MassBio Reveals New Visual Identity, Brand Refresh

Aug 01, 2023

Massachusetts’ life sciences industry association launches first brand refresh in 15 years, aligning with its connective role and continued growth in the life sciences industry

CAMBRIDGE, MA (August 1, 2023) – MassBio announced today a new visual identity and brand refresh for the trade organization that represents more than 1,600 life sciences organizations across Massachusetts, the first such branding effort in more than 15 years.

Following the excitement of the BIO International Conference in June, which convened over 20,000 international attendees from the life sciences industry in Boston, the refresh comes at a time of significant growth for MassBio and underscores its connective role within the life sciences and biotech industries. The project includes a new logo and icon as well as sub logos, an expanded color palette, imagery and typography, and customizable design treatments. It also creates visual alignment between MassBio and sub brands, including its startup accelerator program MassBioDrive and member purchasing program MassBioEdge.

“This rejuvenated look marks a new era for MassBio, aligning with our rapid upward trajectory and our role as a connector, convener, and catalyzer in the Massachusetts innovation ecosystem,” said Kendalle Burlin O’Connell, MassBio’s chief executive officer and president. “MassBio’s member companies are vibrant and visionary. This bold and modern new identity visually bridges the people, ideas, and companies that fuel the innovation that shapes the global industry and changes people’s lives. As our MassBio community approaches our fourth decade together, we remain at the pinnacle of our influence and impact.”

“We are grateful to Minelli, Inc. for designing an elegant and versatile brand that reflects the essence of MassBio,” said Rita McAteer, MassBio’s vice president of marketing. “This new identity will support us now and into the future as we fulfill our mission and deliver for our members, the industry, and patients.”

Leading up to the refresh, the nonprofit served as the regional host of the 2023 BIO International Convention, where Massachusetts Governor Maura Healey and Boston Mayor Michelle Wu announced significant investments in workforce development programs aimed at attracting diverse workers from a wider geography into the Massachusetts life sciences industry. It also follows the appointment of Burlin O’Connell to the role of CEO and president in January after 14 years with the organization in a series of leadership roles.

MassBio’s consortium purchasing program, MassBioEdge, has ballooned in recent years, alongside MassBioHub, its conference and business center offering a tech-forward space for its members to host hybrid events and meetings.

The refreshed, enlivened visuals better represent MassBio’s role in the industry, alongside the liveliness of its physical space in Kendall Square and the state’s life sciences ecosystem as a whole. The new logo’s connection between “Mass” and “Bio” illustrates a bridge, speaking to the nonprofit’s integrative role in the industry. It represents the interconnected people, ideas, and companies that fuel innovation and shape the state’s life sciences – which MassBio is proud to represent.

The refresh was executed in partnership with Minelli Inc., a Boston-based brand strategy and design firm whose client base includes Mass General Brigham, GBH, Harvard University, the Kendall Square Association and the Museum of Science.

“We were thrilled to partner with MassBio in creating a brand that is modern, memorable, and distinctive—one that conveys a strong sense of momentum and evokes their critical leadership in the sector,” said Mark Minelli, president of Minelli Inc.

About MassBio

MassBio’s mission is to advance Massachusetts’ leadership in the life sciences to grow the industry, add value to the healthcare system, and improve patient lives. MassBio represents the premier global life sciences and healthcare hub, with 1,600+ members dedicated to preventing, treating, and curing diseases through transformative science and technology that brings value and hope to patients. Founded in 1985, MassBio works to advance policy and promote education, while providing member programs, events, industry information, and services for the #1 life sciences cluster in the world.

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