Problem

The logo that existed for the majority of Practichem's existence presented the company with less professionality that it really was, and completely lacked the sense of cutting edge, contemporary technology that we were building every day. The company desperately needed a branding update to convey the full concept of what Practichem and its products could be.

Goal

Create a new logo for the brand that would convey the contemporary capabilities of the company and its technology while conveying a concept of bioscience, or more specifically, the process of chromatography.

My Role

For this initiative, I took on the task on my own. I petitioned my coworkers and the company administration to officially sanction a logo redesign project for months and eventually won them over.

Process

I acquired some sense direction from Practichem's ownership and was able to solicit the beginning details of a concept of the brand's persona from several discussions with them. I took those concepts and went through numerous sketching, refining, and mocking into context iterations. I finally arrived at three strong options for the logo. At that point, I solicited feedback from the other members of the company and presented company ownership with the strongest candidate.

Concept 1

This concept was ultimately not selected to represent the company, however, elements of it did influence marketing materials and company signage for roughly one year.

Concept 2

The selected concept. Unfortunately, the decision to adopt this as Practichem's official new logo came a bit too late in the company's lifetime. Shortly after approving the new logo, the company dissolved. No business cards or marketing materials were ever printed with this logo.