Leaps by Bayer
Leaps by Bayer is spearheading a movement to make paradigm-shifting advances in the life sciencesMore Info Hide Info
Insight - Objective
Development of a cutting edge brand expression within the bio lifescience industry covering core brand tonality, recruitment and all facettes of external communication.
Concept - Methodology
Using the intellectual leverage of our key creative network we have developed a differentiated positioning within the bio lifescience market and developed an executional expression across naming, CI, architecture, film and other communication formats. Even though the company is rooted within its mother company Bayer, the biotech incubator embodies start up characteristics, such as speed, risks and breakthrough innovations. To illustrate these features as well as the incubator’s relationship to Bayer in form of a logo, we positioned the original Bayer logo at the right side above the new lettering, thereby letting stand the new companies name all by itself and preventing Bayer from being visually too prevailing. Cc decided to use an elegant and classical lettering in order to distinguish itself from common biotech companies.
Output - Impact
The final name became "Leaps" – the logo convinces with simplicity and embodies the literal meaning of "leaps" (= jump). Cc compiled a comprehensive Corporate CI manual on how to use the logo and typeface.
Dr. Malcom Evans
Dr. Robert Langer
2015 - ongoing