CUTTING
THROUGH
THE CHAOS
Unlocking scientific innovation with hindsight, insight and foresight.
The power of CAS can be felt every day. In fact, they’re the world’s foremost specialist in scientific information solutions. By curating, connecting, and analyzing the world’s scientific knowledge, CAS provides innovators with critical insights, becoming a springboard for scientific discoveries that improve people’s lives every day.
Sounds incredible, right? Unfortunately, CAS’s storied history in chemistry has prevented it from becoming a leader in the broader space of scientific information solutions. With ambitions to look more tech and less like a scholarly database, we needed to unlock the true story behind the brand.
We distilled CAS at its core and created a brand story derived from their human expertise. This repositioning is the inspiration behind the brand icon: a modernisation of their historic ‘benzene ring’ into an interpretation of a hexagon, the universal shorthand for chemistry.
The process of human learning is cumulative. As the volume of scientific data continues to grow, seeing the landscape clearly can be challenging. Today’s innovators require hindsight, insight and foresight so they can build on the past to discover a better future.
CONNECTING WHAT MATTERS
We harnessed the power of these connections through the overlaps of ‘data’ represented in the elongated hexagons that make up our brand icon. These connections are present throughout the brand’s visual language, appearing across the brand’s creative palette; once noticed, they can be seen everywhere.
The brandmark was set in an altered modern sans-serif typeface that mimics the 30º angle of the hexagon. The angle subtly cuts through various letters as a link to the wider brand identity, while adding depth.