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New Logo and Identity for Embark by MetaDesign

New

Noted Apr. 21, 2016 by Armin

Industry / Consumer products Tags /

About

(Est. 2016) “Embark, in partnership with the Cornell University College of Veterinary Medicine, will offer the world’s most advanced canine DNA test, promoting long-term animal health and wellness. The Embark Dog DNA Test will be the most comprehensive pet genetic test on the market, designed by the world’s leaders in dog and consumer genomics. The test will track over 200,000 genetic markers, offering ancestry analysis as well as an extensive overview of both genetic disease risk and heritable traits, allowing users to understand their dog’s health, plan for their pet’s future and provide their dog with the best personalized care possible.”

Design by

MetaDesign (San Francisco, CA)

Related links

MetaDesign project page on Behance

Relevant quote
Embark offers DNA test kits for dog owners. There’s science, lots of it, but also a healthy sense of play. The brand we created captures this duality with a bold, iconic form and a winking tone of voice. The variable logo showcases the differences between dog breeds but also their common ancestry.

MetaDesign project page on Behance

Images (opinion after)
New Logo and Identity for Embark by MetaDesign
Logo detail.
New Logo and Identity for Embark by MetaDesign
Icon variations.
New Logo and Identity for Embark by MetaDesign
Business cards.
New Logo and Identity for Embark by MetaDesign
Guidelines.
New Logo and Identity for Embark by MetaDesign
Packaging, render.
New Logo and Identity for Embark by MetaDesign
Packaging, real.
New Logo and Identity for Embark by MetaDesign
Ads.
Embark introduction.
Opinion

The simplicity of the new icon is so great and despite being "dry" it has a wonderful playfulness to it, mostly due to its shape looking like a balloon dog. I initially dismissed the different ways of rendering the icon as being gratuitous in forcing "flexibility" where none was needed but their simple explanation above convinced me about their relevance. And they look fun, so why not? The wordmark, though, that's a bit of a head-scratching train wreck. I get it that they were trying to imbue the wordmark with the angles of the icon but that "m" looks absolutely terrible and the "r" looks completely alien to the rest of the letterforms — the wordmark looks especially weird small on their website's header, it looks as if a building collapsed unto its center. Granted, there are worse typographic crimes out there but this one seems so… off and unnecessary. Overall, the brand is clear about being for dogs and having a scientific bent while coming across as accessible.

Thanks to Ryan Nordyke for the tip.

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