Genective is a technology joint venture of Groupe Limagrain and KWS Group, the largest seed companies in France and Germany, respectively, and the fourth and fifth largest in the world. Genective is dedicated to the research, development, and commercialization of transgenic traits, focusing on insect resistant corn.
There were two areas that Genective needed to examine when forming its corporate strategy; Genective’s own visual identity and flowing from that the creation of brand identity (or identities). These areas were separate but not divorced.
I suggested that a corporate mark be developed from two distinct approaches: Professional, technologically savvy, crisp and from a human perspective – friendly but retaining the image of creative technology. Technology for the real world and the people who live in it. Both these approaches must embrace the need to portray the company as a leader in its field; professional, knowledgeable, cutting edge technology leader; authoratitive and reliable. This was my solution.
