MA Biodesign

Chosen to design the identity for the Central Saint Martins' MA Biodesign course, Applied Logic have created a design that embodies regenerative systems that play with the synthesis of organic and technological forms.

Identity Design
Generative Design
Design Tool

Role: Concept Development

Nature is random and structured, chance and order existing side by side. Our generative identity draws from the circular motives of biodesign and the symmetries that are recurrent throughout nature. Employing a computational approach, we have developed cellular patterns that use algorithmic growth to reflect a symbiosis of human and non-human elements.

The identity we have developed brings randomness and order together in a variable cell-based pattern. Inspired by cellular automata and the patterns found at every scale of nature, circles span out from a centre. Kaleidoscopic in nature, it is at once dynamic and instantly recognisable.

The palette is inspired by earthy tones and lab dyes. Three ground colours representing the macro and the more commonly associated colours of nature, such as those of soil and leaves, provide the basis for the identity. Concurrently, four highlight colours serve to reference the micro, drawn from the more vibrant colours found in cellular biology.