How do you design a logo for a center working at the intersection of computational biology, genomics, and biomedical biology?

That was the challenge behind a branding project for the Center for Computational Biomedicine at the University of Pennsylvania. The center uses data science and computational methods to solve complex problems in human health, so its visual identity needed to reflect both computational work and real-world biomedical impact.

Most science branding relies on familiar visuals like DNA strands, network diagrams, or abstract nodes. These symbols communicate the general idea of genomics and biology, but they often feel generic—especially for research centers doing highly specific interdisciplinary work.

Instead of starting with visuals, this project started with questions.

What defines the center’s computational biology work?
How do genomics and computation connect in practice?
Who does the branding need to communicate with—researchers, students, or collaborators?

These questions shaped the direction early. The goal was not to decorate the science, but to reflect it clearly through design.

From there, the process moved into exploration. Different concepts emerged, including DNA-inspired structures and network-based forms. Each direction tested how well it represented both biology and computational systems while still functioning as simple, effective branding.

The final logo combines several ideas into one mark.

A DNA double helix references genomics and molecular biology. A network structure reflects computational systems and data-driven research. Subtle shaping within the design also suggests a human form, connecting the work back to its purpose in improving human health.

You don’t notice all of these layers at once—and that is intentional. The design stays simple at first glance, but reveals deeper meaning over time. On a practical level, the logo works across websites, presentations, and academic materials. At a conceptual level, it communicates how computational biology, genomics, and human-centered research come together.

This project shows that strong scientific branding does more than create a polished visual. It makes complex biology clearer, more intentional, and easier to understand.