fuseproject rebrands fluidigm making life sciences more accessible
fuseproject rebrands fluidigm making life sciences more accessible fuseproject rebrands fluidigm making life sciences more accessible
nov 11, 2014

fuseproject rebrands fluidigm making life sciences more accessible

fuseproject rebrands fluidigm making life sciences more accessible




founded in 1999 by gajus worthington, fluidigm has established itself as a life sciences pioneer being the first company to make such tasks as genomics testing on single-cell DNA samples, and providing genetic test results in less than three hours, commercially viable. recognizing that design is an important part of everyday life, and that it is something that has been extremely absent from the biotech field, they asked fuseproject to partner with them to redesign their brand, newest product ‘juno’ and digital user interfaces to reflect their larger vision — to simplify the complex quest to understand and apply biology.

fuseproject fluidigm designboom
‘juno’, fluidigm’s screening machine




the first part of the collaboration was to establish a new identity. many firms in the life sciences market have logos that are not very noteworthy, almost corporate, often floating in a sea of blue tones. wanting to project fluidigm’s activities and goals, fuseproject envisioned an animated living mark that visually references the cell samples that the company tests. a dynamic ‘F’ is found at its center, much like the insignia of a superhero — symbolizing fluidigm’s strong and established leadership position in the field — and is surrounded by faceted gradient tones of magenta and purple, distinct colors of science that express the bold persona of the company’s projects.

fuseproject fluidigm designboom
the slightly tilted touch screen of ‘juno’ allows standing lab technicians better visibility of what is being displayed




at the core of fluidigm’s business is ‘juno’ which stands as a breakthrough in single-cell testing, and fuseproject wanted to design the screening device that while remaining familiar, had a futuristic and progressive impression. sculptural in its form, it is wrapped in an aluminium enclosure that has been machined at high speed, with rough cuts visible and used as finished surfaces. the resulting ridges found along the exterior are fluid in appearance, and reference the miniature functional traces on the device’s accompanying cell sample cartridge that enables single-cell manipulations.

top view of the machine’s ridged exterior




understanding that the field of life sciences is something to be applied — that those working with fluidigm on all levels, whether they are researchers or lab technicians, require something that is concise and intuitive — fuseproject has characterized ‘juno’ by a diagonal line that splits it into two halves. this was a functional decision that makes it easier to access the internal mechanics for regular maintenance. each section is defined by a color, dark grey and purple: grey references carbon, giving the product an organic but mechanical feel; while royal purple speaks to fluidigm’s brand identity. a touch screen tilted upwards at a slight angle offers better visibility to standing lab technicians, and has the ability to disappear into the surrounding face to create a more seamless integration.

fuseproject fluidigm designboom
profile of ‘juno’ which shows how the machine is diagonally split in two halves offering easier access to internal parts




for the user interface and user experience of ‘juno’, fuseproject has highlight the organic and intuitive elements that move seamlessly between physical product and visual design. maintaining a black background with bold color schemes seen in the fluidigm logo, when turned out, the screen seems to come alive. ‘juno’ takes users through the process in a direct and informal tone, instinctively leading technicians through the otherwise intricate testing and screening procedure. the same visual language has been translated to the company’s web-site offering a consistency between product and brand. commissioned artwork by fabian oefner can be found illustrated throughout the platform which acts as a dialogue for those in the field, as well as a source of related news articles and readings.

fuseproject fluidigm designboom


fuseproject fluidigm designboom
user interface and user experience of ‘juno’


fuseproject fluidigm designboom
new visual identity of fluidigm’s website


fuseproject fluidigm designboom
illustrations by fabian oefner animate the website


fuseproject fluidigm designboom
fluidigm’s new visual identity

    have something to add? share your thoughts in our comments section below.
    all comments are reviewed for the purposes of moderation before publishing.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


    a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

    design news

    keep up with our daily and weekly stories
    491,179 subscribers
    - see sample
    - see sample