23 logos for a molecular genetic consumer product

Following the numerical sequence begun with yesterday’s 22-Pistepirkko package design, I thought I’d look for a brand with “23” in its name.

There were a several choices to consider… 23 Degrees is a coffee brand named for “the Bean Belt, the land 23° north and south of the equator, where most of the world’s coffee is grown.” Bulova 23 is a line of watches named with 23 jewels in the movement.

I went with 23andMe, a company named for the number of chromosomes we have:

The company is named for the 23 pairs of chromosomes in a normal human cell. Their personal genome test kit was named “Invention of the Year” by Time magazine in 2008.

Wikipedia’s entry on 23andMe

The company’s branding, logo design and “personal genome test kit” —also known as their “Spit Kit”—were redesigned in 2008 by MetaDesign. They created a set of 23 brand logos—one for each chromosome…


“The variety of 23 distinct yet visually unified logos plays conceptually on the human chromosome, while a bright color palette highlights the boldness of 23andMe’s unique immersion into consumer genetics.”

(from MetaDesign’s website)

Today is also National Mole Day:

Celebrated annually on October 23 from 6:02 a.m. to 6:02 p.m., Mole Day commemorates Avogadro’s Number (6.02 x 10^23), which is a basic measuring unit in chemistry…

For a given molecule, one mole is a mass (in grams) whose number is equal to the atomic mass of the molecule. For example, the water molecule has an atomic mass of 18, therefore one mole of water weighs 18 grams. An atom of neon has an atomic mass of 20, therefore one mole of neon weighs 20 grams. In general, one mole of any substance contains Avogadro’s Number of molecules or atoms of that substance. This relationship was first discovered by Amadeo Avogadro (1776-1858) and he received credit for this after his death.

National Mole Day Foundation

(See also: Nano-Bio Kits)

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