Designer: ЯÖThe Anagenix corporate identity was inspired by phyllotaxis which is an arrangement of crisscrossing spirals found in nature. The visual of this concept and everything Anagenix stands for has an interesting parallel of how they combine science with nature through innovation and discovery. The circles contained in the shape symbolise their brand values – the many partnerships, the scientific discipline, their expertise and trustworthiness. The colour palette was inspired by its NZ origins and nature. Looking at the world through this scientific lens of the phyllotaxis this identity has been designed to behave like a chameleon by taking on the form of the medium it is put on. It may applied with varying images from the NZ landscape and the natural products that may be in the pipeline. It may also be diecut to suggest the explorative nature of their business.
The logo communicate instant “medical” and “toothbrush”. If you add these to words its easy to think of a dentist - and thats what the logo is for. The tone of voice is clean, and the color is the code for “medical”. The toothbrush symbolize the Rod of Asclepius (Asclepius was the Greek god of medicine). He was holding a rod with a snake rapped around it. The snake symbolizes the snake bite, which was the worst kind of disease someone could have in the antiquity and very difficult to cure. However, Asclepius had the power to heal even the snake bite. This rod with the snake is known as the Rod of Asclepius and is even today the symbol of the physicians throughout the world.