Affymetrix Rebranding Campaign

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After focus groups revealed that my company’s current corporate image reminded them of a “dull forty-something white male”, they decided it was time to make a change. So, Affymetrix hired a design team to help freshen our brand.

I think the new branding looks great! This is the video used to kick off the effort. In my opinion, it’s too long, and feels too much like a PowerPoint presentation, but it does convey key design elements of the “New Affymetrix”. Nicely done!


  • FriskoDude

    I don’t mind the Powerpoint look, but the light blue type is almost unreadable.

    What does your DNA tell you? Going fat and bald, but at least you’ll die rich? When do you go to Burma?

  • BaliBruce

    Well they should have had YOU on the design team – it would have been even better. Also, please tell them to remove the word ‘elucidate’ – I don’t trust anyone who would use that word!

  • Wen

    Thank you Bruce! I was going to say the same thing about ‘elucidate’…..and that is WAY TOO LONG…..zzz……

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