Modumac Therapeutics is an emerging biotech aiming to revolutionize modern medicine. While the company may have a mission and expertise, it needs investors to fund the research to make developing these new pharmaceuticals possible.

Having a strong brand identity becomes key here. It not only catches the eye of potential investors but demonstrates a level a professionalism and polish that excites and conveys trust.

I first started with the brand logo. I tend to prioritize simplicity for a logo for several reasons: it’s often more memorable, it works better at any size and there is a level of confidence to it that over-complicated logos lack. For Modumac, we based the logo around the “M” and the circle represents a macrophage, a key cell in the company’s research.

The color pallet was largely born out of the process of elimination. Many colors, like red or purple, had connotations that didn’t fit a biotech company. I suggested a blue and green pallet and requested the CEO to pick his favorite, as it’s important to incorporate client preferences to ensure they’re as excited about the brand as I am. Blue it was.

For fonts, we decided to go with something more conservative to fit what is typical in the biotech space. The font Fustat satisfies this while still feeling contemporary and fresh.