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New Logo and Identity for Society for General Microbiology by Firedog
 

before

after

Noted Mar. 26, 2014 by Armin

Industry / Health Tags /

About

(Est. 1945) “The Society for General Microbiology is a membership organisation for scientists who work in all areas of microbiology. It is the largest learned microbiological society in Europe with a worldwide membership based in universities, industry, hospitals, research institutes and schools. The Society publishes key academic journals in microbiology and virology, organises international scientific conferences and provides an international forum for communication among microbiologists and supports their professional development. The Society promotes the understanding of microbiology to a diverse range of stakeholders, including policy-makers, students, teachers, journalists and the wider public, through a comprehensive framework of communication activities and resources.”

Design by

Firedog (London)

Related links

Firedog case study

Relevant quote
Our initial brand mark development focused on the circular, soft shape of microbes. Retaining the roundness of early designs, the brand mark evolved into an M device that subtly hints towards microbiology without being overly explicit. This abstract design serves to attract a wide range of people. Most importantly, the brand mark has very strong legibility. It is simple, bold and striking, making it highly suitable for both print and digital domains.

Firedog case study

Images (opinion after)
New Logo and Identity for Society for General Microbiology by Firedog
Logo detail.
New Logo and Identity for Society for General Microbiology by Firedog
Color variations. Single-color version, not so good.
New Logo and Identity for Society for General Microbiology by Firedog
“The soft shapes are inspired by the brand mark and are the visual identifiers of microbiology.” Also acceptable: blobs.
New Logo and Identity for Society for General Microbiology by Firedog
Collateral.
Opinion

I welcome the blobs as a respite from the overly minimal and crisp executions we see regularly but the "M" is not overly convincing in its execution and the DIN wordmark feels too heavy and long. Overall, it's decent but could be decent-er.

Your opinion…

On Execution


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