GeneDX

A genomics diagnostic leader gets a new brand visual identity at a pivotal moment.

The logo for Genex, displayed in black and white with the text 'Genex' in a stylized font. 
CASE STUDY  /  GENEDX

A strategic pivot and change of leadership is a critical moment for an organization. Showing a “fresh face” sends a clear and positive message to the marketplace.

GeneDx had a great platform and a noteworthy and big vision. The brand needed to be capable of reflecting that. We created a new mark for GeneDx that spoke to their diagnostic platform and combination of services.

Bold color sets allow for clean graphics and smart typography, with space for photography and information-dense illustrations. The resulting visual identity was seeded to grow with the company and their customers.

Services

Brand Visual Identity

Logo Design

Template Design

Colorful design with the brand name 'GeneX' and the slogan 'Better health from within' on a gradient background.
A webpage featuring information about GeneDx's genomic testing and sequencing services, including charts, quotes, and descriptions of their work.
Color palette grid with various shades of blue, green, purple, and gray in rectangular blocks.
Scientific researchers in a laboratory conducting experiments with DNA, viruses, and chemicals, surrounded by microscopes, test tubes, and scientific charts.
A collage of images depicting neonatal intensive care, medical research, laboratory work, and doctors. Top left shows a newborn baby's tiny hand with a bandage. Top right features a female scientist working on a computer with other scientists in the background. Middle left displays a researcher examining a card under blue UV light. Bottom left shows a hospital nursery with nurses attending to infants in incubators. Bottom right features a scientist analyzing DNA data on a computer screen.
Collage of digital presentation slides displaying branding guidelines, data charts, icons, color palettes, and usage instructions for GeneX, including a graph of test volume, logo usage, and visual identity standards.
Interior view of an office lobby with a white wall displaying the company name 'Genetx' in blue letters, a large green plant in a white planter, wooden wall panels, three black hanging lights, and a window showing a cityscape.
Two female healthcare professionals wearing coats with GeneX logos, one in blue scrubs and the other in white. They are smiling, and each has a stethoscope around their neck.
A smartphone displaying a Facebook page for GeneDx, a biotechnology research company, with a post showing a healthcare professional holding a baby, emphasizing personalized genetic diagnosis.
A person holding a white tote bag with the GenLx logo and the slogan 'Better health from within,' standing in front of a royal blue tiled wall.
Person holding a smartphone displaying the GeneX app with DNA graphics and the tagline 'Better health from within.' 
WRAP-UP

Evaluating brand equity is critical during the M&A process. is + at played an instrumental role in identifying and building upon GeneDx’s value, driving the rebranding process.

In 2022 GeneDx was acquired by Sema4, a a patient-centered health intelligence company. After the merger, Sema4 opted to amalgamate under the GeneDx brand, retaining the new visual identity created by is + at, as their masthead to build upon their expanded vision.

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