Founded in 2009, Bicycle Therapeutics is an international biotechnology company specializing in innovative cancer treatments. The company’s patented technology is based on an invention by Sir Gregory Winter, the company’s founder, who won the Nobel Prize in Chemistry in 2018 for his research on the visualization of bacteriophages.
As part of a new expansion phase, the medical brand recently unveiled a new identity, created by the London-based design studio Greenspace, which will help it stand out from other companies in the bioscience sector. The main goal of the rebranding project was to reflect the innovation and precision of Bicycle’s therapeutic solutions, which are the very essence of the brand.
The company was named after so-called “bicyclic peptides,” biochemical structures that form the basis of Bicycle’s treatment methods. These peptides also inspired the brand’s logo, which is designed to symbolize science in general and research endeavors. As the company rebrands as simply “Bicycle,” the brand is adopting a simpler wordmark, designed in a linear typeface with orthogonal ends and thicker strokes. Overall, this design conveys a sense of maturity, particularly expressed in the “y” with its technologically-inspired leg.
However, the most remarkable element, which underpins the entire identity, is the initial “B.” The cut-out in the vertical stroke creates a distinctive visual effect, inspired by the molecular structure of peptides and the precision of surgical operations at the Bicycle Center. This choice effectively reflects the company’s goal: to develop complex yet targeted medical solutions.
In addition to the logo, special attention was given to the color palette and typography. The use of bright hues, such as deep blue and intense green, is meant to convey the scientific essence of the brand, evoking a sense of vitality and renewal. These colors are balanced by a refined, modern font, which also emphasizes the reliability of Bicycle’s therapeutic solutions.
Alongside the new identity, the brand’s digital presence has also been significantly refreshed. The Bicycle website has been restructured to present complex information in an accessible way. Dynamic animations and parallax scrolling effects create an immersive environment that facilitates understanding of scientific concepts. This type of navigation enhances user engagement and brings the technological world of Bicycle to life in an exciting way.
Overall, Bicycle’s rebranding not only reflects the company’s experience and innovations but also creates a visual identity that positions the brand as a pioneer in its field. The entire project represents a successful balance between scientific complexity and visual clarity, making the Bicycle universe both understandable and inspiring to the general public and specialists alike. This new identity beautifully celebrates an aesthetic evolution and reaffirms the company’s commitment to fighting cancer through innovation and scientific precision.
