LABS Undergoes Extensive Rebranding Effort

LABS, Inc., the Colorado-based laboratory that focuses on services related to organ transplantations and reproductive services, has chosen to rebrand, a relatively rare step among companies in the sector.

LABS replaced its old logo, a sketch of a beaker holding chemicals and its name in semi-serif fonts in earth tones. Now depicted in a much bolder black and blue scheme, the LABS’ name is in a much larger black san-serif font that includes a molecular structure as part of the “A” and the motto “Realize The Potential” underneath.

The company also slightly tweaked its mission statement. It now reads, “enabling customers’ safe and timely decisions by delivering the highest quality, most accurate laboratory services.”

According to Kimberly Elliott, LABS’ vice president of sales and marketing, “we really wanted to bring forward the culture and ... mission and make it fresh, bright and bold.”

Elliott said the rebranding has been nearly a year in the making and was in the planning process prior to the appointment of Gregory D. Clark, as chief executive officer in March. Clark previously served as a vice president with PAML in Spokane, Wash., overseeing operations of its national esoteric reference laboratory.

“The rebranding starts with our desire to transform LABS into a global market leader by expanding the boutique and specialty services we provide, while increasing the markets we serve,” Clark said.

Peter Francis, president of Clinical Laboratory Sales Training, a Maryland- based consulting firm, observed that rebrandings in the lab sector have been few and far between. The only one that he can recall is Metpath rebranding to create Quest Diagnostics, which it did primarily to better absorb the acquisition of SmithKline Labs.

Whether or not such a rebranding can boost sales remains to be seen, according to Francis. But he did observe that “employees can easily become reinvigorated with a new look—along with top-down positive messaging. Sales people, in particular, should gain a rejuvenated psyche,” he said.

The changes are coming just before LABS opens a new testing facility on the West Coast. Neither Clark nor Elliott was willing to disclose any specific information about the new facility, which will be used primarily to reduce transportation and turnaround times for organ transplantation and other testing in the western U.S. LABS currently operates a 30,000 square-foot facility adjacent to its headquarters in Centennial, Colo., and a smaller laboratory in the Philadelphia area.

Francis noted that the rebrand is “an expensive proposition, and LABS, Inc. felt it was worth the resources to update their mission, tagline and logo to show the world they are a global market leader in their niche field of transplantation testing services.”

LABS, which is a non-profit subsidiary of allograft firm Allosource, currently has just under 150 employees. Clark declined to provide any specific testing volumes for the business other than to say they were stable and that year-over-year revenue growth was “acceptable.”

Takeaway: LABS, Inc. has expended significant resources to rebrand just before an operational expansion, a rare move for commercial laboratories.