Romanian Society of Pharmacology,
Therapeutics and Clinical Toxicology

June 9, 2009

It is surprising and refreshing to see a deadly serious, science-driven professional association expressing its presence with such warmth and humor.  Its brandmark already has a nickname -- El Raton.

In my own work with a client in this field (Harlan Laboratories), I have come to know and admire the personally courageous scientists who work with animals to advance and protect human health. Their commitment  to animal welfare is sincere, and meaningful -- to use as few animals, and as compassionately and indeed respectfully, as possible. The 120 Romanian members of SRFTTC (to use its Romanian initials)  evidently share these values.

In response to its growth and increasingly international exposure, SRFTTC felt the need of a more distinct image and "a better illustrated message. " With little budget, through a previous client they approached Grapefruit, one of Romania's outstanding branding firms:  could Grapefruit consider at least helping them with some ideas, pro bono?  (The actual contract was 1 Euro.)

Marius Ursache, Grapefruit's creative director (and a Contributor to Identity Forum as well) tells the design story:  "This is a solution that came to my mind among the first attempts to draw something, but I did not develop it, since I thought the society members (older doctors, professors) would surely reject it. I sent some more traditional concepts; but in the end I sketched the mouse, just to show it to our client, who was helping them, as a fun & daring idea. She was then crazy enough to show it to their board, and it generated an unexpected WOW effect that further led them to choose it as the final logo."

It is clear, in the Society's presentation to its professional audience, that in the face of sensitive issues its leaders knowingly share El Raton's confident, positive attitude. Said Professor Voicu, its President:

"The meanings of El Raton cannot be missed by insiders in the field; however it is worth noting some of them:

* the therapy aiming at patient needs;
* the permanent duel between medical research and various diseases;
* the competition in the pharmaceutical world;
* the combat of small experimental animals with disease, for science’s sake;
* growing opinion against the use of living biologic material for testing;
* last but not least, a light-hearted, self-ironic view vs. the traditional seriousness of the field.

"The mouse, as a tool of experimental research, is a small hero, but one that has led to large scientific progress. On the other hand, the new logo also points to the beginning of a fight for replacing living animals with alternative methods in experimental research, as already promoted  throughout Europe by ECVAM (European Center for Validation of Alternative Methods). From this perspective, I believe El Raton appears also as a symbol of the new trends in experimental scientific research."
 

Credits:
CEO:  Prof. Victor Voicu, President of SRFTTC
Design:  Grapefruit; Marius Ursache, creative director
 

First impressions:
Design: From a functional standpoint, what's not to like? Type, color, shape and symbol/wordmark relationship are unexceptional.
Strategy: I cannot judge the need for a more visible presence; obviously, in this category high visibility brings some risks. But if that's what you need, and you are stuck with a name of 27 syllables, then you need a high-impact symbol.  El Raton certainly qualifies.
Two questions remain:
Is light-heartedness of value, in this traditionally (and one might think necessarily) serious arena?
Is it wise, or necessary, to make "animals" the hero of the brand? Animals  are a means, not the end; others in the field seldom use even the word (animals are "research models").
Wise or not, I find it courageous and appealing. These people have every right to take pride in what they do for us.