Signature Brand

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Signature Brand

  1. 1. Signature Genomics Brand Concepts May 14, 2009
  2. 2. CompaSSion ChallenGer innovation UnDerStanDinG/meaninG • Samples as people • Location • Research and development • Fastest turnaround time • Patient arrivals • Commercial lab rooted in • Pioneer • Customer service • Hardship committee academic rigor • Genoglyphix • Volume leader • 100% of staff believe in – Speaking • Cancer • Quality assurance saving lives – Publishing • Syndrome discovery • Genetic counselors • Genetic counselors • “If it’s not there, we • Lab adaptability through • FISH if needed • No phone tree will build it” growth (1 to 16,000) • Clinical tools • Every abnormal gets a call • Service and product • Cutting-edge technology • Collaboration and teamwork • Genoglyphix links to adaptability • New York • Mutual respect support network (suite of solutions) • Chip • Demystify complicated results • Babies get special care • Risk-taking • Genetic counselors advise • Academic and scientific rigor • Spokane talent pool improper testing • Do the right thing (ethics) • Entrepreneurial spirit • Largest database in • Medicaid and Medicare clinical care compliance Signature Genomics Brand Concepts May 14, 2009
  3. 3. Positioning Statement We turn complexity into meaning. Signature Genomics is committed to providing understandable answers—with the ultimate goal of bettering patient lives. Understanding Compassion Challenger Innovation Brand Promise Bettering Lives Signature Genomics Brand Concepts May 14, 2009
  4. 4. Brand personality • Confident yet humble • Intelligent • Risk-taking • Secure • Compassionate • High-energy • Genuine • Honest • Approachable Signature Genomics Brand Concepts May 14, 2009
  5. 5. Signature Genomics Creative audit SGl utilizes same “suite” of graphics as competition No “ownable” system to differentiate Branded house vs. house of brands The SGL brand is lost in a multitude of messages, services and products. multiple colors, fonts, point sizes, graphics and photography all compete Multiple messages and graphics undermine your strengths and leadership position. Brand elements (color, font, layout) feel dated Follower vs. cutting-edge leader the “words” don’t match the “pictures” Clinical voice does not match human imagery, resulting in a lack of cohesion. no emotional compass Why should I care about this brand? Keep it simple— Headline font vs. the 3 “Ws” body copy Simplicity. Messaging hierarchy Consistency. Simplify the logo Clean up meaning. Match font to personality “logo soup” Color theory Match voice to Photographic POV personality Signature Genomics Brand Concepts May 14, 2009
  6. 6. opportunity CmDX Human, approachable, decent design and site navigation GeneDX Clear brand hierarchy, good information design BlueGnome Simple and direct site navigation, good use of icons Signature Genomics Good job of incorporating human touch visual elements throughout breadth of materials Quest Diagnostics OK job of conveying patient-centric approach labCorp Simple, straightforward site design Baylor (mGl) High-end illustration lends credibility emory Nothing unique or compelling to offer
  7. 7. the logo (Before) the logo (after) SIGNATURE GENOMIC LABORATORIES, LLC Signature Genomics Brand Concepts May 14, 2009
  8. 8. Concept 1 the point of Clarity The Signature Genomics logo suggests finding clarity—unraveling mystery through rigor and precision. But its promise is lost in a sea of graphics. It’s time to celebrate the brand mark— to complement the significance of Signature Genomics’ efforts—by emphasizing it as a catalyst for greater meaning and understanding. We do this by using the one solitary “point” to create a one-to-one relationship between idea and mark. The “point” can now be assigned a number of tasks, from representing the unified compassion of the staff to conveying the cutting-edge technology and intellectual might needed to face cancer head-on. The “point” always lives in relationship to the humanity it serves, be it a diagnosed infant, an enlightened physician or a grateful parent. Simple. Consistent. Meaningful. Signature Genomics Brand Concepts May 14, 2009
  9. 9. Photographic Style and Execution Fonts Helvetica Neu AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Helvetica Neu Bold AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Color Palette Graphic Element(s) Turning Science into Meaning SIGNATURE GENOMIC LABORATORIES, LLC CRAS VOLUTPAT. VESTIBULUM OR. CRAS VOLUTPAT. VESTIBULUM OR. PELLEN TESQUE A NIBH ID MAURIS RHON PELLEN TESQUE A NIBH ID MAURIS RHON CUS VULPU TATE. CUS VULPU TATE. Signature Genomics Brand Concepts May 14, 2009
  10. 10. ANSWERS FOR BETTER LIVES. Turning Science into Meaning SIGNATURE GENOMIC LABORATORIES, LLC
  11. 11. Brochure S E E K I N G O U T C O M E S. F I N D I N G A N S W E R S. S AV I N G L I V E S. Turning Science into Meaning SIGNATURE GENOMIC LABORATORIES, LLC C L A R I T Y. F O R M O R E T H A N J U S T A M O M E N T. Signature Genomic Laboratories is the premier cytogenetic laboratory for microarray testing, a new technology that allows geneticists to evaluate many segments of the human genome faster and more accurately than ever before. But just as important as our breakthrough technology is our ability to translate it into useful, understandable answers. Answers that can create futures. Change outcomes. Save lives. Because without understanding, science is merely science. But with it, science can do something much more powerful: better patient lives. Cras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhon Lorem ipsum dolor sit amet, consectetur adipiscing cus vulputate. Morbi aliquam ornare ligula. Maecenas lectus arcu, elit. Aenean tristique. Maecenas placerat odio. feugiat vitae, sagittis blandit, mattis quis, erat. Fusce ac orci et nibh Pellentesque eu justo nec tor tor sagittis interdum. ornare sollicitudin. Nulla at nibh quis arcu lacinia volutpat. Quisque Curabitur porta. Prae sent nec nisi a ipsum pellen- eget magna. Mauris iaculis dui at purus. Nulla elementum la cinia tesque eleifend. lacus. Donec at. 17p11.2 Cathy White, m.D. pellen teSQUe a niBh iD maUriS rhon aBC CliniCal laBoratorieS Nulla et nisi vel erat sagittis suscipit 19% 58% 62% 23% 19% 19% Lorem ipsum dolor sit ame Maecenas feugiat Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas blandit. Vestibulum ac eros. Mae- cenas nec odio. Donec viverra ipsum vel mauris. Nam at quam a ante auctor posuere. Aliquam sed libero sit amet eros pharetra posuere. “It’s not just the technology Cras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhon cus vulputate. Morbi aliquam ornare ligula. Maecenas lectus arcu, feugiat vitae, sagit tellus nec metus adipiscing varius. Curabitur et eros quis turpis tempor tincidunt. Quisque vulputate. Morbi sollicitudin tempus quam. Aenean ut sapien. THAT MAKES SIGNATURE GENOMICS SPECIAL. IT’S THEIR ABILITY TO TURN THAT tis blandit, mattis quis, erat. Fusce ac orci et nibh Vestibulum orci. Pellentesque a nibh id mauris rhon TECHNOLOGY INTO ANSWERS I CAN USE TO IMPROVE PATIENTS’ LIVES.” ornare sollicitudin. Nulla at nibh quis arcu lacinia cus vulputate. Morbi aliquam ornare ligula. Maece volutpat. Quisque eget magna. Mauris iaculis dui nas lectus arcu, at purus. Nulla elementum la cinia lacus. Donec at Signature Genomics Brand Concepts May 14, 2009
  12. 12. Advertisement START BY UNDERSTANDING IT. THE BEST WAY TO FIGHT CANCER? Vestibulum orci. Pellentesque a nibh id mauris rhon cus vulputate. Morbi aliquam ornare ligula. Maecenas lectus arcu, feugiat vitae, sagittis blandit, mattis quis, erat. Fusce ac orci et nibh ornare sollici tudin. Nulla at nibh quis arcu lacinia volutpat. . Maecenas lectus arcu, feugiat vitae, sagittis blandit, mattis quis. Turning Science into Meaning SIGNATURE GENOMIC LABORATORIES, LLC www.signaturegenomics.com Tradeshow Booth Signature Genomics Brand Concepts May 14, 2009
  13. 13. Concept 2 a Window of Understanding For the competition, combining science with humanity seems impossible. For Signature Genomics, it’s just the opposite. Science and humanity are not mutually exclusive—they are inseparable. We celebrate this union with the juxtaposition of simple and recognizable “containers” and compelling lifestyle imagery. Infinitely extendable, these tools of the trade can be used to represent Signature Genomics’ scientific core, brand pillars and product offerings. Likewise, the images outside the “tools” embody the human impact of Signature Genomics’ science, reinforcing the core brand promise of “bettering lives.” Simple. Consistent. Meaningful. Signature Genomics Brand Concepts May 14, 2009
  14. 14. Photographic Style and Execution Fonts Baskerville Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Avenir 55 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz Color Palette Graphic Element(s) Signature Genomics Brand Concepts May 14, 2009
  15. 15. Breakthroughs in understanding. SIGNATURE GENOMIC LABORATORIES, LLC www.signaturegenomics.com
  16. 16. Brochure Breakthroughs in understanding. SIGNATURE GENOMIC LABORATORIES, LLC SIGNATURE GENOMIC LABORATORIES, LLC Science. Delivered in human terms. SIGNATURE GENOMIC LABORATORIES is the premier cytogenetic Lorem ipsum dolor sit amet, consecte tur adipiscing elit. Cras lobortis, laboratory for microarray testing, a new technology that allows mi vel blandit fringilla lorem dui geneticists to evaluate many segments of the human genome faster and more accurately than ever before. But just as important as our breakthrough technology is our ability to translate it into useful, understandable answers. Answers that can create futures. Change outcomes. Save lives. Because without understanding, science is merely science. But with it, science can do something much more powerful: better patient lives. [ 17p11.2 IS OREM IP SUM DOLOR SIT AMET, consectetur adipiscing elit. In ornare rutrum diam viverra consequat. In a laoreet arcu. Etiam imperdiet dignissim massa, vel ullamcorper massa fermentum non. Pellentesque metus nunc, scelerisque ac dignissim ac, tincidunt ut sem. Phasellus sollicitudin adipiscing lobortis. Sed nulla mi, fringilla auctor tempor in, malesuada vel lacus. Aenean porta libero at nibh pellen- tesque et cursus diam hendrerit. Proin orci massa, sodales at convallis nec, convallis eget ligula. Nulla ac vestibulum velit. Fusce urna eros, tristique vel rutrum ornare. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed lacus metus, elementum sed, hendrerit quis, euismod ut, est. Vivamus tincidunt sem ultri ces urna. Signature Genomics Brand Concepts May 14, 2009
  17. 17. Advertisement It’s not about the cancer we’re fighting. It’s about the lives we’re improving. Nare sollicitudin. Nulla at nibh quis arcu lacinia volut pat. Quisque eget magna. Mauris iaculis dui at purus. Nulla elemen tum lacinia lacus. Donec at tellus nec metus adipi scing varius. Curabi tur et eros quis turpis tempor tincid unt. Quisque vulpu tate. Morbi sol licitudin tempus quam. Aenean ut sapien. Learn more at www.signaturegenomics.com SIGNATURE Breakthroughs in understanding. GENOMIC LABORATORIES, LLC Tradeshow Booth Signature Genomics Brand Concepts May 14, 2009
  18. 18. Concept 3 a new Definition of Science Science is at the very core of Signature Genomics. But we don’t view what we do as purely scientific. We see not samples or test results but human lives, and understand that our efforts fall short if we are unable to translate complex information into actionable answers. Ours is a unified pursuit for understanding—for bettering lives. This is what sets Signature Genomics apart, and we convey this through compelling photojournalistic imagery of our staff working in their element—juxtaposed with bold statements and quotes expressed by the scientists and staff themselves. So whether it’s identifying the prenatal syndromes of today or detecting the cancers of tomorrow, our unique esprit de corps will remain strong—it will not be compromised. Simple. Consistent. Meaningful. Signature Genomics Brand Concepts May 14, 2009
  19. 19. Photographic Style and Execution Fonts Century Schoolbook AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Century Gothic AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz Color Palette Typographic Style Graphic Element This has a name. This is a life. Signature Genomics Brand Concepts May 14, 2009
  20. 20. Brochure At Signature Genomics, we see science differently. SIGNATURE GENOMIC LABORATORIES, LLC The Science of Understanding. We see: promise. challenges. It’s more than technology. It’s understanding. answers. Cras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhon cus vulputate. Morbi aliquam ornare ligula. Mae cenas lectus arcu, feugiat vi tae, sagittis blandit, mattis quis, erat. Fusce ac orci et nibh ornare sollicitu din. Nulla at nibh quis arcu lacinia volutpat. Quisque eget magna. Mauris iaculis dui at purus. Nulla elementum lacinia lacus. “What makes Signature different is the fact that while we’re at the forefront [ of genomic technology, we 17p11.2 never lose sight of the humanity that technology allows us Signature Genomic Laboratories is the premier cytogenetic laboratory to affect. And that’s a for microarray testing, a new technology that allows geneticists to evaluate many segments of the human genome faster and more accurately than ever before. But just as important as our breakthrough technology is our ability to translate it into useful, understandable answers. Answers that can create futures. Change outcomes. Save lives. Because without understanding, really powerful thing.” science is merely science. But with it, science can do something much more powerful: better patient lives. Bassen Bejjani, M.D., FACMG Founding Partner Signature Genomic Laboratories, LLC Signature Genomics Brand Concepts May 14, 2009
  21. 21. Advertisement We see cancer and we’re not afraid of it. Cras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhon cus vulputate. Morbi aliquam ornare ligula. Maecenas lectus arcu, feugiat vi tae, sagit- tis blandit, mattis quis, erat. Fusce ac orci et nibh ornare sollicitu din. SIGNATURE GENOMIC LABORATORIES, LLC www.signaturegenomics.com The Science of Understanding. Tradeshow Booth Tradeshow Booth Signature Genomics Brand Concepts May 14, 2009

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