The objective was an identity upgraded without losing any of the brand recognition acquired over the previous eight years – to reposition the brand to reflect a focus on cellular therapies. The typeface was the stronger element and would be retained. The new symbol is meant to create a feeling of energy radiating outward as well as a sense of revitalization and was inspired by the Chromos platform itself. Their product works from within the person’s own body to enhance and boost their disease fighting capabilities. A slight typographic modification to the letter “O” gave the name an increased technology feel and a more customized look.