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Signature Genomics Brand Concepts May 14, 2009

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Page 1: Signature Brand

Sig

nat

ure

Gen

om

ics

Bra

nd

Co

nce

pts

May

14,

200

9

Page 2: Signature Brand

Co

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Sig

nat

ure

Gen

om

ics

Bra

nd

Co

nce

pts

May

14,

200

9

Page 3: Signature Brand

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

Page 4: Signature Brand

• Confident yet humble• Intelligent• Risk-taking• Secure• Compassionate• High-energy• Genuine• Honest• Approachable

Brand personality

Signature Genomics Brand Concepts May 14, 2009

Page 5: Signature Brand

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

Page 6: Signature Brand

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

Page 7: Signature Brand

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

Page 8: Signature Brand
Page 9: Signature Brand

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

Page 10: Signature Brand

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

Page 11: Signature Brand

SIGNATUREGENOMIC L A B O R A T O R I E S , L L C

Turning Science into Meaning

ANSWERS FOR BETTER LIVES.

Page 12: Signature Brand

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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id mauris rhon cus vulputate. Morbi aliquam ornare

ligula. Maecenas lectus arcu, feugiat vitae, sagit

tis blandit, mattis quis, erat. Fusce ac orci et nibh

ornare sollicitudin. Nulla at nibh quis arcu lacinia

volutpat. Quisque eget magna. Mauris iaculis dui

at purus. Nulla elementum la cinia lacus. Donec at

tellus nec metus adipiscing varius. Curabitur et eros

quis turpis tempor tincidunt. Quisque vulputate.

Morbi sollicitudin tempus quam. Aenean ut sapien.

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.”

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.

19%

62% 19%

58%

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Nulla et nisi vel erat sagittis suscipit

Cathy White, m.D. pellen teSQUe a niBh iD maUriS rhon aBC CliniCal laBoratorieS

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feugiat vitae, sagittis blandit, mattis quis, erat. Fusce ac orci et nibh

ornare sollicitudin. Nulla at nibh quis arcu lacinia volutpat. Quisque

eget magna. Mauris iaculis dui at purus. Nulla elementum la cinia

lacus. Donec at.

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elit. Aenean tristique. Maecenas placerat odio.

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Curabitur porta. Prae sent nec nisi a ipsum pellen-

tesque eleifend.

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.

Page 13: Signature Brand

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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

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RS

TAN

DIN

G IT

.

Tradeshow Booth

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Signature Genomics Brand Concepts May 14, 2009

Turning Science into Meaning

Page 14: Signature Brand

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

Page 15: Signature Brand

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

Page 16: Signature Brand

Breakthroughs inunderstanding.

SIGNATUREGENOMIC L A B O R A T O R I E S , L L C

www.signaturegenomics.com

Page 17: Signature Brand

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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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

Page 18: Signature Brand

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SIGNATUREGENOMIC L A B O R A T O R I E S , L L C

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

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

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Page 19: Signature Brand

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

Page 20: Signature Brand

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

Page 21: Signature Brand
Page 22: Signature Brand

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.

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.

17p11.2

[

“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.

Page 23: Signature Brand

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

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