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Logo Design Brief

Creative Brief for Revising the Corporate Identity of SynAffix
- May 2015 -

BACKGROUND
What is a SynAffix?
SynAffix is a Netherlands-based biotechnology company focused on antibody-drug conjugate (ADC) technology for cancer. ADCs are comprised of 3 components: the antibody, the drug that is conjugated to the antibody and the technology used to connect the drug to the antibody. SynAffix is focused on the latter of the 3. We pride ourselves in our ability to connect even the most challenging ADC components together. This versatility and robustness is unique among our competitors. Additionally, we are capable of rapidly generating the safest and most potent version of an ADC that could be created from a given set of components. When it comes to ADCs, we are experts in putting together or linking these complex molecules with unparalleled precision.

What is our Mission?
SynAffix’ mission is to enable best-in-class targeted cancer therapeutics through its versatile glycoprotein modification technology, which enhances stability and efficacy, resulting in an expanded therapeutic index.

What is our Vision?
SynAffix’ vision is to be the preferred technology partner to enable the development of superior targeted cancer therapeutics through its proprietary GlycoConnectTM and HydraSpaceTM technology platforms, allowing for first-in-human glycan-conjugated ADCs by 2016.

Why do we want to change our logo?
SynAffix has recently undertaken a shift in its business model from selling small quantities of research reagents to now exclusively focus on the development and out-licensing of patented ADC technology for making cancer therapeutics. Our technology can be described as an “enabling technology” as it enables our partners to assemble and develop ADC therapeutics that are anticipated to come with best-in-class clinical profiles across cancer indications. This recent internal change will be officially communicated to the outside world through the launch of our new website. We plan to simultaneously change our logo to increase the messaging impact.

KEY COMPETITORS
• Ambrx
• Glykos
• Igenica
• ImmunoGen
• Innate Pharma
• NBE Therapeutics
• PolyTherics
• Seattle Genetics
• Sutro Biotherapeutics
• ThioLogics


NEW TAG LINE – Enabling the Next Generation of ADCs
• Incorporate as part of logo

STYLISTIC PREFERENCES FOR THE LOGO
• Modern look
• Traditional/clean font
• 2-4 colors
• Low to medium complexity

WORDS THAT COULD DESCRIBE OUR LOGO
• Connecting / tying of a knot (simplified)
• Linking
• Putting together
• Fast
• Simple
• Versatile
• Superior


INTENDED LOGO USES – Primarily on our website & PowerPoint but also on printed materials

OLD LOGO

Target Market(s)

Other companies represented by large pharmaceutical and biotech companies.

Industry/Entity Type

Biotechnology

Logo Text

Enabling the Next Generation of ADCs

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Logo styles of interest

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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