WHY IS CHEMISTRY SO HARD TO BRAND? BECAUSE CHEMISTRY = ATOMIC STRUCTURE.
CANNOT SEE, SMELL, TASTE,
DON’T KNOW WHY IT WORKS
OR HEAR CHEMISTRY
Even abstract types of businesses (like life coaches or B2B service companies) have tangible associations to the real world—things that designers can draw on when creating an identity. Even if a buyer cannot see what is being purchased, s/he understands the purpose of the service on some level. Chemistry is not like any business or person. It has no purpose and no true form. And all associated imagery (and culture) is sterile and lofty— not something relatable or engaging for high school students.
No color on the atomic level No visible form (what we “see” is computer read-outs of energy and particles) Actual form is ever-changing Existing models do not accurately show atomic structure Rules of form and structure change
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SIMPLE CHEM