BioTek Instruments has unveiled a new 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.
"Concentrating completely on microplate instrumentation and software allows us the flexibility to respond with unparalleled customer support in a way that our competitors cannot," notes president Briar Alpert.
"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 specialised service with microplate instrumentation and software.
"BioTek has always had a customer-centered focus at the forefront, which has been enhanced by a recently implemented customer relationship management system.
"This system allows us to access detailed customer information to better serve their specific needs.
"We promise our customers that not only will they receive a better scientific reaction with the high-performance instrumentation we provide, but also enjoy a better experience when dealing with all facets of our organisation.
This results from better instrument performance and value, better service, and better support in general.
The new logo is a simplification of the old BioTek logo without being dramatically different, and is directly linked to the simplification of its business model.
The font was modernised to convey the innovation of the company and a strong blue colour expresses the stability of a privately-owned company with experience, it says.
It was designed by Shaw and Todd Advertising and Public Relations, BioTek's creative agency of record.
This new identity will be implemented throughout all company communications.
