Endeavor is a structural and functional neuroimaging core which consists of more than 3,500 sq. ft. of office, classroom, and laboratory space. The imaging facility contains an MRI coil laboratory fully equipped, and so with their grand opening they needed a strong identity to carry into their visual communication.

I decided to go with a frontal view of an MRI machine, combined with a few additional minimalist details showing the emission of EM waves into the inner chamber as well as depicting the source nodes as sun rays. This creates a more positive and anxiety-ridding depiction of the process as well as an opportunity for icebreakers when you receive card compliments.

The color scheme comes from my own background in the sciences and the understanding that our fields are very black and white. "The data is the data" as many say. It shows that our results are "as solid as concrete".

The above-average levels of white space represent the minimalist design that MRI has been gravitating towards over the last several years as technology has been improving and becoming more compact.

I paid attention to letter kerning quite a bit here. For the logotype "ENDEAVOR", I sought to use an all-capitalized bold sans serif to reflect professionalism, as well as an adherence to symmetry and structure in the workplace.