PROJECT // JONA / BRAND IDENTITY

Let's dive in your microbiome

Jona provides in-depth gut microbiome analyses, offering AI-powered solutions to address symptoms and optimize your health.
Inspired by the myth of Jonah and the Whael, Jona symbolizes the journey of inner exploration- diving deep into your 'inner ocean' to uncover the keys to better well-being.

PROJECT MANAGER : LEXI KAFKIS
SITE DEVELOPMENT : STUDIO WAWWW

CONCEPT

Like the ocean, the human body and its gut microbiome is a world full of life and beauty. The ocean and its ecosystems mirror the complex micro-ecosystem of the microbiome both metaphorically and visually. The visual direction is inspired by the sea’s subtle textures and nuances.

BIODIVERSITY I ECOSYSTEM INTERDEPENDANCE I UNCHARTED DEPTHS I ENVIRONMENTAL SENSITIVITY

VISUAL UNIVERSE

The Jona wordmark logotype embodies the essence of a transformative journey toward better health—an odyssey into the depths of the gut microbiome, aboard the most technologically advanced vessel. Inspired by the pioneering spirit of NASA’s iconic 1974 logotype, it evokes the boundless exploration of the unknown, charting a course to the farthest frontiers of scientific discovery.

Every letter is shaped with attention and precision. The letter-spacing is calibrated to ensure a both compact and airy appearance, in order to fit on every support, and to be super-readable.

The emblem’s minimalist design aligns with the brand’s essence, mirroring the curves of the wordmark for visual harmony. Primarily shaped as a "J" for instant brand recognition, it also subtly recalls the story of Jonah and the Whale—depicting the whale’s ascent as a symbol of Jonah’s return. Its twisted form embodies movement, transformation, and challenge, while philosophically merging Jonah and the whale into a single entity, where question and answer coexist.

TYPOGRAPHY

SORA

LOWERCASE & UPPERCASE

Aa Bb Cc Dd Ee Ff Gg Hh Ii
Jj Kk Ll Mm Nn Oo Pp Qq Rr
Ss Tt Uu Vv Ww Xx Yy Zz

NUMBERS

0123456789

ACCENTED

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PUNCTUATION & SYMBOLS

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Designed by Jonathan Barnbrook & Julian Moncàda, the Sora typeface (googlefont) was designed to capture Soramitsu's spirit and heritage resulting in a type family with cues of low-resolution aesthetics and early screen typography but without nostalgia, as every decision was considered towards the crisp digital environment of today. The particularly big x-height combined with evidently generous counters turns the family into a convenient tool for app and web interfaces, where clarity and effectiveness at any size is an imperative.