Singapore – Geneo, the life sciences and innovation cluster for CapitaLand, has unveiled a new brand and visual identity which positions the brand as a destination “Where Ingenuity Comes to Life”, fostering the next generation of innovators, scientists and researchers to create positive impact.
Conceptualised alongside WPP’s Design Bridge and Partners, the new visual identity positions Geneo as a space that draws in a community of future-makers engaged with each other, at work and at play, a stage for human ingenuity.
The name, Geneo, is inspired by the word ‘ingenuity’, with ‘gene’, the building block of sciences, embedded in it, as well as creating a moniker for the next generation of scientists – Generation Neo.
It is designed to capture the modern, collaborative approach in emergent science and technology, a visual representation of the organic nature of networks and interconnectivity. Reflecting the experience of the new cluster, these pathways could be organic, physical, social or digital, building and strengthening scientific communities in Singapore.
Said vision is represented by the Geneo logo, which features a merging of DNA symbols as another nod to life sciences at the core of the brand, and a spark – an expression of the origins of life and innovation.
Scott Lambert, creative director at Design Bridge and Partners, said, “Big briefs like this can only be solved by a clear and compelling idea – these are the projects that get us excited. We were endlessly impressed by the insight, candour, and in the right moments, the courage of our senior client team, which set us up for success in name creation, strategy and design.
He added, “We mixed optimistic category cues, with bold moments of the unexpected. The spark is an ageless visual metaphor – representing the location, research and innovation conducted within, and also the vibrancy of the lifestyle offer. From there the design system literally ignites in motion and expands into a visual landscape. We’re all so excited to watch it grow.”
