Genetic Engineering News:

Bridging the Divide Between Legacy & New Readers

After 25 years in business, GEN wanted to shift the emphasis of their name from Genetic Engineering News to simply GEN. Through their own market research, they determined that the abbreviated name resonated with more people — especially recent post-docs — than the original name. In addition, the scope of GEN’s content had expanded considerably over the years.

MondoVox developed an interim brand tool set to take GEN to the next level without losing their existing audience. We agreed with GEN that it wasn’t time just yet for a complete rename, and budget challenges wouldn’t allow the major rebranding blitz required to effectively launch a complete remake.

Components of the tool set included the new identity, new positioning statement, media kit, and a transitional tip-on cover introducing their magazine redesign.

Deliverables:

Brand Identity – We updated GEN’s look with modern typography and kept the primary GEN colors which differentiated it from the competition.