• US$150

• 206 designs

• 57 designers

---

Logo Design Brief

Logo for new online platform, Grey Genetics: a two-sided marketplace for connecting information-seeking consumers of genetic testing with relevant experts.

More about the product:
Grey Genetics is an online platform where individuals who are either considering genetic testing or have already done genetic testing can talk to an expert (a genetic counselor). There are ~70,000 genetic tests currently on the market with 8-10 new genetic testing products entering the market daily. These test are mostly unregulated by the FDA. Increasingly, genetic tests are marketed directly to consumers. While genetic testing can have great value and impact medical care, marketing materials typically oversimplify the risks, benefits, limitations and implications of genetic testing. Media headlines related to "the gene for" also reinforce the idea that genetics is black and white, when really there is a lot of GRAY. Lots of nuance and complexity. This is the idea that Grey Genetics is supposed to convey.

I chose GREY GENETICS with an E rather than an A simply because I think it looks better visually to have three Es in the name. The fact that 'gray' can be written two different ways is also a (nerdy) reference to a common concept in genetics: there is a lot of variation in genetic code from one person to the next, and most of it is completely normal. You can spell Gray either way and it doesn't change the meaning of the word, the sentence, the chapter--or how good a book is.

Physicians are seldom well educated in genetics. Individuals seeking to connect with a genetic counselor online may not have access to a genetic counselor in their community or may want to avoid the hassles of the healthcare system. Some will be contemplating genetic testing on the market related to fertility and pregnancy planning. Others will be pregnant and have a genetic test report in hand from a physician who may not have a good understanding of the test that was ordered. Others may have a personal or family history of cancer, sudden cardiac death or other conditions that may or may not have a hereditary component. Some individuals will be looking for a better explanation of options and results but also psychosocial support, wondering how to talk about testing options or results with family members. Others (perhaps especially males) may never seek out a "genetic counselor" based on the word 'counseling' being included, which does not sound medical or necessary, but will be drawn to Precision Medicine or Personalized Medicine and will come to Grey Genetics seeking a consult from an expert.

Back to the logo:
Because of the above, it's important that the logo communicate both warmth and professionalism, that it not look like a logo designed for a product geared only toward women but that it also not look overly masculine or cold. In addition to the scales below-- subtle rather than bright; quiet rather than loud; serious rather than playful; elegant rather than sporty; secure rather than adventurous.

Target Market(s)

Information-seeking people curious about genetics who are willing to pay out-of-pocket to consult with genetics experts. In many cases, this may be individuals who have already had direct-to-consumer genetic testing done (ex. 23andme) or had testing ordered through a healthcare provider but are seeking information beyond what their physician was able to provide.
I was forced to check one industry below, but I think this is at the cross-section of healthcare, consulting and education.

Industry/Entity Type

Health And Wellness

Contact Information for Business Card

Please include company/logo - spot for my name, email, and telephone number (i will message you this info privately to fill in)

Logo Text

Grey Genetics

---

Logo styles of interest

---

Font styles to use

---

Colors

Designer to choose colors to be used in the design.

---

Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

---

Requirements

Must have

• - I'd like the logo to be at least primarily gray or shades of gray (consistent with the name).
• - I think a touch of color (blues or aqua family) could make it interesting.

Nice to have

• - I like the idea of a logo that plays on the two different possible spellings of Grey/Gray (although I don't have any idea how that could be done creatively and well).
• - Possibly it could work to have a font/logo with some fuzziness/soft focus (ex like FOCUS FEATURES and their 'O').. Again--reject if you think that's a bad idea.
• - I'm open to Grey Genetics (with a space) as well as GreyGenetics (without a space).
• - Possibly something playing on the two "Gs" could be interesting - but I think I do need something with the full name written out that communicates the full name (which is also the URL)

Should not have

• - My initial brief said that I would rather not have a double helix as an image because I find that this is so overused in genetics-related companies. Getting feedback from would-be users of the site who are not familiar with genetics, though, many like the double helix. So if a double helix is used, I would prefer that it be more subtle and abstract. (If you do a quick search, I think you'll see so many genetics companies logos that use a double helix - that's the look I want to avoid.)

---

Files