The Whole Picture
Pacific Biosciences makes systems for gene sequencing and novel real-time biological observation. When looking for opportunities to help differentiate them, our team suggested their higher fidelity scans provide a look at the whole picture and the opportunity to better examine the complexity of biology. Incomplete or bluntly averaged data only paints a partial picture and leads to risk aversion and less than holistic thinking. Our design team's solution supported that notion with a dynamic window into all that is possible. A living logo that touches all living things. This unconventional branding approach will roll out over time–not that a hot pink brand mark is remotely conventional.
Jeff’s role: Creative Director
Logo / Photo Application
