From Waratah to double helix
This logo draws inspiration from the cross-section of the Waratah, a magnificent flower native to Australia. By simplifying this natural form, halving it and rotating it, the shape transforms into an abstract interpretation of the DNA double helix—bringing together the beauty of nature and the science of genetics.
02 · Cross-section
The layered petals drawn as rows of curved strokes.
03 · Simplified
Fewer strokes on one axis, with a point above and below.
04 · Halved and rotated
Split down the centre, each half turned and stacked on one axis. The result reads as a DNA double helix.
05 · With the wordmark
The mark sits beside the Elucia wordmark, which is unchanged.
A form with meaning
The resulting logomark is designed to feel feminine yet dynamic, balancing organic curves with a sense of movement and scientific precision. Its form reflects Elucia’s commitment to women’s health, individuality and the power of understanding what lies within, while complementing the simplicity and character of the existing wordmark to create a cohesive visual identity.
The mark on its own
On social profiles the mark stands alone in a circle, without the wordmark.
Eucalyptus on Ink
Ink on Eucalyptus
Decorative trim
Turned on its side and repeated end to end, the mark becomes a border.
About the artist
Tania Jocelynn Trisnadi is a multidisciplinary designer. She hand-sketched and brainstormed the logo concepts while putting her two-year-old daughter to bed.
Logo and design rationale by Tania Jocelynn Trisnadi.
