Cell Targeting, Inc. is a small and innovative stem-cell technology company. They work closely with the Center for Stem Cell & Regenerative Medicine at Case Western Reserve University. As funds for stem cell research has increased, Cell Targeting’s roll has become greater within the stem cell industry.
In order to breakout of the upstart business category, they needed an identity that would establish them as a legitimate business. However, they were concerned about having a look that could conflict with that of Target stores. The solution was to use a less intrusive color scheme, and depict the idea of a target without using a standard bulls eye depiction. The target was created by referencing different crosshair arrangements, which also alluded to the way the cell technology actually works.
