Sequenom Diagnostics

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Presenting Problem

Sequenom Laboratories is is at the forefront of a dynamic and competitive industry, developing the most advanced genetic testing solutions guiding reproductive health matters. With a brand synonymous with quality, innovation, and technological success, and having recently completed a redesigned logo and website, there emerged a need to unify the Sequenom brand identity.


Working with key leadership, Openform developed a comprehensive visual identity system, color strategy, and graphic standards manual. Included were guidance on usage for logos, typography, colors, pictures, grids, formats, and copy, as well as designs for web, stationery, print publications, and advertising.

Project highlights

These important tools created much needed consistency, and helped to strengthen their leadership position in the biotechnology market.