SCIOS Inc. : A new team, and a fresh start

A use of identity, by a leader

New: the "Helix" logo

Launched: May, 2001

Story in brief:
A new Board and new management seek to reverse a history of failure, push for financing and build excitement for this biopharmaceutical company's first major product launch. That's a prescription for an identity change. It helps if the new CEO can't warm up to the old logo.

Credits:
C.E.O. - Richard Brewer
Identity counsel - Kapner Consulting
Identity design - Roger van den Bergh

First Impressions:
It's a simple, straightforward but fresh solution... a positive curve, rather than a (cliche) helix. A quibble: did the curve have to run in front of the wordmark in the linear one-color version, while behind it in the color version? The discrepancy bothers me just a little. A big plus: the way Roger uses the logo as a graphic organizing device in stationery and other applications.