Bally's DNA

OLD CHARACTERS DNA
Previously DNA was a self contained brand, involving characters that were featured heavily in our brands.

RESEARCH AND MOODBOARD
Taking the idea of the DNA strain as a jumping point, the moodboard was creating collating examples of ribbon and form that evocative of the DNA shape.

FIRST APPROACH
After extensive concept exploration and sketching, it was decided to go for an abstract approach to clearly differentiate from the previous values and have a more mature style, relating every value to a type of a lines and one of the five colours of the brand electric palette.

ADDING THE DNA SHAPES
After some playing around with the lines for the different values, these were updated to shape that represent icons for each value, i.e; a heart for ‘You Make The Difference’ to signify care or an arrow for ‘Love to Lead’ leading the way. Also, a two-colour background was added to make the shapes pop more over the purple background but keeping the red in the bottom of the poster to always maintain the logo on red

CREATING THE DNA SIGNATURE
The line became more fluid and dynamic, moving with purpose, forming each shape, to unify all the DNA values into one single line, to signify how they form part of every employee.

FINAL VERSION
Combining the continuous line with the colors of each shape and the dual colour background, the final DNA was created.

Application and Merch