WPP global creative company, Design Bridge and Partners, has partnered with CapitaLand, one of Asia’s largest diversified real estate groups, to create a brand for Geneo, a new $1.4bn life sciences and innovation cluster at Singapore Science Park. The new brand positions Geneo as a destination “Where Ingenuity Comes to Life”, fostering the next generation of innovators, scientists and researchers to create positive impact.
Geneo marks the latest phase in CapitaLand’s multistage rejuvenation of Singapore Science Park, home to more than 350 multinational corporations, homegrown companies, start-ups and laboratories. Created in anticipation of the future needs of Singapore’s knowledge-based economy and with sustainability at the core of its design and operations, Geneo will host workspaces, labs, serviced apartments and retail for researchers and scientists in healthcare, deep tech and digital transformation.
Design Bridge and Partners created a brand that positions Geneo as a space that draws in a community of future-makers engaged with each other, at work and at play, a stage for human ingenuity. The name, Geneo, is inspired by the word “ingenuity”, with “gene”, the building block of sciences, embedded in it. A moniker for the next generation of scientists – Generation Neo.
The identity is designed to capture the modern, collaborative approach in emergent science and technology, a visual representation of the organic nature of networks and interconnectivity. Reflecting the experience of the new cluster, these pathways could be organic, physical, social or digital, building and strengthening scientific communities in Singapore. This vision is represented by the Geneo logo, which features a merging of DNA symbols as another nod to life sciences at the core of the brand, and a spark – an expression of the origins of life and innovation.
The flexible identity system in a vibrant blue and orange colour palette and a graphic language that captures the variety of Geneo’s experiences extends to appear throughout the cluster’s environments, online, in print and on merchandise.
Scott Lambert, Creative Director, Design Bridge and Partners, said: “Big briefs like this can only be solved by a clear and compelling idea – these are the projects that get us excited. We were endlessly impressed by the insight, candour, and in the right moments, the courage of our senior client team, which set us up for success in name creation, strategy and design. We mixed optimistic category cues, with bold moments of the unexpected. The spark is an ageless visual metaphor – representing the location, research and innovation conducted within, and also the vibrancy of the lifestyle offer. From there the design system literally ignites in motion and expands into a visual landscape. We’re all so excited to watch it grow.”