26.9. – 1.10.2023

Business Genome Company


Zagreb Fair
WED 17.00-22.00
THU-SUN 11.00-22.00

Aerosol Magee Scientific. Keeping an Eye on Black Carbon. To manage the effects of black carbon, you must first be able to measure it. In 1978 Tony Hansen invented the Aethalometer — an instrument used on all continents of the world for real-time measurement of carbon particles in the air. His brand of Magee Scientific instruments is produced by the company Aerosol, which exported 99% of all devices on the market in the last ten years. With their unification in 2022, our task was clear — rebrand two champions under one name, one powerful symbol, and one user-friendly brand, without losing any part of their hard-earned market status.‍

We encoded the following brand values into their every touchpoint:Black carbon authority/Superior measurement/Robust reliability/Future aware.

The symbol of the brand is derived from the flagship product itself, where the strips inside the Aethalometer collect carbon particles. The resulting symbol is an authority — monolithic, robust, and timeless. In motion, the symbol begins to act as an eye that observes and judges its environment, just like the Aethalometer. The new brand has to cover a lot of ground and combines the scientific, the product, and the human aspects of the company into a single look and feel. To ensure a consistent and easy-to-use brand identity the visual elements and their relationships are clearly defined using a responsive layout system that can adapt to any format, channel, content, or touchpoint.


Business Genome BGCo (short for the Business Genome Company) is a design consultancy dedicated to helping companies build better brands, close-knit teams, and exceptional cultures by decoding, designing, and managing corporate DNA. Our value-based approach to branding backed by a proprietary design framework enables companies to transform their core values into daily actions.The author Kaja Kisilak primarily focuses on designing visual identities, crafting user experiences, and creating original illustrations for various projects. She possesses a strong inclination towards exploring the broader context of the visual world, constantly seeking new avenues of creativity and expression.

Project name Aerosol Magee Scientific Brand Identity
Year 2022.
Client Aerosol Magee Scientific
Design Business Genome Company
Zagreb Fair
TUE 17.00-22.00
WED-SUN 11.00-22.00


Similar events Graphic design