GoKawiilRather than taking a logo-centric approach, designer Neville Brody built a visual grammar for the Allen Institute and let the logo follow. To rebrand the Allen Institute, designers thought horizontally instead of vertically.The nonprofit bioscience research institute, founded by Microsoft cofounder Paul Allen to map the human brain, had a perfectly sufficient logo that designer Neville Brody says was “at the heart of everything.” But Brody, a legend in the industry who has designed for Coca-Cola, Nike, and Channel 4, reimagined the Allen Institute’s new identity so “the brand is a platform” for a company’s activities.
Paul Allen’s bioscience institute gets a refreshingly playful new brand
Why This Matters
The rebranding of Paul Allen's bioscience institute highlights a shift towards a more dynamic and activity-focused visual identity, emphasizing the institute's innovative approach to scientific research. This change underscores the importance of adaptable branding in conveying complex scientific missions to the public and stakeholders.
Key Takeaways
- The new brand emphasizes the institute's activities over static logos.
- Designer Neville Brody used a visual grammar approach to create a flexible identity.
- The rebrand reflects a broader trend of innovative branding in scientific research organizations.
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