History: Based in SLC, Utah. Founded in 1992
Mission: Make a difference in people’s lives through the discovery and commercialization of transformative tests to assess a person’s risk of developing disease.
Company Pledge: Dedicated to improving patient care through pioneering research and the development of innovative molecular diagnostic tests.
Tag Line: Dedicated to improving patient care at every turn.
Competitors: Abbott Laboratories, Diagnocure INC, Siemens Healthcare Diagnostics.
Press Releases: http://investor.myriad.com/releasedetail.cfm?ReleaseID=788983 Myriad Genetics, Inc. (Nasdaq:MYGN) announced today that it has launched myRisk Hereditary Cancer, a new multi-gene diagnostic test that will provide increased sensitivity by analyzing 25 genes associated with eight major cancers including: breast, colorectal, ovarian, endometrial, pancreatic, prostate, gastric and melanoma.
http://investor.myriad.com/releasedetail.cfm?ReleaseID=781362 Myriad Genetics, Inc. (Nasdaq:MYGN) today announced it will hold its fourth-quarter 2013 sales and earnings conference call with institutional investors and analysts at 4:30 p.m. ET on Tuesday, Aug. 13. During the call, Peter D. Meldrum, president and chief executive officer; James Evans, chief financial officer; and Mark Capone, president, Myriad Genetics will provide an overview of Myriad's financial performance for the quarter and full year.
Mystery Shopping: I haven’t been able to find any mystery shopper info. Their product is one administered by doctors. So they are more in the realm of a Pharmaceutical company. There is no direct patient to company interaction.
History of Logos Used:
These are not in chronological order, but they are all versions that exist in various places across their website and the internet at large. There are noted differences in color, design, and text backgrounds.
Divisions: These divisions represent different products that Myriad offers. In some cases there is a strong link between their branding. In others, it seems like it is from another company all together.
Brand Architecture: On the side of the consumer, there is much more brand recognition with the products themselves. Most people know the product name, but not the Myriad Genetics name.
The Competition:
Abbott Laboratories
Diagnocure Inc.
Siemens Healthcare Diagnostics
There is an obvious use of blues and greens in these logos. The brand's name seems to be at the top of the hierarchy. The images used in the logos are pretty generic. If they were to stand alone, I wouldn't know what the company is or what it did.
Myriad Visual Audit: Myriad Genetics has chosen to use a combination of serif and sans-serif fonts on their site. The serifed font used in the logo is acceptable and seems appropriate, but the sans-serif face they have chosen for the headers and body type has legibility issues. They have made an attempt to use blue throughout the site, but the value of the blue seems to vary from one asset to the next.
Consistency needs to be addressed. Also, a more interesting color palette would be nice. The mix of blues and grays is a bit drab. I would like to see a new palette introduced. The main blue color could be maintained, but an analogous or complimentary color introduction would be more interesting and visually appealing. I would also like to see a more legible, and professional looking typeface applied to the body text of the site. Their current face seems to have too much personality for body text.
The issue of the divisions within Myriad may be a lot to tackle, but there are some definite consistency issues in this are of their brand. Some specific brand guidelines should be applied to the outliers. Specifically, I would like to see Prezeon, Prolaris and TheraGuide modified to fit the branding of the rest of their product line.
On each page, besides the homepage, they have chosen to use some lifestyle shots with overlaid graphics as banners. I don't have a strong opinion either way about these yet. They at least maintain some consistency, but they don't really strengthen the brand in any way. The color palette is a bit strange here. There are some new colors introduced that don't exist elsewhere. This needs to be addressed as well.
Conclusion: I would like to use the elements that are working for them and expand upon these. The choice of blue as the main color choice feels appropriate. It may not be the right blue, but that will be addressed as the rebranding progresses. Type choices need to be worked with. Also the sub-branding of their products needs some attention. I would also like to explore a secondary and possibl tertiary color to introduce to the companies brand.
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