The Genesis Fertility Acupuncture Clinic is a new Start up business based in Galway which specializes in fertility acupuncture. Because of the nature of the business the logo design for this Galway based client needed to have a very feminine aspect to both its typography and look. The end result is an identity design which does that – the icon for Genesis uses an upper case G with a slight glow on its left hand edge which is meant to be reflective of a ‘pregnant’ mother. The colours used are both feminine but also quite strong. Interestingly the Capital G for the Typography – called Yana B – comes from a completely different font family than the rest of the text as it was more suited to the overall look.