New corporate identity for a biotech brand

5 September 2019

The Chinese biopharmaceutical giant Hisun BioRay enlisted the Hong Kong branding agency Stepworks to create its logo. The branding initiative follows the company’s USD540 million acquisition, the largest private equity investment in China’s biotechnology industry.

Hisun BioRay develops a category of breakthrough antibody-based drugs known as biosimilars. Its parent company, Hisun Pharmaceutical, sells the biosimilars to medical practices. Stepworks developed a simple yet potent brand identity that reflects the firm’s expanding business offering. 

Under the microscope

Hisun BioRay’s logo is a pair of chromosomes contorted to resemble the letter H. The strands are arranged to be rotationally symmetrical. This helps the logo to be recognised when displayed at many angles – particularly useful for mass-printing onto varying sizes of packaging. 

To offer greater visibility and readability, the new logo was designed in a single shade of red with dominant typography.  

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