The DNA project came from a business co-operative importing drum kits and percussion from mainland China for sale in Australia and needed a branding that gave prospective buyers the understanding that the product was not manufactured in Australia, but was being imported by an Australian company. Based on the acronym for Drum National Australia, the logo was designed for simplicity, to be stamped on skins, cymbals and badges and was designed around a font that gave the wholesale impression of science; sketching the double helix or typewritten research notes. The overall feel is one of modernity, but with an edginess that customers expect from musical instrument branding.