# Biobrand (Organic Biotech CGI)

> The visual language of biotech and biomaterial start-ups: rendered cells, coral-like structures, terrariums and mycelial growth become a single glossy product metaphor, set apart on a quiet ground beside restrained sans or serif information type. Kazior frames it as replacing the cold look of Silicon Valley tech minimalism with squishy, bodily, living forms.

- Period: 2021–present
- Where: North America, Global / networked
- Origin: A network of biotech brand identities and websites in US practice, named as a trend by John Kazior in AIGA Eye on Design on 2 June 2022 ('Tech minimalism is out: welcome to the squishy microbial world of the biobrand'), which discusses Geltor, Forager, Seed and Ginkgo Bioworks among others. Documented examples include &Walsh's Geltor identity (reported 30 September 2021), Libre's Forager identity (commissioned 2021) and Image Conscious Studios' Auregen launch (late 2023). The start year marks the earliest documented examples, not an invention.
- Branch: Digital native
- Also known as: Biobrand aesthetic, Biobranding
- Page: https://stylogeny.com/styles/biobrand/

## Use it with care

Do not let a beautiful organic render stand in for evidence: Kazior describes the idealisation of microbes as a speculative, profit-driven proposition and cautions against believing it will solve environmental problems; he also notes that biotech firms simplify complex science to persuade consumers and investors, and describes Seed's transparency as carefully crafted. Avoid green-nature or medical-efficacy implications you cannot substantiate.

## How it works

- Render one intricate biological object, such as a cell, orb, coral or tissue, as the isolated hero of the surface.
- Surround the render with generous empty ground, white or black, so the organism reads as a precious specimen.
- Keep the interface and labels quiet: small, factual type in a restrained sans or serif, on flat fields.
- Animate growth, bubbling or unfurling slowly, so the product seems to be cultivated rather than manufactured.
- Pair lab-like information, such as ingredients, process and data, in layers beside the image.

## Its design choices

Defining choices make the style, characteristic ones are usual, occasional ones turn up now and then.

### Layout & composition
- [Isolated object](https://stylogeny.com/design-choices/isolated-object/) (defining)

### Space & hierarchy
- [Generous white space](https://stylogeny.com/design-choices/generous-white-space/) (defining)
- [Single focal point](https://stylogeny.com/design-choices/single-focal-point/) (characteristic)
- [Layered information](https://stylogeny.com/design-choices/layered-information/) (characteristic)
- [Illusion of depth](https://stylogeny.com/design-choices/illusion-of-depth/) (characteristic)

### Typography
- [Grotesque & neo-grotesque](https://stylogeny.com/design-choices/grotesque-and-neo-grotesque/) (characteristic)
- [Humanist & Garalde serif](https://stylogeny.com/design-choices/humanist-and-garalde-serif/) (characteristic)

### Colour
- [Light ground](https://stylogeny.com/design-choices/light-ground/) (characteristic)
- [Dark ground](https://stylogeny.com/design-choices/dark-ground/) (characteristic)
- [Gradients](https://stylogeny.com/design-choices/gradients/) (characteristic)

### Form & shape
- [Biomorphic curves](https://stylogeny.com/design-choices/biomorphic-curves/) (defining)
- [Rounded & pill](https://stylogeny.com/design-choices/rounded-and-pill/) (characteristic)
- [Naturalistic depiction](https://stylogeny.com/design-choices/naturalistic-depiction/) (occasional)

### Surface & texture
- [Gloss & highlights](https://stylogeny.com/design-choices/gloss-and-highlights/) (characteristic)
- [Frosted glass](https://stylogeny.com/design-choices/frosted-glass/) (characteristic)
- [Chrome & 3D render](https://stylogeny.com/design-choices/chrome-and-3d-render/) (occasional)

### Ornament
- [Restrained accents](https://stylogeny.com/design-choices/restrained-accents/) (characteristic)

### Imagery
- [3D render](https://stylogeny.com/design-choices/3d-render/) (defining)
- [Icons & pictograms](https://stylogeny.com/design-choices/icons-and-pictograms/) (occasional)

### Medium & production
- [Web & CSS](https://stylogeny.com/design-choices/web-and-css/) (defining)
- [Motion & broadcast](https://stylogeny.com/design-choices/motion-and-broadcast/) (characteristic)
- [App & OS interface](https://stylogeny.com/design-choices/app-and-os-interface/) (occasional)

### Tone & intent
- [Technological & futurist](https://stylogeny.com/design-choices/technological-and-futurist/) (characteristic)
- [Calm & contemplative](https://stylogeny.com/design-choices/calm-and-contemplative/) (characteristic)
- [Warm & approachable](https://stylogeny.com/design-choices/warm-and-approachable/) (occasional)
- [Luxurious & glamorous](https://stylogeny.com/design-choices/luxurious-and-glamorous/) (occasional)

Avoids: Abundant decoration, Horror vacui, Hard offset shadow, Ornamented display, Halftone & Ben-Day dots, Angular & zigzag

Palette: #f6f4ef, #0d0f0f, #8fb996, #e6a8a0, #5c8fa8, #c9b7e0

Typefaces: Louize (serif) and Basile Grotesque Pro, as reported in It's Nice That's coverage of the Geltor identity (2021), Small factual sans-serif labels under a serif product name, as on the Geltor HumaColl21 packaging

Known for: &Walsh, Geltor identity (reported 30 September 2021): 3D orbs holding botanical and marine-inspired worlds, product packaging and a restrained typographic system; Jessica Walsh creative director; Libre, Forager by Ecovative identity and website (identity commissioned 2021): pattern, colour and typography system, with website animation of mycelial networks forming a sneaker as described by AIGA in 2022; Image Conscious Studios, Auregen identity and website (launched late 2023): bioprinted-style scientific renders, organic cellular textures and fluid motion; the case-study text does not describe the ground, but the studio's image file shows a translucent form on black

## Where it comes from, and what it’s close to

- Alike in its design choices: [Frutiger Aero](https://stylogeny.com/styles/frutiger-aero.md) (2004–2013), 65% alike
- Alike in its design choices: [Y2K Futurism](https://stylogeny.com/styles/y2k-futurism.md) (1997–2005), 63% alike
- Alike in its design choices: [Claymorphism & Soft 3D](https://stylogeny.com/styles/claymorphism.md) (2020–present), 62% alike
- Alike in its design choices: [Glassmorphism](https://stylogeny.com/styles/glassmorphism.md) (2020–present), 55% alike
- Alike in its design choices: [PC Music Graphics](https://stylogeny.com/styles/pc-music-hyperpop-graphics.md) (2013–present), 55% alike
- Alike in its design choices: [Dark Tech Minimalism](https://stylogeny.com/styles/dark-tech-minimalism.md) (2019–present), 54% alike

## Sources

- John Kazior, 'Tech minimalism is out: welcome to the squishy microbial world of the biobrand', AIGA Eye on Design, 2 June 2022: https://eyeondesign.aiga.org/tech-minimalism-is-out-welcome-to-the-squishy-microbial-world-of-the-biobrand/
- &Walsh, Geltor case study: https://andwalsh.com/work/all/geltor/
- Ruby Boddington, It's Nice That, 30 September 2021: https://www.itsnicethat.com/news/andwalsh-geltor-graphic-design-300921
- Libre, Forager case study: https://libredesign.com/case-studies/forager/
- Image Conscious Studios, Auregen case study: https://www.icscreative.com/our-work/auregen/

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From Stylogeny (https://stylogeny.com/), an atlas of graphic-design styles by Van Riel Online Services. How it is made: https://stylogeny.com/about/. Cite as: Stylogeny, “Biobrand (Organic Biotech CGI)”, https://stylogeny.com/styles/biobrand/