Branding & Visual Identity
As part of our evolution into a provincial program within the Provincial Health Services Authority (PHSA), Canada’s Michael Smith Genome Sciences Centre has undergone a strategic rebranding to better reflect who we are today—and where we are headed.
This rebranding effort reflects three core objectives:
1. Modernization
To refresh the GSC’s visual identity with a more contemporary, flexible, and accessible look that aligns with our leadership in genomics, bioinformatics, and precision health.
2. Clarity
To simplify how we present ourselves across platforms, making it easier for collaborators, partners, and the public to understand who we are and what we do.
3. Connection
To strengthen how we communicate our mission, values, and impact across Canada and internationally—while honoring the enduring legacy of Dr. Michael Smith.
The Story Behind the Logo
Our new logo is based on the geometry of human chromosome 19.
This chromosome is remarkable:
- It contains many genes essential to all forms of life and is the most conserved human chromosome across species.
- It is the most densely packed with cancer-associated genes, according to the Cancer Gene Census (CGC).
- Although chromosome 19 accounts for just 2% of the human genome, it contains 6% of CGC genes (43 out of 759).
- With a CGC gene density of 0.73 genes/Mb, it is 130% denser than the next most gene-dense chromosome (chromosome 17).
This scientific foundation anchors our brand in the heart of biological insight and innovation—a tribute to the GSC’s mission to drive genomics forward.
Learn more about the logo & design process and access the full branding package and logo files
