FROM LAB TO LOGO
PROJECT: DTU SPECIAL COURSE
case: Danish TEM SOlutions
PROduct: BRand design
CHALLENGE
A DTU-founded tech startup needed a unique brand identity at the earliest stage possible: this included name, logo, value definition, and visual personality. The startup sells nano channel chips for electron microscopes which is an extremely specific target group, primarily consisting of researchers. Given the premium nature and cost of their products, it was essential for the brand to reflect high quality and competence.PROCESS
Having limited knowledge in the field of electron microscopy, I initiated the exploration phase by gaining knowledge through desk research, visits and interviews. A name for the company was explored through co-creating workshops and decided based on defined requirements and recommendations. To ensure the logo design fit the industry while standing out, I conducted a target audience and competitor analysis. The final design was tested both qualitatively and quantitatively to refine and validate its effectiveness.
OUTCOME
The final handover to the company included a brand guidebook, graphic files, and templates for Microsoft Word and Power Point. The company name ”Danish TEM Solutions” was chosen. The logo was inspired by the pattern visible when looking into an electron microscope and the geometric layout resembles precision and insight, combined with the dark blue background to imply professionalism and rationale. 
“Since the beginning, I have been impressed by Laura’s ability to approach the task independently in a professional and thorough way and approached a product by sending the right signals. I do not believe I could have gotten better help.”
- FOUNDER, EMIL STILLHOFF
