The Biotechnology Council of New Jersey is a
trade association that works as an advocate to
promote biotechnology in the Garden State.
Roessner & Co. was engaged to create a new
graphic brand for the organization, as well as a
tagline. Working with their management team,
the decision was made to shorten the group’s
name to “Bio-NJ”. We designed several concepts
but ultimately settled on a unique design that
uses the DNA double helix to suggest the outline
of the shape of New Jersey coupled with the
intentional double meaning of the tagline
“Advancing the State of Biotechnology.”