Interview With Rita Kanji
Q:Where did the idea for this logo come from?
The Anagenix corporate identity was inspired by phyllotaxis which is an arrangement of crisscrossing spirals found in nature. The visual of this concept and everything Anagenix stands for has an interesting parallel of how they combine science with nature through innovation and discovery. The circles contained in the shape symbolise their brand values – the many partnerships, the scientific discipline, their expertise and trustworthiness. The colour palette was inspired by its NZ origins and nature.
Looking at the world through this scientific lens of the phyllotaxis this identity has been designed to behave like a chameleon by taking on the form of the medium it is put on. It may applied with varying images from the NZ landscape and the natural products that may be in the pipeline. It may also be diecut to suggest the explorative nature of their business.
Q:What application did you use to design this logo? E.g., Illustrator.
Q:What was your design process for this logo? I.e., Did you start out with pen and paper then move to the computer?
We researched, sketched, came up with a range of concepts and aligned the creative with the brand strategy and translated the concept to an electronic mark.
Q:What font(s) were used in the logo?
Q:How did you choose the color scheme for the logo?
This logo takes on the role of a chameleon to stay current and relevant. The palette usually reflects images that convey the brand values from nature or portrays a products original source from nature.
Q:How long did it take to complete the logo?
Q:What do you feel was your biggest challenge in designing the logo?
This was a corporate brand and needed to be less dominant than the product logos. As a family they all needed to sit together with this hierarchy in mind.
Q:Now that the logo is finished, is there anything you would change about it?
Not at all, we are very happy with the way it has come to life. A year from its launch it is really showing its full potential with the various collateral we have been developing. We see this mark having a long life and is already recognised within the industry as a leader in developing natural ingredient products.