It Is In Your Genes Dynamic Identity is an innovative brand identity system designed for a genotyping service, created by Hungarian designers Bianka Földi and Robert Válóczi, which won the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design category. This sophisticated visual identity system ingeniously translates genetic concepts into graphic design elements, utilizing a specially designed Morse code alphabet that can represent any word visually, transforming a conventional static logo into a dynamic, adaptable identity system. The design's cornerstone is its representation of the DNA double-helix structure, where custom-designed Morse codes are arranged to mirror this iconic biological form, creating a perfect synthesis between the service's scientific nature and its visual representation. The identity system extends beyond mere logo design, encompassing a comprehensive brand experience that includes elegantly designed packaging for DNA sampling tools and personalized patient cards featuring individual names written in the custom Morse code alphabet. This innovative approach to visual communication effectively bridges the gap between complex genetic science and accessible brand identity, demonstrating how scientific concepts can be transformed into meaningful design elements. The system's ability to generate unique visualizations for any word while maintaining consistent brand recognition showcases its exceptional flexibility and functionality. Recognized for its creative excellence through the prestigious A' Design Award, this identity system represents a significant advancement in dynamic brand design, particularly in the scientific services sector, where it successfully combines technical precision with aesthetic sophistication to create a memorable and functional visual language.
dynamic identity design, genetic visualization, morse code typography, scientific branding, DNA-inspired graphics, adaptive logo system
CITATION : "Adam Dawson. 'It Is In Your Genes Dynamic Identity.' Design+Encyclopedia. https://design-encyclopedia.com/?E=448614 (Accessed on April 23, 2025)"
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