University of Leeds
MicroMimetics
Fusing scientific precision with organic biology
The challenge
MicroMimetics is a newly established biotech business unit operating out of the University of Leeds. The venture brings together an interdisciplinary team of biologists and engineers to create a simulation of the human or animal gut microbiome. This pioneering technology promises a wide range of research applications in health and nutrition, allowing as it does, the study of variables in complex organic systems under controlled laboratory conditions. As MicroMimetics emerges from the laboratory to become a commercial venture, the team approached ThreeTenSeven to develop a brand identity that would help them talk about their unique offer and support further growth.
Our Approach
The focus of the new brand is a logo mark that synthesises the two essential elements of MicroMimetics’ work – the hard edges of scientific and engineering rigour, along with the softer organic forms of biological organisms. The glass structures used as an illustrative background reflect the in vitro nature of the technology itself. Meanwhile the vivid pink defies biotech sector norms by avoiding blues and greens and helps to set MicroMimetics apart as innovators and pioneers.
