The Logomark

I'm fascinated by Star Trek: The Next Generation. Like most advanced civilizations depicted in the sci-fi series, Armonica's mission seems to align with the utopia depicted in the sci-fi series. If they're going to help eradicate cancer, all of humanity would probably get behind them, at least on these terms. The idea for the logo came from researching and observing lasers used in genomics. A key feature of the most advanced lasers, as of 2024, is the use of hexagonal crystals as opposed to circular-shaped crystals typically used in research lasers.

The logomark was formed with an A in the center that extends into a hexagonal shape. The shape represents precision and clarity, both of which are key tenets of Armonica. The shape was also a silent homage to an unsung hero of genomics - the humble crystal. The A at the center represents Armonica making rich, complex data problems simple. The logo ties together key values of the Armonica brand and the Armonica promise to customers, besides representing technical prowess.

The typography used to create the wordmark was custom-crafted with some corners being selected to be curved while others were sharpened, some characters were lengthened or extended. The purpose was to harmoniously integrate the wordmark with the crystal monogram.

Pitch Presentation
Before the logo and even before the website, the first and most important thing that CEO Emily Milsovic needed was a compelling investor pitch deck, visually aligned with the brand’s soon-to-be new identity. Hours were spent creating the confidential deck, complete with custom graphics, supporting strategic storytelling for fundraising. An investor deck is never complete and ever-evolving.