Logo and brand guidelines for Hello DNA

The brief

A DNA and genetic health brand has to explain something technical to everyday people. It needs a mark that hints at science without looking clinical, and written rules so the logo stays consistent wherever it is used.

What we designed

The symbol is a circular burst of short lines, each ending in a dot, arranged around a centre like a molecule or a network. The colours move from cyan through purple to magenta, which keeps it bright and approachable rather than cold.

The wordmark splits the name in two. “Hello” takes the same gradient as the symbol and “DNA” is set in grey, so the friendly word leads and the technical word supports it. The tagline The Master Blueprint Of Life sits underneath in a smaller bold sans serif.

The brand guidelines are a landscape book. The cover pairs the logo with large grey type and the symbol at a bigger scale, with a gradient strip along the bottom edge. Inside, the About HelloDNA spread uses a large purple circle for the heading and lists the brand’s three main components. The Logo Guide page shows the clear space around the logo, measured in fractions of the logo’s own height, so anyone placing it knows how much room to leave.

The same gradient strip runs along the foot of every page, which keeps the book recognisable even when a single page is shared on its own.