The Society for General Microbiology is a society in the United Kingdom for people and organisations that work in research and applications realted to microbiology (viruses, bacteria, fungi, algae, etcetera). Last week, it introdced a new brand identity, created by Firedog Creative in London.
The previous identity had multiple issues. It was outdated, poorly constructed and hard to use. The new brand identity is better prepred for digital environments. The icon took inspiration from the soft shape of microbes to create a soft M in different colour combinations. The name is set in the legible DIN Next Pro, which is also the new house typeface.
"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.
We’ve developed the brand mark in a series of colour combinations, which adds flexibility and interest. Each combination has been carefully created to work harmoniously with the pale blue tones found within the symbol. As the brand mark will only ever be used on white or light tinted backgrounds, the end result consistently conveys a bright, approachable brand that retains a clean, professional feel." - Firedog case study
Society of General Microbiology (archive)
Firedog Creative (archive)