The J. Craig Venter Institute building in La Jolla California is a great example of their personality and culture. It is a symbol that represents the science, vision, and overall mission of the company. The marketing team was challenged to develop a visual style that mirrored those same ideas that informed it’s design. The following is the result of that effort.
During the branding exercise we decided to move away from the full name and use the acronym, JCVI, as the focal point for a new logo. There are plenty of examples where the acronym is used in the company’s lexicon and within the industry—this arrangement makes it official. The move communicates the institutes’s confidence in itself and highlights the importance of it’s research. It honors the company’s history while boldly stating that it’s greater than the sum of it’s parts.