The logo for TeloYears is an anthropomorphization of a chromosome, with telomeres representing hands and feet, leaping with joy and vitality. This characterization comes from the idea that through this test and lifestyle choices, cellular “age” can be positively influenced, and the clock can effectively be turned back. The implications being that youth is retained longer and wellness is increased.
A slogan was developed that captured the brand promise in a very succinct way: “Know how well you’re aging.” And if you are not aging well?…You can simply make changes in your lifestyle and ask the question again…and again…. This is the strategic advantage of the TeloYears test, repeatability. As a valuable diagnostic tool.
Golds and sunny yellows were selected to reinforce this positive and friendly feeling, both in the TeloYears figure and in a modish stripe pattern designed to work with the figure. This pattern, which is an abstraction of telomere length, was utilized throughout the collateral as a reference to the science beneath the technology and to give a modern and chic feeling to TeloYear designs.