Play blend biology with textured illustrations in their emotive identity for Arcadia Science

Arcadia Science is a research and development company leveraging the biology of non-traditional organisms such as ticks, poisonous frogs and algae. In need of an identity to echo their mission, push the boundaries of open science and innovate at every stage of the research process, the company approached Play. In response, the San Francisco-based design studio have provided a rich visual language which combines the company’s experimental vision with charming character. The resulting design system is grounded in an abstract representation of the tree of life – a mark that was carried over from the original brand with a few adjustments, such as increasing line weight to improve legibility. The identity’s concept further links to the significance of the tree as an ancient, cross-cultural paradigm for connecting all forms of creation. “We built upon this idea for the brand’s conceptual foundation,” Founder and Creative Director Casey Martin tells us, explaining the thinking behind the identity’s concept, “experimentation, research, and evolution were a few of the ideas that grew from the existing logo and ultimately became the roots for the brand system.” Furthermore, the wordmark sees the introduction of a new typeface, Favorit Light, to establish a strong visual relationship between it and the symbol. For the leading brand typeface, Play specifically selected Suisse Int’l due to its roots in Swiss style – a movement that espoused the objective presentation of information – as well as for its clean and professional authority. Rounding out the typography is Suisse Works, chosen for its elegant, balanced proportions and legibility; and Suisse Int’l Mono for labelling and other supporting roles.