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Bēhance

CHDI Foundation Identity

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  • Horizontal stack with tagline logo lockup
  • The CHDI Foundation, Inc., is a US non-profit biomedical foundation that aims to "rapidly discover and develop drugs that delay or slow the progression of Huntington's disease", a neurodegenerative genetic disorder that affects muscle coordination and leads to cognitive decline.

    Graphic Havoc was approached by CHDI to update their logo and identity. During the pitching process we developed a handful or proposed potential directions they could pursue.
  • Above was CHDI's homepage showing what their logo and identity was like when they approached us for the update.

    Below are two proposed potential directions I created for the pitch.




  • Inspiration | Circos genome visualization
  • "Progress"

    Inspired by the amaryllis flower’s organic outward growth and Circos genome data visualizations sense of complex connectivity. Typography is clean, timeless, versatile, confident and secure. Secondary branding graphic support for marketing communication materials reinforcing identity. Color palette is confident, calming, and never overpowering to communication content.
  • Inspiration | amaryllis flower & CHDI graphic element
  • Vertical stack with tagline logo lockup
  • Pyramid stack with tagline logo lockup
  • Sister logo(s)
  • Color palette
  • Secondary branding graphics | progress, movement, growth & connectivity
  • Photography style
  • PowerPoint sample slides





  • "Searching"

    Inspired by neural networks and microscopic investigation to tell the story of discovery and connectivity. Typography is rounded and reflects the organic nature of the CHDI graphic element. The type is clean, modern, versatile, confident and highly legible at various scales. Secondary branding graphic support for marketing communication materials reinforcing identity. Color palette is serious, calming, and never overpowering to communication content.
  • Inspiration | Microscopic research & CHDI graphic element
  • Vertical stack with tagline logo lockup
  • Horizontal with tagline stack logo lockup with variation for small usages
  • Sister logo(s)
  • Color palette
  • Secondary branding graphics | neural networks and connectivity
  • PowerPoint sample slides
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