Symcel: Biotech rebranded. Clear, powerful, and visually distinctive.
Symcel is a Swedish biotech company pushing boundaries with groundbreaking technology. We translated that spirit of innovation into a visual identity that makes an immediate impact: fresh, distinctive, and future-proof. From strategic foundations to digital and print applications. Scroll down to explore the result.
This case at a glance.
1. Strategy & positioning
From technology to meaning
Symcel’s technology was groundbreaking but the brand story behind it lacked strength. The vision, the impact, the ‘why’: still hidden. Through research and strategic sessions, we uncovered that story. The result? A brand identity that resonates. Clear, distinctive, and visually strong.
Goal: Define brand values
Process: Workshops and research
Result: Brand essence articulated
Personality & DNA
A brand with character just feels right. It’s in the tone of voice, the flow, and the choices you make. For Symcel, we defined a personality that fits: clear, forward-thinking, and with a slightly edgy twist. Not just a collection of elements, but a recognisable vibe that comes through in everything.
Brand values
What truly drives Symcel? Its core values. They’re the beating heart of the brand, giving direction, emotion, and setting the tone. Whether it’s a pitch, a presentation, or a LinkedIn post, you can feel them throughout. And that’s exactly the point.
Symcel Mission statement
‘To be the best biocalorimetry company in the world, delivering the most powerful solution in terms of speed, simplicity, specificity and sensitivity (4S); and to continuously improve our science for the betterment of (global) health and the environment’.
Tagline
Short but powerful. Symcel’s tagline captures exactly what the brand stands for: smart, innovative, and to the point. One line that sparks the imagination and sticks instantly.
Tone of voice
Symcel’s tone is clear, confident, and easy to follow. No jargon or fluffy language, just straightforward communication that makes complex ideas understandable. This keeps every story both accessible and convincing. Just as you’d expect from an innovative brand.
Goal: A scalable visual identity
Process: Development of a visual brand guide
Result: A brand guide: foundation for all communication
Logo
The existing logo received a subtle yet purposeful update. We moved the circular element upward and turned it into a degree symbol, a direct visual reference to calorimetry: the measurement of heat. A small tweak with big meaning.
Lay-out
The circular shape plays a leading role in Symcel’s visual language. It gives the brand a playful, youthful, and innovative character, standing out in an industry that often feels rigid and technical. No competitor dares to go this route, which is exactly why Symcel stands out. Slightly rebellious, but always deliberate.
Fonts
Icons
Colours
Social Media templates
We developed a series of social media templates in Canva, fully aligned with the brand style. This allows the Symcel team to easily create and share content themselves, without losing visual consistency. Flexible to use, strong in appearance. Just as the brand was meant to be.
Goal: Tangible brand experience
Process: Translating the brand into print
Result: A distinctive and consistent offline brand presence
Stationary
From business cards to mouse pads, even the smallest touchpoints reflect Symcel’s consistent brand identity. The circular shapes, typography, and colour choices create recognition and refinement. Even on a scientist’s desk.
Symcel in the spotlights
At international trade shows, Symcel needs to stand out. With eye-catching POS materials, from roll-up banners to full exhibition stands. Visually strong, clear, and distinctive. Ensuring the brand remains recognisable and convincing, even on the busy exhibition floor.
Brochures
We developed a series of brochures with a clear and accessible structure. For the trade show, we created a general handout that introduces Symcel at a glance. In addition, we designed separate brochures that dive deeper into specific themes, products, and applications. This way, each audience receives exactly the information that’s relevant, without getting lost in technical jargon. Clear, clean, and easy to navigate.
3d packaging
Symcel stays recognisable in 3D too. We designed a smart, compact box for shipping samples, documentation, and accessories. Practical in size, durable for transport, and visually fully aligned with the brand’s identity.
4. Digital applications
The brand as a digital experience
From screen to spark. Symcel crackles online. We brought the brand to life through digital assets that are not just informative, but also dynamic and bold. With AI-generated films, smart visual transitions, and innovative presentations, Symcel stands out in the digital space too. Fresh, energetic, and unmistakably itself.
Goal: Create an engaging online brand experience
Process: Translate the brand into digital assets
Result: A distinctive and memorable digital brand presence
Corporate website
Symcel’s corporate website is designed as a living canvas. Not static pages, but a dynamic experience where shapes flow, elements respond, and the brand comes to life with every scroll. The site performs seamlessly across all devices and stands out through its distinctive and dynamic character.
Powerpoint presentations
We developed a comprehensive PowerPoint template covering all essential slide types, from intros and section dividers to charts, tables, image layouts, and illustrations. This allows Symcel to create presentations independently, without compromising on style or consistency.
AI Movies
For each application area, we used AI to create a unique microcosm, small worlds that make the invisible visible. Where there was once no visual language, these dynamic animations now bring life, atmosphere, and context. Each world has its own colour palette and character, consistently applied across all brand touchpoints: from website to brochures, social media to trade show materials.
These AI-generated worlds form the visual foundation of Symcel’s communication per application area, and give the brand a distinctive digital signature. Explore them all at symcel.com/applications.
