Early Design Explorations:
Metamorphosis of DNA helix into the shape of New Jersey:
The Biotechnology Council of New Jersey is a trade association that works as an advocate to promote biotechnology in the Garden State. Roessner & Co. was engaged to create a new graphic brand for the organization, as well as a tagline. Working with their management team, the decision was made to shorten the group's name to "Bio-NJ." We designed several concepts but ultimately settled on a unique design that uses the DNA double helix to suggest the outline of the shape of New Jersey coupled with the intentional double meaning of the tagline "Advancing the State of Biotechnology."
Previous Brand Identity: