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Branding System Design • Science Communication Case Study

Steen Lab Brand Guideline

Project Overview

This project developed a cohesive visual identity for Steen Lab, designed to help scientists communicate complex microbial ecology research with clarity and approachability to both professional and public audiences. It aims to translate cutting-edge science into clear, compelling visuals.

Year

2025

My Role

Researcher, Visual Designer

Customer

Steen Lab

Related Field

Branding; Graphic Design; Science Communication; Public Outreach

It’s a great honor to collaborate with Steen Lab. [Download the full guideline here.]

Who are we?

Steen Lab

The lab studies the biology of heterotrophic microbes in aquatic environments in order to understand their effect on the Earth’s geochemical cycles.

Daily Work

Field Sampling
Chemical Analysis
Data Processing
Computational Modeling
Integration and Interpretation
Dissemination

Workplace

Extreme polar environments
& Deep-sea locations

Vison and Value

Resilience

Challenges and failures drive our perseverance and discovery.

Collaboration

We believe cross-disciplinary collaboration is key to advancing science.

Accessibility

We believe science should inspire and be approachable for young minds.

Curiosity

We spark curiosity about the unseen, making science exciting for all.

Target Audiences

Persona

Tone & voice

Visual System

Lab Logo

Logo Concept

ROV Manipulator Arms

Equipment - employed for deep-sea sampling support

Bathymetric Contours

Subsurface - depth

DNA

Research Subject - Microbes

Logo Versions

Long Version

Website headers and navigation bars
Banners
Email signatures
Presentation footers or narrow document headers

Standard Version

Print materials
Social media avatars or icons
Email signatures
General digital use
Merchandise

Logo Application

Sticker Design

Stickers have great potential for spreading awareness and can be kept for a long time without being limited by the medium. They help establish a connection with audiences.

- line version

- with colors

Printed Stickers

Poster Template

Poster templates are designed to help scientists organize events, allowing for easy customization by simply replacing the relevant information, while ensuring a visually appealing and professional layout.

Brochures

Science Communication Version
- for students & publics

Academic Version - for professionals

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YANGXIN
CHENG
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