Biophi, previously called the Center for Horticultural Innovation, advertises itself as a horticulture innovation hub rooted in the heart of the greenhouse industry, in Leamington, Ontario. Well into its fifth year of operations, the company turned to Bruce Mau Design for a rebrand that better represented its new strapline, “Growing Possibilities,” and its goal of providing forward-thinking solutions.
The new identity has a stencil-like quality, but the incomplete strokes in the letterforms could also suggest ongoing growth. From a Biophi press release: “Bruce Mau Design repositioned Biophi as the industry’s practical problem solver through a new brand platform, name, tone of voice, and visual identity. The stencil wordmark conveys agility and a ‘ready-to-act’ attitude, while the encircled monogram doubles as a mark of authority. A predominantly white palette emphasizes science and precision.”
