Virtuoso Therapeutics
Virtuoso Therapeutics is a pre-IPO pharmaceutical company that specializes in discovering and developing bi-specific antibody drugs to treat cancer. As a freelancer contracted by CanaleComm: An Ashfield Health Company, I was tasked with creating a lettermark and wordmark for Virtuoso Therapeutics with an extremely tight deadline. Using efficient work practices, I was able to deliver a design that the client and stakeholders were thrilled with.
Branding Virtuoso
Cancer is the uncontrolled division of abnormal cells in the body. In musical notation the end repeat signal (pictured right) denotes the end of a repeating phrase or passage. When I was tasked with rebranding Virtuoso Therapeutics I chose to take the musical part of their brand equity and expand it by using the end repeat signal as a way to signify their mission statement to end cancer in a visual way. I then customized the V from the font Didot to give the brand’s letter mark an added air of formality. I also chose to retain but modify the brands use of the color blue as their primary color.
Brand Discovery and Analysis
Virtuoso's old branding lacked cohesion and failed to effectively communicate the brand's unique value proposition. However, the brand's musical element offered a valuable opportunity to create a distinctive visual identity. Through a thorough competitive analysis, we gained a deeper understanding of the competitive landscape and identified areas of opportunity for Virtuoso to differentiate itself. We also conducted extensive stakeholder interviews to establish a clear tone and personality profile for the brand, which served as a guide for our design choices. Our goal was to create a visual identity that would not only differentiate Virtuoso from its competitors but also resonate with the target audience and effectively communicate the brand's mission and values while honoring Virtuoso’s brand equity.
Design Process
During the brand design phase, I began by sketching ideas that were inspired by musical notation, particularly the end repeat signal and the segno. My goal was to create a unique visual identity that would be recognizable and memorable for Virtuoso Therapeutics. After sketching out various ideas, I moved on to creating digital sketches to refine my ideas and establish a clear direction.
To create the letter mark, I customized the V letterform based on the Didot font. Didot was chosen for its formal semiotic reading and to give the brand an added air of sophistication. In addition to the letter mark, I also auditioned various typefaces to complement the logo. Avenir was chosen as a secondary typeface to give the brand a more modern look and feel.
The Pitch
During our pitch to the client, we presented three different logo variations, each drawing inspiration from musical notation and molecular structures. The first option featured the Segno symbol, representing repetition and molecular binding, in cool and analogous colors that ultimately made their way into the final logo. The second logo option used the up/down bow and pick/heel symbols, forming a V interlinked with itself to represent a double helix. This option also featured analogous colors, which made the V stand out. However, the final logo we presented was selected by the client, as it combined the "end repeat" musical symbol with a custom V letter mark and wordmark. The resulting logo was both modern and formal, simplifying their branding while still maintaining the essence of their brand equity. The client was thrilled with the final result and did not request any revisions.
A New Visual Identity
The final logo for Virtuoso Therapeutics is a perfect representation of the brand's mission statement to end cancer. It is both modern, formal and science focused, with a nod to the brand's musical heritage. The letter mark and wordmark integrate the "end repeat" musical symbol seamlessly, creating a clear visual representation of the company's mission. The customized V from the font Didot adds an air of formality to the brand's identity. The blue color that the brand had previously used as its primary color was retained, but modified to have a more modern feel. In context, the logo looks great on all materials, including both print and digital assets. It is a testament to the successful collaboration between the client and the designer, fulfilling the client's needs by conveying the brand's unique value proposition. The fact that the client loved the final logo and requested no revisions is a testament to the successful outcome of the branding process.