ATCC unveils new brand identity

ATCC, the premier biomaterials resource and standards organization, today proudly unveiled its new brand initiative. The fresh identity is a bold and confident logotype featuring the brand promise—THE ESSENTIALS OF LIFE SCIENCE RESEARCH. GLOBALLY DELIVERED.™ The new brand promise is an accurate reflection of ATCC's multiple offerings and global distribution network. Launch of the rebrand will bring focus to ATCC's extended capabilities as a reagents and tools company in support of life science research.

“With ATCC's sustained growth, rebranding with a new voice and identity is a logical progression for the organization”

"ATCC has evolved from a tissue culture repository to a tools and reagents company supporting global health research," said Dr. Raymond Cypess, CEO and President of ATCC. "This transformation was made possible through the enhancement and realignment of our core assets into three focused, yet mutually supportive divisions of BioServices, BioProducts, and BioStandards. This realignment will enable us to provide integrated innovative products and services to our biopharma, academic, and government customers."

"The new logo and brand promise is just one outward aspect of our new image. It envelopes so much more…how our customers perceive ATCC, their experiences with us, our web environment and delivery capabilities, as well as the tone and voice of how we communicate who we are," said Dionne Dyches, Manager of Corporate Communications and Scientific Writing at ATCC. The new brand identity replaces a historical brand that had been used since the 1980s.

ATCC partnered with 3PC Media, a global advertising and communications agency in Pittsburgh, PA, to develop a brand identity that is more representative of the company's future. "With ATCC's sustained growth, rebranding with a new voice and identity is a logical progression for the organization," said Radoj Glisik, partner at 3PC Media. "They have such an exciting vision and breadth of new services that it was important to let people know that ATCC, while historic, is forward-thinking and well equipped to serve the needs of the life science community and marketplace."

The new visual representation of the brand will appear in the company's advertising and printed collateral, on its products and packaging, and on a newly rebranded ATCC website, launched today. New features include capabilities videos that provide a comprehensive overview of ATCC and a virtual tour that highlights ATCC's products, services, and standards offerings. ATCC will launch a more restructured website, with improved functionality, a robust search engine and additional tools that will enhance the online customer experience.

Source ATCC

www.atcc.org