Cannes Lions

The origin of life

SHA INC., Tokyo / BIOCLUB TOKYO / 2019

Awards:

1 Shortlisted Cannes Lions
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Demo Film
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Overview

Entries

Credits

OVERVIEW

Background

Recently, there are increasing opportunities to use biotechnology not just for specialist fields like science and medicine, but for creation on an individual basis. Sensing the importance of innovation across boundaries, we continue to do research on how graphic design can contribute in this area.

The “Bioclub” platform aimed to form the culture of biotechnology is starting up with its base in FabCafe Tokyo. For the “Bioclub” to be widely recognized, we created a visual symbol made by programming and graphic design. The three types of "BIO" typography are inspired by the fact that a protocell, the origin of life, has a simple lipid membrane structure. The design was aimed to be derived not only from the aesthetic sense of the designer, but also exploring the possibility of a more organic visual with life by incorporating the laws and dynamics of nature and the physical world.

Idea

The software used for graphic work centering on typography typically remains in 2D, where the layout and configuration is left to the designer’s individual sensibility. We adopted visual programming to the process, to utilize the laws and dynamics in nature and the physical world, and implemented the effects and fluctuations in the graphic which is impossible by manual work.

Execution

The visual program simulates the phenomenon of life and creates an organic visual effect not possible with normal graphics processes. By freely incorporating the designer's ideas, the graphic itself comes to life, opening up a world of unknown possibilities.

1, We analyzed the structure of the protocell which based oil film structure by visual program simulates the phenomenon of life and creates an organic visual effect for these shape.

2, photo retouching given more realistic cell texture.

3. We increased material by using special paper and printing technology.

Outcome

The origins of life is the utilized in the official website/social media as the official main visual of BioClub Tokyo, to widely promote and symbolize the activities of BioClub.And the design is widely used as the main visual for talks by international guest speakers consisting of researchers, artists, and curators as an identity to link the communication amongst the community.