Get a Better Reaction . . . From BioTek

BioTek Instruments 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 specialized 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 organization. This results from better instrument performance and value, better service, and better support in general. Get a Better Reaction from BioTek.

New logo identity system
The new logo is a simplification of the old BioTek logo without being dramatically different, and is directly linked to the simplification of our business model. The font was modernized to convey the innovation of our company and a strong blue color expresses the stability of a privately-owned company with experience. It was designed by Shaw & Todd Advertising & Public Relations, BioTek’s creative agency of record. This new identity will be implemented throughout all company communications.

About BioTek
Founded in 1968, BioTek® Instruments, Inc. was initially dedicated to providing test equipment solutions for the hospital safety and quality assurance markets and grew to become one of the largest and most successful companies in the field. Looking to expand into a growing Life Science market and capitalize on the increasing popularity of non-isotopic assay techniques, BioTek decided to move into the microplate instrument arena in 1981. With the sale of the Biomedical Division in 2002, BioTek today is totally focused on microplate instrumentation, including microplate readers, washers, automated pipetting systems, dispensers and software, and is a worldwide leader in the design, manufacture and sale of this instrumentation to the Drug Discovery and Life Science markets.