ATCC Announces Rebranding of Its Organization
Rebranding Underscores Expanded Capabilities and New Business Divisions
May 14, 2010 07:16 AM Eastern Daylight Time
MANASSAS, Va.--(EON: Enhanced Online News)--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.
“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.