May 22, 2009

The visual language of life science

Posted by Michael Baxter

If life science had an Olympics, it would be the international BIO convention, which landed in Atlanta this week. More than 14,000 inventors, pharma reps, venture capitalists, and other industry players descended on the city, most of them looking to make a deal.

Some of that deal making took place in the physical nucleus of the conference, the Exhibition Hall. Picture a blizzard of logos, display graphics, video and printed materials, proudly displayed and roundly distributed in LifeScienceLand (our nickname for the Hall).

For a communicator, it was an excellent opportunity to experience the visual language of life science. A few observations:

• Yes! It is possible to present life science concepts and offerings without relying on images of molecular models, chemical equation honeycombs, the double helix and the lonely sprout springing up through the soil. To be sure, we saw more than a few of these old standbys. But it was striking how many organizations ventured beyond the expected.
  
  
• Life science remains a realm colored in greens and blues. If there was a defining accent color, it was surely yellow; the reigning “alternative” color was orange. Not surprisingly, what stood out most were the alternatives to the alternative: The monochromatic (gray and white) research company, the pharma display with the light-violet panels, the burgundy law firm.
  
  
• Considering the industry – life science – an astonishingly small proportion of printed materials at BIO offered evidence of organizational commitment to sustainability. Out of a random sample of 40-plus brochures and booklets, exactly two display a sustainability symbol of some kind – i.e., recycled content, chain-of-custody certification, or some other hallmark. (Props to Duke Energy and Georgia State University, by the way.)
  
  
• More than a few taglines were beautifully evocative – but woefully ineffective in articulating a clear or differentiated idea. Don’t have a brand position? Take refuge in a mellifluous phrase that essentially says, “We’ve got good life science, too.”

Though the impact of BIO 2009 can’t of course approach that of the 1996 Olympics, Georgia gained industry credibility by staging a good show. Congrats to Georgia Bio and the Georgia Research Alliance for their role in enhancing that credibility.

A glimpse inside LifeScienceLand, a world of green, blue – and evocative taglines.