signature brand
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Sig
nat
ure
Gen
om
ics
Bra
nd
Co
nce
pts
May
14,
200
9
Co
mpa
SS
ion
• S
ampl
es a
s pe
ople
• P
atie
nt a
rriv
als
• H
ards
hip
com
mitt
ee
• 1
00%
of s
taff
belie
ve in
sa
ving
live
s
• G
enet
ic c
ouns
elor
s
• N
o ph
one
tree
• E
very
abn
orm
al g
ets
a ca
ll
• G
enog
lyph
ix li
nks
to
su
ppor
t net
wor
k
• B
abie
s ge
t spe
cial
car
e
• A
cade
mic
and
sci
entifi
c rig
or
• D
o th
e rig
ht th
ing
(eth
ics)
• M
edic
aid
and
Med
icar
e
co
mpl
ianc
e
Ch
al
le
nG
er
• L
ocat
ion
• C
omm
erci
al la
b ro
oted
in
ac
adem
ic r
igor
–
Spe
akin
g
–
Pub
lishi
ng
• “I
f it’s
not
ther
e, w
e
w
ill b
uild
it”
• S
ervi
ce a
nd p
rodu
ct
ad
apta
bilit
y
(s
uite
of s
olut
ions
)
• R
isk-
taki
ng
• S
poka
ne ta
lent
poo
l
• E
ntre
pren
euria
l spi
rit
inn
ova
tio
n
• R
esea
rch
and
deve
lopm
ent
• P
ione
er
• G
enog
lyph
ix
• C
ance
r
• S
yndr
ome
disc
over
y
• L
ab a
dapt
abili
ty th
roug
h
gr
owth
(1
to 1
6,00
0)
• C
uttin
g-ed
ge te
chno
logy
• N
ew Y
ork
• C
hip
Un
De
rS
tan
Din
G/m
ea
nin
G
• F
aste
st tu
rnar
ound
tim
e
• C
usto
mer
ser
vice
• V
olum
e le
ader
• Q
ualit
y as
sura
nce
• G
enet
ic c
ouns
elor
s
• F
ISH
if n
eede
d
• C
linic
al to
ols
• C
olla
bora
tion
and
team
wor
k
• M
utua
l res
pect
• D
emys
tify
com
plic
ated
res
ults
• G
enet
ic c
ouns
elor
s ad
vise
im
prop
er te
stin
g
• L
arge
st d
atab
ase
in
cl
inic
al c
are
Sig
nat
ure
Gen
om
ics
Bra
nd
Co
nce
pts
May
14,
200
9
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
• Confident yet humble• Intelligent• Risk-taking• Secure• Compassionate• High-energy• Genuine• Honest• Approachable
Brand personality
Signature Genomics Brand Concepts May 14, 2009
Signature Genomics Creative audit
SGl utilizes same “suite” of graphics as competitionNo “ownable” system to differentiate
Branded house vs. house of brandsThe 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 compassWhy should I care about
this brand?
Simplicity. Consistency.
meaning. Match font to personality
Color theory
Headline font vs. body copy
Photographic POVMatch voice to personality
Simplify the logoMessaging hierarchy
Keep it simple—the 3 “Ws”
Clean up“logo soup”
Signature Genomics Brand Concepts May 14, 2009
CmDXGeneDX
BlueGnomeSignature Genomics
Quest Diagnostics
labCorpBaylor (mGl)
emory
Human, approachable, decent design and site navigation
Clear brand hierarchy, good information design
Simple and direct site navigation, good use of icons
Good job of incorporating human touch visual elements throughout breadth of materials
OK job of conveying patient-centric approach
Simple, straightforward site design
High-end illustration lends credibility
Nothing unique or compelling to offer
opportunity
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
the logo (Before)
the logo (after)
Signature Genomics Brand Concepts May 14, 2009
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
Fonts
Color Palette
Graphic Element(s)
Photographic Style and Execution
Helvetica Neu AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Helvetica Neu Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
CRAS VOLUTPAT. VESTIBULUM OR. PELLEN TESQUE A NIBH ID MAURIS RHON CUS VULPU TATE.
CRAS VOLUTPAT. VESTIBULUM OR. PELLEN TESQUE A NIBH ID MAURIS RHON CUS VULPU TATE.
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
Turning Science into Meaning
Signature Genomics Brand Concepts May 14, 2009
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
Turning Science into Meaning
ANSWERS FOR BETTER LIVES.
Brochure
Signature Genomics Brand Concepts May 14, 2009
Turning Science into Meaning SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
SEEKING OUTCOMES.FINDING ANSWERS.SAVING LIVES.
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quis turpis tempor tincidunt. Quisque vulputate.
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Vestibulum orci. Pellentesque a nibh id mauris rhon
cus vulputate. Morbi aliquam ornare ligula. Maece
nas lectus arcu,
“It’s not just the technology THAT MAKES SIGNATURE GENOMICS SPECIAL. IT’S THEIR ABILITY TO TURN THAT
TECHNOLOGY INTO ANSWERS I CAN USE TO IMPROVE PATIENTS’ LIVES.”
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CLARITY. FOR MORE THAN JUST A MOMENT.
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.
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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.
www.signaturegenomics.com
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
TH
E B
ES
T W
AY
TO
FI
GH
T C
AN
CE
R?
STA
RT
BY
UN
DE
RS
TAN
DIN
G IT
.
Tradeshow Booth
Advertisement
Signature Genomics Brand Concepts May 14, 2009
Turning Science into Meaning
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
Fonts
Color Palette
Graphic Element(s)
Photographic Style and Execution
Baskerville Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz
Avenir 55 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz
Signature Genomics Brand Concepts May 14, 2009
Breakthroughs inunderstanding.
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
www.signaturegenomics.com
Brochure
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
Breakthroughs inunderstanding.
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
L o r e m i p s u m d o l o r s i t a m e t , c o n s e c t e
t u r a d i p i s c i n g e l i t . C r a s l o b o r t i s ,
m i v e l b l a n d i t f r i n g i l l a l o r e m d u i
Science.Delivered in human terms.
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.
17p11.2
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Signature Genomics Brand Concepts May 14, 2009
Tradeshow Booth
Advertisement
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
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Learn more at www.signaturegenomics.com
It’s not about the cancer we’re fighting. It’s about the lives we’re improving.
Breakthroughs in understanding.
Signature Genomics Brand Concepts May 14, 2009
Tradeshow Booth
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
Fonts
Color Palette
Graphic ElementTypographic Style
Photographic Style and Execution
Century Schoolbook AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzCentury Gothic AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvWwXxYyZz
This has a name. This is a life.
Signature Genomics Brand Concepts May 14, 2009
Brochure
At Signature Genomics,we see science differently.
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
The Science of Understanding.
We see: promise. challenges. answers.
It’s more than technology.It’s understanding.
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17p11.2
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“What makes Signature
different is the fact that while
we’re at the forefront
of genomic technology, we
never lose sight of the humanity
that technology allows us
to affect. And that’s a
really powerful thing.”
Bassen Bejjani, M.D., FACMGFounding Partner
Signature Genomic Laboratories, LLC
Signature Genomics Brand Concepts May 14, 2009
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.
Tradeshow Booth
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.
www.signaturegenomics.com
SIGNATUREGENOMIC L A B O R A T O R I E S , L L C
The Science of Understanding.
Signature Genomics Brand Concepts May 14, 2009
Tradeshow Booth
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