Story in brief:
The announcement was big news. "Scientist's Plan: Map All DNA Within 3 Years" was the New York Times headline last May. "A pioneer in genetic sequencing and a private company [Dr. J. Craig Venter and Perkin-Elmer Corp.] are joining forces with the aim of deciphering the entire DNA, or genome, of humans within three years, far faster and cheaper than the Federal Government is planning."

Celera Genomics Corporation was positioned, designed and christened just thirteen weeks later. The name was inspired by the term 'celerity' or swiftness. ("Era of the cell" is a nicely subliminal secondary meaning.) The logo, chosen by Dr. Venter for its lively human spirit, combines a simple, confident wordmark with a snippet of the double helix.

Credits:
C.E.O. - Dr. J. Craig Venter
Identity counsel and naming - Tony Spaeth/Identity
Design - Connacher Design

First Impressions:
Since I made it, I am biased. But what's not to like? The name is very effective, and the symbol, narrowly evading cliché, plays its little game with a joyful spirit.

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