API’s logo communicates their key principles of collaboration and innovation. They’re a catalyst for drug development, constantly pushing the industry forward. Our goal was to create a mark that could speak to this. The logo provides a professional and credible personality while being approachable.
We loved the idea of sneaking in a visual reference to chemistry – the commonly encountered shape of a benzene compound. It really helped us bond with the project, you know?
With approachability on our minds, we wanted to make sure the user experience was smooth and easy to understand. API has multiple audiences, both academic and industry. By highlighting key details and special programs we were able to tailor the experience for both and direct visitors to the specific information they need.