A new benchmark for biotech
Protomio is a visionary yet grounded brand, poised to set new benchmarks in biotech, life sciences, and sustainability. The brand makes science accessible to everyone, with an organic and human-centered identity that drives effective communication and conversion, underscoring its commitment to scientific advancement and leadership.
Amid strong government support in the UK, Europe, and the US, private and public investment in biotech has reached unprecedented levels. Protomio is positioned to sustain this momentum, aligning with industry expectations while standing out to create brand recognition and attract individuals, investors, and institutions.
Concept & Strategy
Protomio serves as a wise partner, leveraging scientific knowledge to communicate solutions in a way that everyone can understand. The brand strikes a balance between showcasing its expertise and delivering just the right amount of information, ensuring clarity without overwhelming its audience. Protomio is always ready to explore uncharted territories in the industry. This approach aligns the brand with the archetypes of the Sage, symbolizing wisdom and knowledge, and the Explorer, embodying bravery, adventurousness, and innovation. Accordingly, the visual identity incorporates subtle yet impactful references to biotechnology, such as protons and cells.
Naming
Protomio is a compound name based on the words “Proto”, which stands for “first”, meaning origin and innovation and “Mio”, rooted in “meus”, hinting at possesion and control, such as in “mine”. The reference to a proton—the smallest unit of matter, inherent in every atomic nucleus of every element—relates the company to biotechnology. The “Mio” component emphasizes the brand’s deep connection and ownership over the scientific advancements it pioneers. It suggests that Protomio doesn't just innovate; it claims ownership of the breakthroughs and leadership it brings to the biotech industry. Combining a technical prefix with a softer, personal suffix creates a professional yet friendly tone. The result is a startup name which is easy to remember, spell, and pronounce.
Logo
Protomio’s logo directly relates to the biotech sector while remaining elegant, sophisticated, and distinctive. Inspired by life under a microscope, the isotype represents an atom embedded in a symmetric network of organized bio-information, giving the impression of growth and life. The three “o”s in the company name are echoed in the negative space of the logo, reinforcing brand recognition and cohesion.
Typography
Protomio utilizes Anek Gurmukhi and Lato, fonts that are highly adaptable for both large displays and smaller body text. A standout feature of Protomio's typography is the use of uppercase letters for H1 headings and presentation titles. The sharp terminals and tapered joineries of Anek Gurmukhi enhance distinction while ensuring high legibility.
Imagery
With life and the laboratory as fundamental inspirations, Protomio’s visual language combines cell-shaped forms with colorful highlights and inspirational black-and-white photography. The cell-shaped forms reflect the brand’s focus on the microscopic world that underpins all living organisms and much of the biotech field. The contrast between these vibrant forms and the black-and-white imagery creates a balanced and sophisticated aesthetic, indicating that while the brand is forward-thinking and innovative, it remains grounded in solid scientific principles and ethics. The inclusion of human figures in the photography further humanizes the brand, making it more relatable and emphasizing its commitment to improving human life.
Website
At the heart of the biotech startup's website is its forward-thinking technology, hinted at by the animated cursor in the above-the-fold section, which takes the shape of a leaf surrounded by a circle in the colors of the dynamic gradient. The combination of cell-shaped forms and black-and-white imagery of people and raw materials creates a user experience that is visually appealing and distinct from typical biotech websites.
Brand Communication
At the heart of the biotech startup's website is its forward-thinking technology, hinted at by the animated cursor in the above-the-fold section, which takes the shape of a leaf surrounded by a circle in the colors of the dynamic gradient. The combination of cell-shaped forms and black-and-white imagery of people and raw materials creates a user experience that is visually appealing and distinct from typical biotech websites.
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