Brazilian-American Life Sciences Association
Project commissioned by two Brazilian scientists, CEOs of tech-science-related companies in the US. They idealized the Brazilian-American Life Sciences Association (BALSA) as a non-profit organization that aims to connect, support, and empower Brazilian scientists pursuing careers in the US.
BALSA, in Portuguese, means ferry boat, so they smartly use the acronym to represent the ludic aspect of transporting someone to their dream professional achievements, and they gave the challenge of creating an identity system for an innovation science niche, yet with visual roots in Brazil.
A precise logo was draw, within a deep creative concept connecting one of science’s symbol with the brand symbolic logo, which englobe the double helix, the letter B, a fill representing a ship hull and the bright happy colors of Brazilian Flag (green, yellow, blue), with the navy blue (no pun intended) being one of the brand's constratating colors (background).
The polychromatic choice is a powerful communicator of the brand personality and roots, and, besides differentiating in the competitive landscape, acts instantly in the receptor's minds, relating science and Brazil in a friendly and approachable way.
The double helix graphism was drawn to support all the brand’s manifestations and to be an opportunity to utilize the colors without compromising the brand’s clean look and feel.
The colors were systematically adjusted so the icon can work well on both dark (full navy blue) and light (pure white) backgrounds, enhancing versatility and giving the logo shine and engagement. Consequently, defined the predominance of the white in collaterals, clean white spaces, and modular thinking, aligning the communication with the niche and making the brand’s materials unforgettable to the public. A brand driven by science, yet cheerful and run by real people who are considerate and thoughtful.
