I was approached by the New York based team at Myosin to help design a visual identity that represents their core vocation as data science specialists, dealing mainly within B2B and B2C retail.
In nature, myosins are a superfamily of motor proteins best known for their roles in delivering and processing signals responsible for muscle contraction as well as a wide range of other motility processes. Inspired by the function and purpose of these proteins, the team was keen to move forward with the name, and to develop a brand that expresses this type of efficient delivery of vital data.
In nature, myosins are a superfamily of motor proteins best known for their roles in delivering and processing signals responsible for muscle contraction as well as a wide range of other motility processes. Inspired by the function and purpose of these proteins, the team was keen to move forward with the name, and to develop a brand that expresses this type of efficient delivery of vital data.
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/493ef331-5c25-444f-8851-9505d9c3067d_rw_3840.jpg?h=89dc5da9cc7c69588e6d89a1df8c5e65)
The team, inspired by sci-fi and all things 80's, wanted to pay homage to the history of processing data while aspiring to a clean and powerful visual identity. I decided to draw visual references from old data punch cards, and create a logo mark and icon system from joined sequential rectangles, reminiscent of the recurring punch marks.
A logo mark consisting of a "M" letterform made up of connected punch marks, was paired with a bespoke logotype that borrows it's negative space from the shapes used to make the mark.
The aesthetic and form factor of physical punched holes and bevelled corners was a strong point of reference and carried throughout the visual identity.
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/42ac8022-7873-4bb9-933a-fc1e4899a409_rw_3840.jpg?h=2c35563925c49c95b8030b2b3695b6d7)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/bbf2da72-52eb-476e-9b4b-18134b265711_rw_3840.jpg?h=6ca57a50a01b2835e329495954aa988c)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/48560970-d6c4-4d65-848a-9dd74cf92354_rw_1920.jpg?h=c1bed09b461b502b3a3bec082267306c)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/7b24c66e-4caf-455c-bde5-a9dad0659b07_rw_1920.jpg?h=9cdb86ceaba0e2317ef360d5f6f30479)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/e59a2bb2-dc91-4d4c-98cf-4c8ffabc85f8_rw_3840.jpg?h=cb0e5789a101cc8aeef1c3fa60d4d343)
Etherial illustrative artworks were also designed to add visual interest to presentations and the website.
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/c3d1452a-2344-40f6-b8d5-f4f7c20dd37c_rw_3840.jpg?h=f5b03699d32b5f19fbea59a344a24ddf)
Additionally, twelve unique icons were designed to represent different services and focus points of the business. The task here was to keep the iconography looking futuristic, bold and adaptive at a varied range of sizes and applications.
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/8fab3858-5146-4d68-bf94-9550eec36b71_rw_1920.gif?h=f804c632b33ec064b766ca145fee36f8)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/ae0d6ded-5411-40bc-895c-f6af7635fa88_rw_3840.jpg?h=d2f93ffa154f763d5d9dbfc93ada374c)
Above is an example of the flexible nature of the iconography, used to frame brand related footage. This application allows the visual identity to express movement and energy when necessary.
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/a38d2f39-7733-4392-a9ab-04d1159781b0_rw_3840.jpg?h=de7ec2d2e2c1a3d307ddae557a9e79a3)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/43b50a29-f392-418c-81ca-7079dda933a6_rw_3840.jpg?h=5e33d5a2ab850bbd4927d64fb6cfdebf)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/8831318c-6105-4a26-a8d5-02226771f550_rw_3840.jpg?h=0e8ff072c9852231ee305f8498bb9721)
![](https://cdn.myportfolio.com/9fc3f807-44e7-4c45-ac91-11588e9134ae/c07ebc1b-12ad-4e24-81f8-ee5b8150bf3b_rw_3840.jpg?h=551193d3a344e73aca2f32fa3304e90f)
Thanks for looking!