Logo Design and Visual Identity for Art and Science| Phenotypica

Project Overview

Phenotypica is my passion project: an art and science initiative that I co-founded with my partner. The project involved designing its logo and visual identity, ensuring a strong visual representation of its interdisciplinary nature, as well as the strong aesthetics that we had started creating in our artworks.

The name Phenotypica was proposed by my partner as a play on words, combining phenotype expression (the way genes manifest in an organism) combined with art. This concept reflects the project’s core mission: exploring the intersection of art, science, technology and artificial intelligence.

Logo Concept & Design

The logo needed to convey the interdisciplinary nature of Phenotypica, in the art, science, technology and artificial intelligence space, and the focus on genetics and evolution.

The logo is inspired by the peppered moth, a species known for its rapid adaptation to environmental changes caused by human activity. Before the Industrial Revolution, peppered moths were a mottled light grey colour, suitable for camouflage against birch trees. During the industrial revolution, birch trees became much darker due to coal smoke and pollution, leaving the peppered moth visible to predators. The peppered moth very rapidly evolved, in just a few generations, to a much darker pattern suitable for camouflage against polluted, darkened surfaces.

The logo captures the essence of change, with a stylized moth drawing that captures the complementary process of evolution.

Phenotypica is currently evolving to having three branches: art and science, design studio and AI consulting. The visual identity has evolved to include the three branches.

Deliverables

- Logo design.

- Brand collateral.