1. Signature Genomics Brand Concepts May 14, 2009

2. CompaSSion ChallenGer innovation UnDerStanDinG/meaninG
• Samples as people • Location • Research and development • Fastest turnaround time
• Patient arrivals • Commercial lab rooted in • Pioneer • Customer service
• Hardship committee academic rigor • Genoglyphix • Volume leader
• 100% of staff believe in – Speaking • Cancer • Quality assurance
saving lives – Publishing • Syndrome discovery • Genetic counselors
• Genetic counselors • “If it’s 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 to adaptability • 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
compliance
Signature Genomics Brand Concepts May 14, 2009

3. 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

4. Brand personality
• Confident yet humble
• Intelligent
• Risk-taking
• Secure
• Compassionate
• High-energy
• Genuine
• Honest
• Approachable
Signature Genomics Brand Concepts May 14, 2009

5. Signature Genomics Creative audit
SGl utilizes same “suite” of graphics as competition
No “ownable” system to differentiate
Branded house vs. house of brands
The 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 compass
Why should I care about
this brand?
Keep it simple— Headline font vs.
the 3 “Ws” body copy
Simplicity.
Messaging
hierarchy
Consistency. Simplify the logo
Clean up
meaning. Match font to
personality
“logo soup”
Color theory Match voice to Photographic POV
personality
Signature Genomics Brand Concepts May 14, 2009

6. opportunity
CmDX Human, approachable, decent design and site navigation
GeneDX Clear brand hierarchy, good information design
BlueGnome Simple and direct site navigation, good use of icons
Signature Genomics Good job of incorporating human touch visual elements
throughout breadth of materials
Quest Diagnostics OK job of conveying patient-centric approach
labCorp Simple, straightforward site design
Baylor (mGl) High-end illustration lends credibility
emory Nothing unique or compelling to offer

7. the logo (Before)
the logo (after)
SIGNATURE
GENOMIC
LABORATORIES, LLC
Signature Genomics Brand Concepts May 14, 2009

9. 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

10. Photographic Style and Execution
Fonts
Helvetica Neu AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
Helvetica Neu Bold AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Color Palette
Graphic Element(s)
Turning Science into Meaning SIGNATURE
GENOMIC
LABORATORIES, LLC
CRAS VOLUTPAT. VESTIBULUM OR. CRAS VOLUTPAT. VESTIBULUM OR.
PELLEN TESQUE A NIBH ID MAURIS RHON PELLEN TESQUE A NIBH ID MAURIS RHON
CUS VULPU TATE. CUS VULPU TATE.
Signature Genomics Brand Concepts May 14, 2009

11. ANSWERS FOR
BETTER LIVES.
Turning Science into Meaning SIGNATURE
GENOMIC
LABORATORIES, LLC

12. Brochure
S 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 Meaning SIGNATURE
GENOMIC
LABORATORIES, LLC
C 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 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.
Cras volutpat. Vestibulum orci. Pellentesque a nibh id mauris rhon Lorem ipsum dolor sit amet, consectetur adipiscing
cus 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 nibh Pellentesque 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 cinia tesque eleifend.
lacus. Donec at.
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Cathy White, m.D.
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aBC CliniCal laBoratorieS
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19% 58%
62% 23% 19% 19%
Lorem ipsum dolor sit ame Maecenas feugiat
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cenas nec odio. Donec viverra ipsum vel mauris. Nam at quam a ante auctor posuere. Aliquam sed
libero sit amet eros pharetra posuere.
“It’s not just the technology Cras volutpat. Vestibulum orci. Pellentesque a nibh
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quis turpis tempor tincidunt. Quisque vulputate.
Morbi sollicitudin tempus quam. Aenean ut sapien.
THAT MAKES SIGNATURE GENOMICS SPECIAL. IT’S THEIR ABILITY TO TURN THAT
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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 at
Signature Genomics Brand Concepts May 14, 2009

13. Advertisement
START BY UNDERSTANDING IT.
THE BEST WAY TO
FIGHT CANCER?
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aliquam ornare ligula. Maecenas lectus arcu, feugiat vitae, sagittis blandit, mattis
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volutpat. . Maecenas lectus arcu, feugiat vitae, sagittis blandit, mattis quis.
Turning Science into Meaning SIGNATURE
GENOMIC
LABORATORIES, LLC
www.signaturegenomics.com
Tradeshow Booth
Signature Genomics Brand Concepts May 14, 2009

14. 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

15. Photographic Style and Execution
Fonts
Baskerville Regular AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
Avenir 55 AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
Color Palette
Graphic Element(s)
Signature Genomics Brand Concepts May 14, 2009

16. Breakthroughs
in
understanding.
SIGNATURE
GENOMIC
LABORATORIES, LLC
www.signaturegenomics.com

17. Brochure
Breakthroughs in
understanding.
SIGNATURE
GENOMIC
LABORATORIES, LLC
SIGNATURE
GENOMIC
LABORATORIES, LLC
Science.
Delivered in human terms.
SIGNATURE GENOMIC LABORATORIES is the premier cytogenetic
Lorem ipsum dolor sit amet, consecte
tur 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 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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elit. Sed lacus metus, elementum sed, hendrerit
quis, euismod ut, est. Vivamus tincidunt sem ultri
ces urna.
Signature Genomics Brand Concepts May 14, 2009

18. Advertisement
It’s not about the cancer
we’re fighting. It’s about the
lives we’re improving.
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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
SIGNATURE
Breakthroughs in understanding. GENOMIC
LABORATORIES, LLC
Tradeshow Booth
Signature Genomics Brand Concepts May 14, 2009

19. 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

20. Photographic Style and Execution
Fonts
Century Schoolbook AaBbCcDdEeFfGgHhIiJj
KkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
Century Gothic AaBbCcDdEeFfGgHhIiJjKkLl
MmNnOoPpQqRrSsTtUuVvWwXxYyZz
Color Palette
Typographic Style Graphic Element
This has a
name. This
is a life.
Signature Genomics Brand Concepts May 14, 2009

22. Brochure
At Signature Genomics,
we see science differently.
SIGNATURE
GENOMIC
LABORATORIES, LLC
The Science of Understanding.
We see:
promise.
challenges. It’s more than technology.
It’s understanding.
answers. 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.
“What makes Signature
different is the fact that while
we’re at the forefront
[
of genomic technology, we 17p11.2
never lose sight of the humanity
that technology allows us
Signature Genomic Laboratories is the premier cytogenetic laboratory
to affect. And that’s a 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,
really powerful thing.” science is merely science. But with it, science can do something much more powerful:
better patient lives.
Bassen Bejjani, M.D., FACMG
Founding Partner
Signature Genomic Laboratories, LLC
Signature Genomics Brand Concepts May 14, 2009

23. 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.
SIGNATURE
GENOMIC
LABORATORIES, LLC
www.signaturegenomics.com The Science of Understanding.
Tradeshow Booth
Tradeshow Booth
Signature Genomics Brand Concepts May 14, 2009