Launching a bold biotech brand that draws talent and investors.
An identity worth of a grand vision to delay aging.
Founded by Coinbase CEO Brian Armstrong and Blake Byers of Google Ventures, NewLimit needed a brand that paired scientific credibility with bold conviction to attract top talent and investment. After launch, NewLimit raised $40M in Series A funding.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
On the homepage, scrolling turns the mark back into the graph it comes from.
Visual identity
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
NewLimit’s mark is a mortality graph.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
NewLimit’s mark is a mortality graph.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
NewLimit’s mark is a mortality graph.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
NewLimit’s mark is a mortality graph.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
NewLimit’s mark is a mortality graph.
Two arches stand for past and present life expectancy. The bar that crosses them is NewLimit, extending how long people live well. It is simple enough to work at any size and carries the whole idea of the company.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
The arches and the bar become patterns, windows for imagery and a framework for the science.
Design principles
Designed for 2040, not 2100.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
The voice rests on three pillars developed with the founding team: radical ambition, respect for human life and definite optimism. Scientific language, delivered plainly.
Design principles
Designed for 2040, not 2100.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
The voice rests on three pillars developed with the founding team: radical ambition, respect for human life and definite optimism. Scientific language, delivered plainly.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
Designed for 2040, not 2100.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
Designed for 2040, not 2100.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
Design principles
Designed for 2040, not 2100.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
The founders wanted a brand that could stand beside serious science without borrowing from science fiction. We kept the system restrained: a single weight of Sequel Sans, a palette that runs from deep indigo to soft periwinkle and peach, and microscopy of the biology itself rather than illustrations of the future.
Brand guidelines
Website
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
The site had to make a long-term mission feel credible today.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
The site had to make a long-term mission feel credible today.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
The site had to make a long-term mission feel credible today.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
The site had to make a long-term mission feel credible today.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
The site had to make a long-term mission feel credible today.
It lays out the science, the approach and the team in plain language, with a path forward rather than a vision statement.
The science, explained in the brand’s own language.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
The science, explained in the brand’s own language.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
The science, explained in the brand’s own language.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
The science, explained in the brand’s own language.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
The science, explained in the brand’s own language.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
Gene expression is drawn as a set of rings on the Science page. Here, the same rings turn back an epigenetic clock, the idea at the centre of NewLimit’s work.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The site is designed to tell its story as you scroll.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The site is designed to tell its story as you scroll.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The site is designed to tell its story as you scroll.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The site is designed to tell its story as you scroll.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
The site is designed to tell its story as you scroll.
The homepage turns the mark into the mortality graph it comes from. The Science page builds its argument section by section. Across the site, motion is slow and deliberate, in keeping with the subject.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Every section arrives through the same transition, so moving through the site feels continuous.
Impact
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
The brief was a brand that would attract top scientific talent and serious investment.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
The brief was a brand that would attract top scientific talent and serious investment.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
Series A · May 2023
$40M
Led by Dimension, Founders Fund and Kleiner Perkins.
Series B · May 2025
$130M
Led by Kleiner Perkins, with Khosla Ventures, Nat Friedman and Daniel Gross.
October 2025
$45M
Additional funding, with Eli Lilly among the investors.
Series C · June 2026
$435M
Led by Founders Fund at a valuation of about $3.1 billion, to begin the company’s first clinical trial.
The brief was a brand that would attract top scientific talent and serious investment.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
The brief was a brand that would attract top scientific talent and serious investment.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
The brief was a brand that would attract top scientific talent and serious investment.
NewLimit launched the identity in 2022. It has since raised $650 million across four rounds, most recently a $435 million Series C to begin its first clinical trial, and the brand and website remain in use today.
