Identity Design:
Emulate Source

A Digital Ecosystem for Human Emulation

The “Source” app ecosystem will enable researchers to use Emulate’s Organs-on Chips technology collaboratively and effectively.

Led by the talented Marty Laurita, we worked to establish a visual identity for a suite of software products and services that will continue to grow over time.

Naming Considerations

During the development of several digital products, it became clear that the Emulate team was creating a suite of tools that needed a parent with a singular name. These keywords serve as guideposts to help steer the brand.

Flow
Resource
Ecosystem

Centralization
Data
Expandability

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Logo Mark

The brand mark has rotational symmetry of order 2, creating an “S” shape from the two flow lines.

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Word Mark

Pairing with the brand mark, the open-source font “Rubik” was used to complement the curves and fluidity of the the brand form.

Once the procedural shape was locked, the brand mark went through some optical modifications to smooth corner transitions and make the image more pleasing to the eye.

Color Usage

The Emulate company logo contains a gradient from a light to dark blue. Drawing from that inspiration, the source brand mark echos this gradient using block colors.