AxcendLogo Design Contest

We are Axcend. We are leading a paradigm shift in analytical chemistry by offering robust, easy-to-use instruments that enable scientists to perform measurements anywhere—effectively “taking the lab to the sample.” We aim to communicate credibility, repeatability, and confidence to a target audience of conservative, change-resistant scientists. We are also exploring entirely new markets. Learn more by visiting our website: https://axcendcorp.com/

Green should be a primary color, but not a dominant one. The specific shade is flexible.

Competitors use red and blue. We would like to stand out, so we should avoid these colors. We also don't like yellow.

Objective: Rebrand our visual identity to better reflect our values and messaging. Communicate key brand attributes like innovation, sustainability, portability, precision, quality, ease of use, and efficiency.

Design Preferences
• For typography, we are open to all caps, lowercase, or a mix. The font should be new and convey professionalism and modernity.
• Consider incorporating chromatogram peaks, which represent the output of our instruments and align with the scientific nature of our products (and resemble the mountains near our Salt Lake City headquarters).
• We’re open to modifying or removing elements to better align with our new brand direction.
• The logo should reinforce our commitment to sustainability, a significant differentiator in the market, and communicate ease of use (important for customers who are transitioning to new technology).

Mandatories
• Green should be a primary color, but not a dominant one. The specific shade is flexible.
• Logo must be versatile and scalable, suitable for various applications like our website, logo signature, labeling, and various marketing materials.
• The design should be adaptable for sub-branding or product differentiation if needed as we expand into new product lines and markets.
• Style should be modern, clean, simple, and elegant to convey innovation and professionalism. The design should appeal to a scientific audience while introducing the concept of innovation.