The visual identity uses the most elementary form of developmental biology - the stem cell - as its initial concept. Various speckles represent the stem cells that are used as building blocks for the complete house-style. The logo is built up of a moiré grid of speckles to represent the abstract shape of an embryo.
Other items of the house-style show the further development of life; from embryo to living organism, illustrated in the characteristic grid. Constantly, three embryonic stages are printed to create depth within the image. The stationary shows the development of a zebrafish, dog, chicken or rabbit.
The visual language - that of ‘formless’ stem cell to full-fledged embryo - illustrates and further clarifies the process of developing life: the essence of this research institute.