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Signature Brand

Jan 27, 2015

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donlow

 

  • 1. Signature Genomics Brand Concepts May 14, 2009

2. CompaSSionChallenGer innovation UnDerStanDinG/meaninG Samples as people Location Research and development Fastest turnaround time Patient arrivals Commercial lab rooted in Pioneer Customer service Hardship committeeacademic rigor Genoglyphix Volume leader 100% of staff believe in Speaking Cancer Quality assurance saving lives Publishing Syndrome discovery Genetic counselors Genetic counselors If its 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 toadaptability 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 complianceSignature Genomics Brand Concepts May 14, 2009 3. Positioning Statement We turn complexity into meaning. Signature Genomics is committed to providing understandable answerswith the ultimate goal of bettering patient lives. Understanding Compassion Challenger Innovation Brand PromiseBettering LivesSignature Genomics Brand Concepts May 14, 2009 4. Brand personality Confident yet humble Intelligent Risk-taking Secure Compassionate High-energy Genuine Honest ApproachableSignature Genomics Brand Concepts May 14, 2009 5. Signature Genomics Creative audit SGl utilizes same suite of graphics as competitionNo ownable system to differentiateBranded house vs. house of brandsThe SGL brand is lost in a multitude of messages,services and products.multiple colors, fonts, point sizes, graphics andphotography all competeMultiple messages and graphics undermine your strengths and leadership position.Brand elements (color, font, layout) feel dated Follower vs. cutting-edge leader the words dont match the pictures Clinical voice does not match human imagery, resulting in a lack of cohesion.no emotional compass Why should I care aboutthis brand? Keep it simple Headline font vs. the 3 Wsbody copySimplicity.Messaginghierarchy Consistency. Simplify the logo Clean upmeaning.Match font to personality logo soup Color theoryMatch voice to Photographic POV personalitySignature Genomics Brand Concepts May 14, 2009 6. opportunityCmDXHuman, approachable, decent design and site navigationGeneDX Clear brand hierarchy, good information design BlueGnomeSimple and direct site navigation, good use of iconsSignature Genomics Good job of incorporating human touch visual elementsthroughout breadth of materialsQuest Diagnostics OK job of conveying patient-centric approach labCorpSimple, straightforward site design Baylor (mGl) High-end illustration lends credibility emoryNothing unique or compelling to offer 7. the logo (Before) the logo (after)SIGNATUREGENOMIC LABORATORIES, LLC Signature Genomics Brand Concepts May 14, 2009 8. Concept 1 the point of Clarity The Signature Genomics logo suggests finding clarityunraveling mystery through rigor and precision. But its promise is lost in a sea of graphics. Its time to celebrate the brand mark to complement the significance of Signature Genomics effortsby 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. Photographic Style and Execution FontsHelvetica Neu AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Helvetica Neu Bold AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZzColor Palette Graphic Element(s)Turning Science into Meaning SIGNATUREGENOMICLABORATORIES, LLC CRAS VOLUTPAT. VESTIBULUM OR.CRAS VOLUTPAT. VESTIBULUM OR. PELLEN TESQUE A NIBH ID MAURIS RHONPELLEN TESQUE A NIBH ID MAURIS RHON CUS VULPU TATE.CUS VULPU TATE. Signature Genomics Brand Concepts May 14, 2009 10. ANSWERS FOR BETTER LIVES. Turning Science into Meaning SIGNATUREGENOMICLABORATORIES, LLC 11. BrochureS 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 MeaningSIGNATURE GENOMIC LABORATORIES, LLCC 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 premiercytogenetic laboratory for microarray testing, a newtechnology that allows geneticists to evaluate manysegments of the human genome faster and moreaccurately than ever before. But just as importantas our breakthrough technology is our ability totranslate it into useful, understandable answers.Answers that can create futures. Change outcomes.Save lives. Because without understanding, science ismerely science. But with it, science can do somethingmuch more powerful: better patient lives.Cras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhonLorem ipsum dolor sit amet, consectetur adipiscingcus 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 nibhPellentesque 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 ciniatesque 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 ameMaecenas 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.Its not just the technologyCras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhon cus vulputate. Morbi aliquam ornare ligula. Maecenas lectus arcu, feugiat vitae, sagittellus nec metus adipiscing varius. Curabitur et erosquis turpis tempor tincidunt. Quisque vulputate.Morbi sollicitudin tempus quam. Aenean ut sapien. THAT MAKES SIGNATURE GENOMICS SPECIAL. ITS THEIR ABILITY TO TURN THAT tis blandit, mattis quis, erat. Fusce ac orci et nibhVestibulum 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 atSignature Genomics Brand Concepts May 14, 2009 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, mattisquis, erat. Fusce ac orci et nibh ornare sollici tudin. Nulla at nibh quis arcu laciniavolutpat. . Maecenas lectus arcu, feugiat vitae, sagittis blandit, mattis quis. Turning Science into MeaningSIGNATURE GENOMIC LABORATORIES, LLC www.signaturegenomics.com Tradeshow BoothSignature Genomics Brand Concepts May 14, 2009 13. Concept 2 a Window of Understanding For the competition, combining science with humanity seems impossible. For Signature Genomics, its just the opposite. Science and humanity are not mutually exclusivethey 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. Photographic Style and Execution FontsBaskerville Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUuVvWwXxYyZz Avenir 55 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZzColor Palette Graphic Element(s)Signature Genomics Brand Concepts May 14, 2009 15. Breakthroughs in understanding.SIGNATUREGENOMICLABORATORIES, LLC www.signaturegenomics.com 16. BrochureBreakthroughs inunderstanding. SIGNATURE GENOMICLABORATORIES, LLCSIGNATUREGENOMICLABORATORIES, LLC Science. Delivered in human terms.SIGNATURE GENOMIC LABORATORIESis the premier cytogenetic Lorem ipsum dolor sit amet, consectetur 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 fasterand more accurately than ever before. But just as important as ourbreakthrough technology is our ability to translate it into useful,understandable answers. Answers that can create futures. Changeoutcomes. Save lives. Because without understanding, science is merelyscience. 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