Overview

True Protein (now True Nutrition) is a huge and well know nutrition complements manufacturer and retailer, operating worldwide.

With the growth of their business they felt the need for a more personal logotype.

* their current website wasn't designed by us, neither is the True Nutrition logo even if it's directly derived from my redesign.


 Client: True Protein
 Designer: Philippe Phrénèse
 Website: trueprotein.com
 Year: 2008

First, for continuity purposes, it was decided the DNA symbol had to stay.

Then, after an extensive benchmark of this industry, we chose to have the wordmark set in lower-case. Most of the nutrition/body-building brands using big all caps letters we thought it was a relevant choice for an efficient differenciation.

Finally, the metal/chrome effect had to be maintained.

My work mainly consisted in an integration of the DNA helix, which I chose to do via the T initial.

As visible in the alternate version below, I wanted to implement a custom font but my clients prefered something more classic. We then narrowed it down to a slightly modified version of Century Gothic.

Alternate Version

This was my first rough version which got rejected.
Emphasis was made on compactness and customization of the font, using unattached "branches of DNA" to form the letters.

While their choice is aesthetically pleasing, I think this solution has better flexibility especially at small sizes and when the main symbol (the DNA T initial) has to be used, like in avatars or favicons.

Obviously some more rounds of refinement would have been needed, especially for type legibility, but the main feel was there.