Humanity Unlocking Biomaterials
Brand identity, web design, social media graphics, templates, graphics
HUB's visual identity aims to connect it's mission with a clear visual message. Centering margins in biomaterials research, HUB works to make real change in biomedical engineering.
Overview
HUB (Humanity Unlocking Biomaterials) is focused on advancing biomaterials research while applying it to clinical settings. It aims to connect researchers from well-funded institutions with talented individuals from diverse backgrounds. Supported by the National Institutes of Health, HUB is led by the University of Michigan and the University of Washington to foster the development of biomaterials for medical treatments. The center provides seed funding to help initiate these projects.
Inspired by the Black feminist thinker bell hooks and her concept of centering margins, HUB encourages collaboration between those in power and those at the margins. They aim to include scientists and engineers whose work may not directly relate to biomaterials but has potential in the field. The initiative will support students and faculty at minority-serving institutions, bridging gaps and accelerating progress in biomaterials research. For more information on what HUB is, check out their press release at this link.
Challenge
Gaining a comprehensive understanding of centering margins required in-depth research through articles and documentaries provided by the client. Market analysis revealed that scientific brands often embrace a clean, innovative aesthetic. Additionally, an exploration of logos that communicate a sense of community and diversity provided further insight. With a solid foundation in research, the conceptualization process began with extensive sketching and idea development.
Approach
The initial sketching phase focuses on generating a wide range of ideas to explore various creative directions. Once the most promising concepts emerge, multiple variations are developed to refine and expand upon those ideas. This iterative process ensures a thorough exploration of potential solutions. Once the strongest sketch concepts were chosen, they were vectorized in Adobe Illustrator.
Design Refinements
The logo needed to represent what HUB stands for in a professional, strong, illovative, and credible way. It also needed to symbolize the concept HUB was build on, centering margins, in a visual way.
The center of the circular logo not only represents the "center of power/influence" of the center margins theory, but it also symbolizes a merging cell, signaling that the BME field will be brought together. The circles around the center circle represent diverse people (as represented through size change) moving the the center and gaining a voice. The overall movement of the logo show that centering margins (the foundation of HUB) is all about bringing people together. The bold typeface was chosen to help enhance the message of authority, strength, and innovation.
Following the initial concept development, the design underwent multiple refinements to ensure clarity, balance, and alignment with the brand’s identity. Iterative adjustments were made to typography, spacing, and iconography to enhance visual harmony and adaptability across various applications. Each refinement was guided by the core principles established during the research and ideation phases.
Client Presentation & Outcome
During the client presentation, three distinct icon concepts were showcased, each accompanied by a detailed explanation of its symbolic significance. By deconstructing the design elements and articulating their deeper meaning, the presentation effectively communicated how each concept aligned with the client’s vision and the brand’s social positioning. This approach facilitated a collaborative decision-making process, ensuring the final logo not only met aesthetic expectations but also resonated with the intended audience.
Check out the HUB Website at humanityunlockingbiomaterials.org
