SEED Biosciences is a Swiss award-winning startup providing innovative solutions for single cell assays. The startup created Dispencell, a pipetting robot enabling scientists to precisely isolate single cells. This groundbreaking technology is fast, intuitive and reliable, thus offering new perspectives for the market of personalized medicine.
The startup commissioned Studio Catana to create its new visual identity including the stationery, packaging, robot application interface and website. A cohesive approach to colour, typography and visual language was developed throughout the various communication materials. Studio Catana created a simple and abstract representation of the innovative technology which highlights the user-friendly product. The cells distributed one by one in a microwell plate are represented by the simple shape of plain magenta dots. This visual system thus perfectly echoes the start-up’s claim – “One click, one cell” – and is a key identifier for the client and its communication materials. The typeface family Greta Sans designed by Peter Bil’ak sharpen the identity and sets the tone by being confident and convincing. Various custom icons inspired by the typeface has been developed for the robot application. A range of templates were also designed, enabling the startup to create proposals and presentations in a coherent visual language. Straightforward and modern, the identity stands apart from the communication of many competitors, which generally include a more illustrative visual language.