Shape That References The Subject Matter
A design detail that stands out about the 23andMe logo is its ultra-minimalist shape. A crisscrossing pair of colored lines, this is an unusual logo approach.
The company uses this simple shape to call attention to the subject matter of its work: DNA and chromosomes.
It is fitting that the company uses the shape of human chromosomes in its logo because it is a company that genuinely cares deeply about the research. According to an account of its institutional history, 23andMe invests significant effort in DNA research activities. 23andMe has published well in excess of 90 scientific studies in academic journals. Its data collection activities are massive, based upon the customers who opt-in to have their data used for research.
All this serves to advance the scientific knowledge base from which the entire medical profession can learn.
DNA research of this sort could lead to scientific breakthroughs in how diseases are diagnosed and treated. Already, 23andMe’s work has led to genetic breakthroughs in breast cancer research, asthma research, and other branches of medicine.
The choice of shape in the company’s logo, therefore, reflects a deeply research-oriented company. In addition, the two chromosome-like lines are a nod to other medical geeks who care just as passionately about the subject matter.
The logo is a celebration of a culture that’s more scientific than anything else, almost as if the process of being a business comes second to the fact of doing DNA research.
Rather than go with a more corporate-looking shape to satisfy the adults in the room, the lab scientists at 23andMe would rather dispense with the formalities and get right into the science.
For its audience of lovers of science, however, this logo is comforting and quite natural. The familiar shapes of chromosomes and DNA strands are what excites them.