outside the Directed Genomics Office.