Cellomics Incorporates a Fresh, New Look

Cellomics is a biotechnology company that provides advanced cellular screening instrumentation to speed the drug discovery process. Founded in 1996, the company integrates research, development, manufacturing and training. As the business grew, they came to Brady Communications to analyze their identity and be sure it reflected the company’s overall strategy and direction.

The company’s name and cell-based logo represented the right focus and the company had established some brand equity. Rather than sacrifice that brand equity and start over, Brady Communications worked to give the existing logo a simpler, fresher look that positioned the company as an industry leader. More importantly, identity guidelines were established and new applications such as letterhead, signage, and promotion materials were created based upon these guidelines.

While the new identity helped improve the company’s image, a closer look at the branding nomenclature for products led Brady to recommend a new naming system as well. Clear delineation was established between the company name, product groups and individual products. This naming rationale ensured that both existing and future products contributed to the overall brand image and helped build corporate equity.

In a short time from the conclusion of this project, all communications materials including the corporate Web site were changed to reflect the new look.