BioTek Instruments has unveiled a corporate identity campaign including a logo and tag line intended to better convey the company’s key values and personality.
"BioTek has invested significantly in its customer-focused approach and desires to communicate that visually to the community we serve," notes President Briar Alpert.
"Concentrating completely on microplate instrumentation and software allows us the flexibility to respond with unparalleled customer support in a way that our competitors cannot."
"By creating a new logo and tag line, we hope to better align our corporate identity with who we are and what advantages we bring to the customer who desires specialized service with microplate instrumentation and software."
The new logo is a simplification of the old BioTek logo without being dramatically different, and is directly linked to the simplification of BioTek’s business model.
The font was modernized to convey the innovation of BioTek and a strong blue color expresses the stability of a privately-owned company with experience.