Global Genes Logo Update

Global Genes seeks to redesign its logo to better reflect the community we serve and mission.
While our current logo has significant brand equity, it is no longer representative of the
organization and the space we’re in. “It was appropriate 10 years ago, but Global Genes has
outgrown its logo” (focus group member)

In January 2023, Global Genes and RARE-X, two leading pan-rare disease organizations
merged, forming an organization that is now able to truly address the needs of next-generation
patient advocates. No matter where someone is in their journey with rare disease - from recently
diagnosed to driving research - our organization can provide support, connections, education,
and research enablement to help them do more for their family and communities they serve.
RARE-X brings a sophisticated research arm and robust data collection program that enables
patient communities to collect patient-reported, research-ready data, and researchers the ability
to gain access to large numbers of data points and look across diseases to advance therapies.

Our goal is a brand evolution - not a revolution. It is important that we remain recognizable
in the space while representing the growth that has occurred within our organization and the
more diverse community we serve.

This document has information that share information that will assist in creating a new logo,
including:
● Rare disease facts
● Feelings & symbols that could be referenced in a new logo & insights re: direction
● Differentiators
● Mission Statement
● Current logo pros & cons
● Focus group feedback
● Things to stay away from

Rare Disease Facts:

● A disease is considered rare when it affects fewer than 200,000 people in the US - about
1 in every 1500. (Other countries have different thresholds for what is considered rare)
● There are 10,000+ rare diseases
● 1 in 10 people are affected by rare disease
● 400 million people suffer from a rare disease (globally). About 10% of the US population
has a rare disease.
● 80% of rare diseases are genetic
● On average, it takes 4.8 years for rare patient to receive an accurate diagnosis
● 95% of rare diseases do not have an FDA approved treatment

Feelings And Symbols That Could Be Included:

● Hope. Even though the rare disease stats are quite grim, the community is full of hope,
support, creativity, and energy. Global Genes serves a powerful, tightly knit community of
people who lift each other up and work together to improve the lives of people around
the world with rare diseases. The logo should be uplifting, but grounded/not childish.
● Advocacy. Global Genes is an advocacy organization working across all 10,000+ rare
diseases and those who have not yet been diagnosed. Global Genes primarily focuses
advocacy efforts around providing support, education, and research enablement. Our
current logo nods to an advocacy ribbon, a common symbol. This is not a must for the
new potential logo.
● Genes/Genetics. 80% of rare diseases are caused by genetic mutation/deletion. One of
our tag lines is Hope. It’s in our genes. Genetics is a big part of what we do. A nod
toward genetics could make sense, but it is not everything we do (20% of rare diseases
are not genetic, and we focus on much more than just genetic testing and treatments.)
● Early & Ongoing Support, Education and Community. This is the beginning of a
journey and Global Genes is an entryway for many into this new world. Guide. Education
and showing/connecting people to next steps through information is a big part of what
Global Genes does across the community. Our tagline is Allies in Rare Disease and this
is a core calling across our programs and organization - to be there as a support for the
rare disease community.
● Connection / Inclusion. For families affected by rare disease, it’s important to find
community, be seen, heard, and supported. A globally connected community is
especially important when the number of people with a disease is so small. We hope to
have a logo that is inclusive of all people and not skewed too far toward one group -
race, gender, ethnicity, etc.
● Research/Science. Global Genes is a catalyst for advocates to begin pursuing research
in their disease. Now, more than ever, there is an opportunity through genetic and
research advancements to benefit rare diseases. Because of this, one of our main focus
areas is research enablement (in addition to support & education) - we have added a
major research arm to our organization in the last year through RARE-X. Learnings in
rare disease will impact our knowledge around more common conditions.
● Collaboration. Collaboration is the cornerstone of who we are. It is critical in advocacy
and research to work together to accelerate shared learnings and insights. Global Genes
is constantly breaking down silos - whether by encouraging multiple disease
organizations to work together for the better of their community, enabling researchers to
look across diseases to accelerate treatments, or developing content and resources with
like minded stakeholders that address shared needs for the entire rare community.
● Zebra. Zebra print is the ‘unofficial’ symbol for rare disease. [Reasoning: Doctors are
taught “when you hear hoofbeats, think horse, not zebra”, meaning the presentation
they’re seeing in a patient is most likely a common disease rather than something rare.
Rare disease orgs identify with the zebra] Global Genes doesn’t currently use zebra print
often, but could subtly in a new logo. It would be jarring to go too far into this.
● Other widely used imagery and colors in the space include:
○ Rare Disease Day tri-colors/overlapping hands are used throughout the rare
space and originate with World Rare Disease Day. This is mostly used Dec -
 March (around Rare Disease Day (month of February, February 28/29), but some
organizations nod to it throughout the year. There are specific brand guidelines
for how to use/not sure these assets. We should not include this in our new logo.
○ Blue denim has been a part of the Global Genes brand since the beginning.
Before Rare Disease Day tri-color/hands came out, blue denim was the unifying
symbol (this fell off ~5 years ago). The denim works as a play on genes (jeans)
and has been tied to a popular Jeans for Genes campaign (Global Genes does
not own the rights to Jeans for Genes, but participated in it 10 years ago). Global
Genes distributes denim awareness ribbons at events (up until Q2 2023, we
mailed them out too). Denim signals come as you are - comfort - everyone is
accepted.
● Brand colors. Global Genes brand colors found below (new, rolled out as of February
2023). One of our sub brands, RARE-X (the research program) uses multicolored dots in
its “X”. It could be a nice nod to this major program’s logo to incorporate dots into the
Global Genes logo, but is not required.
○ Include brand colors
● DNA stripe: Include in design

● Needs to go with our current website globalgenes.org

● Font. stay in din family. Preferred OSP Din Font. Keep font, - if anything diff don’t leave
din fam
○

Differentiators:
● Working Across Rare: Global Genes is a pan-rare organization, meaning we work
across all rare and undiagnosed diseases (not a specific/group of specific diseases). We
address common needs across the community and provide support, connection,
education, and research enablement opportunities (our 3 pillars).
● Welcoming: Global Genes is known as an organization that cares. Feedback from a
focus group (and other stakeholders) regularly focuses on how Global Genes is more
welcoming, personal, and patient-centric/patient-friendly than other pan-rare orgs.
“Global Genes is for your everyday person who needs help” vs corporate, legislative feel
● Inclusive: Global Genes works to represent all people and integrate health equity across
our programs.
○ Needs: There is something from anyone, no matter the stage of their journey
(from not yet/recently diagnosed, to taking a leadership role, well established in
their care, to advanced and driving research). Our programs address a variety of
stakeholders too - patients/caregivers, other patient org leaders, researchers,
industry
○ Health Equity: Global Genes has been a leader in health equity in rare, making
sure to elevate a variety of voices through our programs and events.
○ Audience = challenge: We have had difficulty attracting a diverse group of people
to our events and programs - our audience is primarily white/women. We do not
have much content/resources available outside of English.
 ○ Location = challenge: The majority of the people we engage with live in the US.
Depending on the program, international %s range from 15-40% and represent
as many as 70+ countries. Though Global is in our name, we could do a better
job of being truly global (programs/education in multiple languages, in-person
global engagement, etc)
● Next Generation Advocacy Focus: Changes in the last 10-15 years - from social
media growth to expanded genetic therapies - bring new opportunities for the rare
disease community & create expanded roles for advocates to advance care for and
reduce the burden of rare disease. Global Genes provides education, support, and
research enablement to the rare community no matter what stage they are in.
○ Not everyone identifies with next generation advocacy. This can be alienating for
some, including the older generation, so it’s important to indicate that this does
not mean we’re only focused on young people (“the next generation of
advocates”) or new advocacy methods (technology, data). All have a seat at the
table.

Global Genes Mission Statement:

● Supporting Next-Generation Advocacy
Global Genes provides patient advocates with a continuum of services to accelerate
their path from early support and awareness through research readiness, using a
collaborative approach that involves biopharma, researchers and funders, with data as a
central core.

Current Logo: Pros Current Logo: Cons

Established brand recognition - historical Jeans overpowers genes
presence, avoids confusion. Represents an
important time in someone’s life

Nod to gene shape Style of the logo appeals too much toward
women (limiting growth)

Nod to advocacy ribbon Does not speak to expanded research arm

Lighthearted/fun No global focus

Jeans = anyone, not exclusive, accessible Not inclusive of multiple people, cultures
(focus group)

Identity confusion “where is Global Genes Do I belong? Doesn’t represent me (focus

going” group)

Feedback from Community (Focus Groups):

● In Q4 2023, Global Genes asked members of its community about the current logo
during a focus group session. (3 focus groups, each with 7-8 participants) The overall
feedback from these participants is that Global Genes has outgrown the current logo:
 ○ Too playful (majority opinion): “...the organization is more sophisticated than
the logo.” “...jeans are a little hokey (the physical representation of jeans)...I know
it’s a play on words, but almost seems more appropriate for a fashion brand than
something that obviously involves rare disease.” “I get the joke, but it’s not
appropriate - rare disease is serious and frustrating - it’s off putting”
○ Too feminine / exclusionary (majority opinion): “...logo is very feminine. You
want to be more inclusive. Connections are made around the world across rare
disease diagnosis and patient communities.” “It looks kind of like mom jeans and
I always had a feeling a bunch of females were running it. It doesn’t seem quite
as professional and inclusionary as what it could be…”
○ Cute/recognizable (minority opinion (2)): “I thought the jeans were pretty cute
and unique. I loved using the jeans/genes. I never saw the other side because
I’m in it as a woman. Yes, it does look like a pair of women’s legs and it does
exclude some that have a rare disease.” “I think it looks great. I remember when I
first saw it and loved it bc I can see genes and denim jeans and DNA strand. It’s
very recognizable to me.”
● Our goal is a brand evolution - not a revolution. It is important that we remain
recognizable in the space while representing the growth that has occurred within our
organization and the more diverse community we serve.

Stay Away From:

● Similar logos / feel of some of the other larger players in the rare disease space,
including the below. Some similarities between these:
○ Stars/points (NORD, RDD, ELF, Eurodis
○ Green, pink, blue (RDD, Eurodis, RDI)

● Symbolism that would be too on the nose

○ Globe
○ Gene shape specifically
○ Zebra head
● Stay away from shadows/3D, but gradients are potentially ok

Logos We Like:
● Logo could be icon + Global Genes OR
● The new logo has to work with the existing RARE-X logo
● Simple, bold minimalism, modern
Next Steps:
● Research on crowdsource graphic design sites
○ Nikki researching options - Logo Redesign 2023
●