Cell Therapy-Genentech
Cell Therapy — Sub-brand Identity for Genentech gRED
Short description
Visual identity for the Cell Therapy department within Genentech Research and Early Discovery (gRED), a member of the Roche Group. A sub-brand that needed to feel distinct and ownable while remaining clearly connected to one of the world’s leading biotech companies.
The Client
The Cell Therapy department is part of Genentech Research and Early Discovery (gRED), a division of Genentech — a member of the Roche Group. The team specialises in developing innovative treatments where the therapeutic agent is a living cell rather than a traditional molecule, antibody, or DNA strand. Working with a wide variety of cell types derived from different tissues and organs, the department has a primary focus on stem cells and cell engineering — enhancing the functionality of therapeutic cells through genetic modifications to optimise their effectiveness in clinical applications.
The Challenge
Designing within a major pharmaceutical corporation means working within constraints that don’t exist for independent clients. The identity had to give the Cell Therapy department its own visual voice — something recognisable and cohesive enough to function as a department brand — without breaking away from Genentech’s established corporate system. Too different and it would feel disconnected; too close and it would disappear. The challenge was finding exactly the right distance between the two.
The Concept
The logomark was built from four ideas combined into a single form: a cell, stem cell use, the concept of connection between departments, and the letter C. The result is a circular mark that reads simultaneously as a biological cell and the initial of the department—precise, scientific, and immediately legible at any scale.
The color palette anchors the identity in deep navy—staying close to Genentech’s corporate blues—while introducing a periwinkle mid-tone, a light gradient, and a warm orange accent that gives the department its own distinct energy. The orange in particular does the work of differentiation: it’s warm and alive in a world of cool scientific blues, a subtle nod to the living, cellular nature of the therapy itself.
The signature pattern — inspired by microscopy imagery of cells and neural connections — extends the identity beyond the logo into a rich visual texture. Applied to the presentation templates and merchandise, it transforms functional assets into something that feels genuinely alive and scientifically grounded. The typeface, Gene Sans Bold, reinforces the connection to the parent brand, while the 2px outlined treatment gives it a technical precision that suits the department’s research focus.
The Deliverables
A logo and brand system, a color palette, typography guidelines, a signature pattern, a Google Slides presentation template, and a merchandise range including a water bottle and jacket. The presentation template is particularly central to the department’s day-to-day work—giving scientists and researchers a polished, on-brand toolkit for internal and external communications.
ServicesBrand Identity
