The prior Amyris identity was associated with a chemicals and biofuels company, and needed to reflect a consumer-friendly business using clever science to make sustainable ingredients.
A confident, new wordmark was developed to reflect a consumer-friendly health and wellness brand. Based upon the sans-serif typeface Foco, the new wordmark was customized to help pronunciation, and to suggest a sustainable scientific approach.
A new lowercase “r” was explored and redrawn to subtly suggest a leaf:
Other typefaces, including sans serif, serif, and cursive, were considered during early phases of the design exploration: