This company provides genetic tests to evaluate a persons DNA and natural aptitude for various sports. The customer of this service wants very individual information related to their inherited personal physique and identity.

The logo design solution focuses on the individual and is based on a study for minimalising the geometry of the widely recognised “Vitruvian Man” drawing by Leonardo da Vinci depicting the correlations of ideal human proportions. Within the logo symbol design, there are other references: sports balls, marked lines of sports fields, the individual and a segment of DNA. People tend to see different things within logos, depending on their own perspectives.

Minimising this symbol in this way deliberately raises the relevance of measuring natural human ability by portraying the dilemma of fitting a square peg within a round hole. Variable line weights in the symbol are used to add some dynamics to what would otherwise be a flat line.