GERO | Flexible Identity and App

A flexible identity for a progressive brand

Marco Spies, Co-founder & Managing Partner
by Marco Spies, Co-founder & Managing Partner

GERO, a Russian healthcare start-up, developed a new technology that allows the early detection of age-related diseases using mathematical models. We developed a flexible corporate design to reflect the startup’s progressive positioning in the highly innovative and dynamic Quantified Self market. The generative logo we created for GERO uses motion data from a tracking bracelet to generate an abstract and ever-changing ‘tree of life’ in real time.

Data-Driven Design

Users’ daily activities form the basis of the app’s analytics. After an intensive kickoff workshop in a dacha outside Moscow, we developed a generative visual identity. At the same time, app drafts were created with the aim of aligning the corporate design as closely as possible with the product and its interaction logic.


A Living Logo

The three axes of the figurative logo refer to the ‘tree of life’ symbol, a widespread archetype in the mythologies of the world that symbolises the favourable living conditions that ensure a good life for all creatures. In constant motion, they reflect the activity of the GERO community at the overall brand level and the personal activity of each member in the application. Each axis corresponds in real time to one of three spatial axes (x, y, z). The colours are generated based on the general health status of the communities.


The mirrored "3" in the typology introduces a progressive, technoid element that matches the product category and positioning of the brand. It is also reminiscent of the Greek sigma, the symbol of the sum. And this is precisely what the logo is: the sum of all data from the GERO community.


The logo for Gero has been selected "one of 50 masterpieces of logo design" by Steven Heller and Gail Anderson.