Backed by the proven science and research of genetic testing, Genotype is a health management program made with a person’s unique genetic makeup in mind. There is a growing market for tech and smart testing which caters for health-conscious consumers. Genotype needed an approachable, trustworthy identity combined with visuals that would convey the proven science underpinning their brand. These competing demands were achieved with a combination of clean geometric styles and energetic colors. Graphic elements were then added to strengthen the visual connection with the brand and introduce the chromosome as the brand mark.