INTRODUCING THE NEW LOOK FOR THE

Transcription

1 INTRODUCING THE NEW LOOK FOR THE &

2 The need to collaborate more, both within our own organisation and externally, is a key element of the Society and Portland Press strategic direction and an important driver for our rebrand. Kate Baillie CEO, Biochemical Society Managing Director, Portland Press Creating a brand that reflects our reputation If you are reading this article and you are not a biochemist, you may not realize the impact biochemistry has on your everyday life. Biochemistry plays a vital role in solving some of the world s largest challenges including treatment of disease, food security, protecting the environment and creating a healthier society. The Biochemical Society works to support our members to advance biochemistry for the benefit of science and society, and to promote the future of biochemistry and molecular biosciences. Our publisher and professional conference organizer Portland Press offers a forum to share and explore the latest in life science research. In the century since the Biochemical Society was formed, the world in which our members operate has changed substantially. The landscape is more diverse and collaboration is vital across disciplines within the life sciences and beyond. Boundaries and career paths are blurring between academia and industry and connections between these sectors is hugely important. Science needs to move to the forefront of public debate if we are to capitalize on its possibilities to build a better world. The Biochemical Society and Portland Press are embracing these changes. Through our Five Year Strategy, we re dedicated to collaboration across the biosciences, focused on ways to support scientists in both academia and industry, and committed to raising the profile of science. We re working to offer excellent services to members, develop our conference programme, increase our support for students and early career researchers and, through Portland Press, share and disseminate high quality life science research through publishing and conferences. Embracing these changes is an exciting opportunity and we need a brand that conveys that excitement. One that builds on our values and our heritage, but looks to the future. We hope you like what we ve come up with. 3

3 The grassroots support of the Society is vital and I was delighted that so many members could be so closely involved with the rebrand exercise. Professor Steve Busby Chair, Biochemical Society Building our brand from the outside in Rebranding means much more than a new logo. It s a chance to communicate our purpose and our values. It s an opportunity to understand how we are perceived, and build on those perceptions to present a strong, unique identity. To embark on this journey, we chose to work with Spencer du Bois, a rebrand agency that specializes in the not-for-profit, education and science sectors. A comprehensive research programme ensued. Through online questionnaires, focus groups and telephone interviews, we asked our audiences to help define us. Members, authors, trustees, librarians, editors, publishers and other societies were all amongst the more than 500 people surveyed. The Society was seen in a unanimously positive light; a great facilitator for helping advance knowledge through the network of members, events and publications. Wellorganized, good value and good at keeping members up-to-date, the Society is viewed as the home of the biochemistry community. But our visual brand, our logo and the look and feel of our communications, was out of step with how we were viewed and what we want to be known for. Our logo was thought to be boring, old-fashioned and underwhelming. Portland Press was also viewed in a positive light, as a good-quality, well-respected, professional and innovative organization. But the logo was seen as at odds with its current and potential role as a knowledge hub for life sciences and its strengths in sharing quality life science research across the scientific community. Few respondents were aware of the link between Portland Press and the Biochemical Society, and the fact that the surplus generated by Portland Press is returned to the Society and then to science through the Society s activities. 4

4 Bringing the brand to life Written by Spencer du Bois The new brand is a bold representation of our diverse and vibrant community. Professor Sir David Baulcombe President, Biochemical Society The new Biochemical Society and Portland Press logos Customized typeface What inspired us from the outset was the diversity and relevance of biochemistry as a discipline and the vast spectrum of detail available to inform our designs. Our research had indicated that diversity was equally fundamental to the structure of the Biochemical Society: the inclusiveness of its membership, the wide appeal of its excellent services, its dedication to encouraging and influencing young scientists. It was essential that we capture these themes of connecting, collaborating, supporting and promoting within the visual brand. Inspired by the chemical reactions that take place in living cells, the vibrant logo portrays the Biochemical Society as an energetic hub. Constructed from three overlapping layers, the logo s structure suggests a depth of interaction amongst the Society, its members and the wider community. If science is represented as a hub of activity, publishing and conferences are the sharing of these ideas. The Portland Press logo is extrapolated directly from the Society s icon. The two logos are now visually united by structure, colour and a new corporate typeface. But a logo is a signature for a brand; isolated, it cannot completely convey an organization s story, nor fully interpret its vision. Supporting the new logos is a breadth of graphic elements forming the visual brand language. This is a flexible, yet coherent system that reinforces the themes of collaboration and diversity and enhances the impact of these influential organizations. We believe the new brand is relevant and exciting. The new identity will secure the importance and relevance of the Biochemical Society and Portland Press and help them achieve the strategic objectives of their Five Year Strategy. ADVANCING MOLECULAR BIOSCIENCE Biochemical Society Banner stands YOUR SOCIETY S PUBLISHING Clinical Science Biochemical Journal Biochemical Society Transactions Bioscience Reports Essays in Biochemistry publications CLINICAL SCIENCE Journal flyer 6 7

5 The link between the Biochemical Society and Portland Press offers a clear competitive advantage by being embedded within the community. I am delighted the rebrand demonstrates this more clearly, helping us position our company as a trusted knowledge hub for life sciences. Professor Richard Reece Chair, Portland Press Limited This powerful and dynamic brand will be instrumental in helping us to achieve the Trustees Five Year Strategy. John Misselbrook Deputy CEO, Biochemical Society Executive Director, Portland Press Watching and guiding the new brand as it evolved from research into the final product has been a thoroughly interesting and enjoyable experience. Professor Anne Dell, Dr Niki Gray, Dr Freddie Theodoulou Biochemical Society Branding Subcommittee The rebrand is a chance both to showcase the rich package of content available across all the Portland Press journals and to drive the Biochemical Journal forward. Professor David Carling Chair, Biochemical Journal Editorial Board info@biochemistry.org Biochemical Society Portland Press Portland Press Limited (Company number ) is the wholly-owned trading subsidiary of the Biochemical Society (Registered Charity number )