Background: Loxo is a biopharmaceutical company dedicated to developing highly-selective medicines for patients with gnomically defined cancers.
Objectives: Loxo’s current logo is of the letter x slicing through a pill capsule. My visual design was to only slightly emphasize the DNA symbol in the letter X with a thin white line. I chose a slate grey color for the medical company to look sophisticated, but not sterile.
Audience: 100 capsules from Loxo for a 30-day supply is roughly $32,800 a month. The average person in the United States makes around $59,000. Average people can’t afford medicine from Loxo. There are charities that will help pay for the medicine. The capsules are expensive because the pills are treating cancers that are rare. The average consumer has good insurance and makes decent money.
Sketches:
My main idea from the beginning was to make the x in loxo look like DNA. But to make it very subtle. After many revisions, I came across a typeface that had an x that curved like the DNA double helix.
