Problem
Rev Genomics uses computer modeling to identify the genes that regulate the production of CBD, THC, and terpenes (aromatics). The founders are plant geneticists who left academia to pursue their passion. As a new company in an emerging market, Rev needed to build a brand that communicates their revolutionary place in cannabis research.
Solution
Graveflex created an identity system for Rev Genomics that breaks free from the traditional ‘stoner’ associations of the cannabis industry, and leads with data science. We continued growing their design system to include a website, business card, and t-shirts for their brand relaunch.
Sketches and Concepts
We began by interviewing the Rev stakeholders, and sketching out hundreds of ideas. We looked at competitors and partners to inform Rev’s position in the cannabis market.
Rapid Prototyping
From our foundational sketches we narrowed down to three directions: Concept 1, Concept 2, Concept 3.
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Minimal Letterform
We continued exploring a minimal letterform that subtly references a computer modeling and genome visualization. This approach echoed Rev Genomics’ values as an iconic, adaptable, minimal, and technical solution.
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Final Version
The final mark communicates the value of Rev Genomics' offering. The classic minimalist mark was built to grow with them as they become a dominant force shaping the future of cannabis.
R 237
G 237
B 237
#efefef
C 5%
M 3%
Y 3%
K %
R 47
G 209
B 178
#2fd1b2
C 65%
M 0%
Y 42%
K %
R 5
G 69
B 147
#054593
C 100%
M 84%
Y 11%
K %
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To
#2FD0B2
#6081FF
