PRETZEL
A VERY UNIQUE + MEANINGFUL OPPORTUNITY
CLIENT MESSAGE: " Pretzel, as we now call it, is focused on correcting mutations in mitochondrial DNA. Mitochondria is the part of the cell that makes the energy for the cell. Oddly, it has its own DNA, which is round and quite small. Equally odd, though in a good way as it justifies our new name, mitochondrial DNA someone looks like a pretzel. "
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The logo is meant to look like a [techno] pretzel standing on-end. Mitochondrial looks kind of like a pretzel, which was our original justification for the Company name. The main part of this logo roughly mimic’s a mitochondria’s shape, showing the cristae/folding of the inner membrane
However, there's more to it. The four dots on the left represent guanine, cytosine, adenine and thymine (or uracil, in the case of RNA), which are also aligned vertically to form the "1" of the 13, for the 13 critical proteins generated by mtDNA required to drive oxidative phosphorylation and respiratory function. The three prongs embedded in the "3" represent the three scientific founders/founding institutions, while concurrently forming an "m" for "mitochondria" in the "negative space"
Client shares idea of direction below in an email...
A collection of images are needed after a lengthy phone call to secure investor funding.
- IDEATION BEGINS -
BEFORE SHOWING THE CLIENT THE DIRECTION, WE TEST FOR
DURABILITY + USABILITY
( secondary mark in uncovered in the process )
ONE OF THE FOUNDERS LOVES FUTEBALL.
ALWAYS TRYING TO MAKE MULTIPLE LEVELS OF CONNECTIONS WITH CLIENTS TO IMAGINE THE END PRODUCT.
Futeballs were pitched as giveaways to clients and investors.
THANK YOU FOR REVIEWING!
- COMMENTS + QUESTIONS ARE WELCOME -
HAVE A GREAT DAY!
